Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016

2. Strategy creates competitive advantage People and a culture of innovation sustains it Technology & Communications is the means by which it is delivered

3. STRATEGIES, POLICIES, OUTCOMES So, you want me to do what?

4. “Strategy comes from identifying one or two critical issues in the situation – the pivotal points that can multiply the eﬀectiveness of eﬀort – then focusing and concentrating action and resources on them” WHAT IS STRATEGY?

5. WHAT IS STRATEGY?WHAT IS STRATEGY? Strategy Kernel Diagnosis Coherent Action Guiding  Policy Incoherent Action

6. Crying baby Kitchen ﬁre Some calls Interruptions Distractions Most calls Trivia Busy Work Browsing Planning Strategy Exercise  Change Urgent Not Urgent ImportantNotImportant NOT URGENT BUT IMPORTANT

7. WHAT IS DIGITAL TRANSFORMATION? The word “digital” is a synonym for the pace of change that’s occurring in today’s world, driven by the rapid adoption of technology. How an organisation is built to change, innovate and reinvent rather than simply enhance and support the traditional methods. Digital Transformation

8. COMMUNICATION TECHNOLOGY LEADERSHIP Technology Support Rapid  Solution  Builders Marketing Tactics Communications Leadership Short Term Management Leading Step  Change Digital Transformation

9. DIGITISING SERVICES 2017 DIGITALLY TRANSFORMED SERVICES 2020 ‘DOING DIGITAL’ 0

10. Disruptive Innovation

11. 4 5 6 7 3 $ 1 ? 2 7 PRINCIPLES Know yourself ResourcesMarketplaceCustomers Market position Engine of growth Tactics THERE IS A FRAMEWORK FOR PLANNING ACTIONABLE DIGITAL TRANSFORMATION STRATEGIES

12. CULTURAL HIERARCHY OF NEEDS

13. CLOSE CAPABILITY GAPS

14. SCORE INNOVATIONS

15. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = DIGITAL TRANSFORMATION

16. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = DIGITISATION 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

17. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = RESISTANCE 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

18. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = UNCOORDINATED 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

19. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = FRUSTRATION 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

20. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = STAGNATION 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

22. Doing Digital Or Digital Innovator?

24. Milemarkers Projects Tasks 7 Customer   Volume How Customer Perceives   Your Business Lens Lock [ _________]5 6 7PBDS STRATEGY BOARD STRATEGY & CULTURE +

25. 7PBDS STRATEGY BOARD STRATEGY & CULTURE + Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition

26. STRATEGY & CULTURE + Yourself Diagnosis Strategic Ambition 1 Unique Value Proposition

27. STRATEGY & CULTURE + “We are the _______ in ______ for _____ because we do _______ better than anyone else”

28. STRATEGY & CULTURE + “We are the pioneers in Early Participation Therapy for children with special needs because we produce affordable clinically excellent products better than anybody else”

29. STRATEGY & CULTURE + “We are the pioneers in Early Participation Therapy for children with special needs because we make stuff that involves the family in helping the child engage in life better than anyone else”

30. Milemarkers Projects Tasks 7 Customer   Volume How Customer Perceives   Your Business Lens Lock [ _________]5 6 7PBDS STRATEGY BOARD STRATEGY & CULTURE +

31. Customer   Volume How Customer Perceives   Your Business Lens Lock [ _________]5 6 STRATEGY & CULTURE + Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold   (Rational) Customer   Volume How Customer Perceives   Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) SEO, PPC, Display

32. Customer   Volume How Customer Perceives   Your Business Lens Lock [ _________]5 6 STRATEGY & CULTURE + Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold   (Rational) Customer   Volume How Customer Perceives   Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) Innovation

33. STRATEGY & CULTURE + Advocacy Innovation Persona Planning & Website Design Resolve Channel Conﬂict Peer Review Engagement & planning Therapist Induc?on Blogger Outreach Large scale vision/ execu?on content plan Demand Tests Propensity to purchase Produc?on Size Demand Technology Choices Video case studies Staﬀ Training & Culture

34. STRATEGY & CULTURE + Large scale vision/ execu?on content plan Video case studies Innovation Interna?onal Speaking Engagement Blogger pre-release Phase 2 Content Own Social Leadership Peer Review Content Report from PhD Collabora?ve Innova?on Win Interna?onal Award 10 Point Check List Pivot & Innovate Again

35. Customer   Volume How Customer Perceives   Your Business Lens Lock [ _________]5 6 STRATEGY & CULTURE + Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold   (Rational) Customer   Volume How Customer Perceives   Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) Milemarkers Projects Tasks Resolve channel conﬂict Training for staﬀ

36. Milemarkers Projects Tasks 7 Customer   Volume How Customer Perceives   Your Business Lens Lock [ _________]5 6 7PBDS STRATEGY BOARD STRATEGY & CULTURE + ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

37. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION

38. CLOSED COLLABORATIVE OPEN

39. http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html

40. Digital   Innovator   Characteristics Digital Innovators Doing Digital Set destinations Set targets Create action based strategy and guiding policy Manage people against targets Diagnose as they goTruly diagnose a clearly articulated challenge Bolt it on to ‘business as usual’ Create capacity and capability for transformation Subjective decision making Outcomes based data driven decision making Articulate outcomes in terms of technology Constantly articulate the ‘human changed state’

Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016

Niall McKeown

Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016