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Niall McKeown
@niallmckeown

© 2016 all rights reserved Ion Technologies LTD
Digital DNA Armagh
29th September 2016
Strategy creates competitive advantage
People and a culture of innovation sustains it
Technology & Communications is the m...
STRATEGIES, POLICIES, OUTCOMES
So, you want me to
do what?
“Strategy comes from identifying one or two critical
issues in the situation – the pivotal points that can
multiply the eff...
WHAT IS STRATEGY?WHAT IS STRATEGY?
Strategy Kernel
Diagnosis
Coherent
Action
Guiding

Policy
Incoherent
Action
Crying baby
Kitchen fire
Some calls
Interruptions
Distractions
Most calls
Trivia
Busy Work
Browsing
Planning
Strategy
Exerc...
WHAT IS DIGITAL TRANSFORMATION?
The word “digital” is a synonym for the pace of change that’s occurring
in today’s world, ...
COMMUNICATION TECHNOLOGY
LEADERSHIP
Technology
Support
Rapid

Solution

Builders
Marketing
Tactics
Communications
Leadersh...
DIGITISING SERVICES 2017
DIGITALLY
TRANSFORMED
SERVICES
2020
‘DOING DIGITAL’ 0
Disruptive Innovation
4
5 6 7
3
$
1
?
2
7 PRINCIPLES
Know
yourself
ResourcesMarketplaceCustomers
Market
position
Engine
of growth Tactics
THERE ...
CULTURAL HIERARCHY OF NEEDS
CLOSE CAPABILITY GAPS
SCORE INNOVATIONS
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
D...
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORM...
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORM...
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORM...
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORM...
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORM...
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
D...
Doing Digital
Or
Digital Innovator?
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
D...
Milemarkers Projects Tasks
7
Customer 

Volume
How Customer Perceives 

Your Business
Lens Lock [ _________]5 6
7PBDS STRA...
7PBDS STRATEGY BOARD STRATEGY
& CULTURE +
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Prop...
STRATEGY
& CULTURE +
Yourself
Diagnosis
Strategic Ambition
1
Unique Value Proposition
STRATEGY
& CULTURE +
“We are the _______ in ______ for
_____ because we do _______
better than anyone else”
STRATEGY
& CULTURE +
“We are the pioneers in Early
Participation Therapy for children
with special needs because we
produc...
STRATEGY
& CULTURE +
“We are the pioneers in Early
Participation Therapy for children
with special needs because we
make s...
Milemarkers Projects Tasks
7
Customer 

Volume
How Customer Perceives 

Your Business
Lens Lock [ _________]5 6
7PBDS STRA...
Customer 

Volume
How Customer Perceives 

Your Business
Lens Lock [ _________]5 6
STRATEGY
& CULTURE +
Exclusive
Niche
or...
Customer 

Volume
How Customer Perceives 

Your Business
Lens Lock [ _________]5 6
STRATEGY
& CULTURE +
Exclusive
Niche
or...
STRATEGY
& CULTURE +
Advocacy
Innovation
Persona Planning & Website
Design
Resolve Channel Conflict
Peer Review Engagement
...
STRATEGY
& CULTURE +
Large scale vision/
execu?on content plan Video case studies
Innovation
Interna?onal Speaking
Engagem...
Customer 

Volume
How Customer Perceives 

Your Business
Lens Lock [ _________]5 6
STRATEGY
& CULTURE +
Exclusive
Niche
or...
Milemarkers Projects Tasks
7
Customer 

Volume
How Customer Perceives 

Your Business
Lens Lock [ _________]5 6
7PBDS STRA...
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
D...
CLOSED
COLLABORATIVE
OPEN
http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html
Digital 

Innovator 

Characteristics
Digital Innovators Doing Digital
Set destinations Set targets
Create action based st...
Niall McKeown
@niallmckeown

© 2016 all rights reserved Ion Technologies LTD
Digital DNA Armagh
29th September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016
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Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016

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A presentation from Niall McKeown from www.ionology.com describing what digital transformation is, how the implementation of technology is often not transformational and the difference between those 'doing digital' and 'digital innovators' and why the innovators are winning.

Publié dans : Direction et management
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Strategy for the Thinking Leader (Digital Transformation) - Digital DNA Armagh September 2016

  1. 1. Niall McKeown @niallmckeown
 © 2016 all rights reserved Ion Technologies LTD Digital DNA Armagh 29th September 2016
  2. 2. Strategy creates competitive advantage People and a culture of innovation sustains it Technology & Communications is the means by which it is delivered
  3. 3. STRATEGIES, POLICIES, OUTCOMES So, you want me to do what?
  4. 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. 5. WHAT IS STRATEGY?WHAT IS STRATEGY? Strategy Kernel Diagnosis Coherent Action Guiding
 Policy Incoherent Action
  6. 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. 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. 8. COMMUNICATION TECHNOLOGY LEADERSHIP Technology Support Rapid
 Solution
 Builders Marketing Tactics Communications Leadership Short Term Management Leading Step
 Change Digital Transformation
  9. 9. DIGITISING SERVICES 2017 DIGITALLY TRANSFORMED SERVICES 2020 ‘DOING DIGITAL’ 0
  10. 10. Disruptive Innovation
  11. 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. 12. CULTURAL HIERARCHY OF NEEDS
  13. 13. CLOSE CAPABILITY GAPS
  14. 14. SCORE INNOVATIONS
  15. 15. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = DIGITAL TRANSFORMATION
  16. 16. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = DIGITISATION 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
  17. 17. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = RESISTANCE 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
  18. 18. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = UNCOORDINATED 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
  19. 19. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = FRUSTRATION 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
  20. 20. STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = STAGNATION 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
  21. 21. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = DIGITAL TRANSFORMATION
  22. 22. Doing Digital Or Digital Innovator?
  23. 23. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION = DIGITAL TRANSFORMATION
  24. 24. Milemarkers Projects Tasks 7 Customer 
 Volume How Customer Perceives 
 Your Business Lens Lock [ _________]5 6 7PBDS STRATEGY BOARD STRATEGY & CULTURE +
  25. 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. 26. STRATEGY & CULTURE + Yourself Diagnosis Strategic Ambition 1 Unique Value Proposition
  27. 27. STRATEGY & CULTURE + “We are the _______ in ______ for _____ because we do _______ better than anyone else”
  28. 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. 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. 30. Milemarkers Projects Tasks 7 Customer 
 Volume How Customer Perceives 
 Your Business Lens Lock [ _________]5 6 7PBDS STRATEGY BOARD STRATEGY & CULTURE +
  31. 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. 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. 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. 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. 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. 36. Milemarkers Projects Tasks 7 Customer 
 Volume How Customer Perceives 
 Your Business Lens Lock [ _________]5 6 7PBDS STRATEGY BOARD STRATEGY & CULTURE + ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  37. 37. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION STRATEGY & CULTURE STAFF & CUSTOMER ENGAGEMENT PROCESS & INNOVATION TECHNOLOGY DATA & ANALYTICS+ + + + = DIGITAL TRANSFORMATION
  38. 38. CLOSED COLLABORATIVE OPEN
  39. 39. http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html
  40. 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’
  41. 41. Niall McKeown @niallmckeown
 © 2016 all rights reserved Ion Technologies LTD Digital DNA Armagh 29th September 2016

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