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B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E1
The DIGITAL
BRAND 2.0
imperat ive 29th Februar y 2016
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2
the wor ld i s changing faster than anyone could have predicted…
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3
the wor ld i s changing faster than anyone could have predicted
and for establ i shed brands i ts hard to keep up…
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4
the wor ld i s changing faster than anyone could have predicted
and for establ i shed brands i ts hard to keep up
…let a lone lead.
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 5
ra ised $ 2 5 0 , 0 0 0
in just 4 hours
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 6
valued at $1 B I L L I O N
in just 12 M O N T H S
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 7
Your new competition is 25
years old
Had their disruptive idea yesterday
And will be in market this time next year.
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E8
of S&P 500 index companies wi l l be new by 2027
34
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E9
2004 2006 2008 2010 2012 2013
1 1 1 1 1 1
2 2 2 2 2 2
3 3 3 3 3 3
4 4 4 4 4 4
5 5 5 5 5 5
6 6 6 6 6 6
Technology
Market
Macro-economic
People skills
Regulatory concerns
Socio-economic
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E1 0
Chess, like business, is a balance between the mundane and the unthinkable. Each move has game changing consequences, sometimes you must win by doing the right thing each time. One ill- considered move or non move, seemingly inconsequential at the time can leave you hopelessly behind.
But at Grandmaster level we all think 25 moves ahead and are familiar with every nuance of the game. The only way to win at that level is to do the unthinkable, something that explodes the game and upends my opponent’s thinking.
Garry Kasparov Chess Grandmaster & World Champion
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 1 1
Is this the answer?
ACT LIKE A START UP
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 1 2
a balancing act
STEADY
LOGICAL CONSISTENT
PREDICTABLE
DISRUPTIVE
RISK TAKING
UNPREDICTABLE
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 1 3
most of us are here
STEADY
LOGICAL CONSISTENT
PREDICTABLE
DISRUPTIVE
RISK TAKING
UNPREDICTABLE
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 1 4
Establ ished Enterpr ise
Execute existing business model
Operational excellence
Satisfy existing customer needs
S tar t up
Establish new business model
Prove profitability
Meet new or unmet needs
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 1 5
Establ ished Enterpr ise
Execute existing business model
Operational excellence
Satisfy existing customer needs
S tar t up
Establish new business model
Prove profitability
Meet new or unmet needs
Follow established processes
Take leadership direction
Good at execution
Break the rules
Question authority
High tolerance for failure
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E1 6
ESTABLISHED ENTERPRISE
Business as usual
Efficiency & Scale
Known results
START UP
Digital disruption
Exploratory & High reward
Unexpected results
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 1 7
sweet spot
STEADY
LOGICAL CONSISTENT
PREDICTABLE
DISRUPTIVE
RISK TAKING
UNPREDICTABLE
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E1 8
digita l & agi le dr iv ing across the organisat ion
matur i ty
TECH DIGITAL MARKETING BUSINESS WIDE
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E1 9
do you have an agi le 21st centur y mindset?
ADAPT
Accept change by being flexible to experiment with organisational structures, process & tech
Dare the status quo by demonstrating leadership to push for innovation and create new brand experiences
Act continuously by making speed a priority when it comes to dealing with customers and using new channels
Tear down boundaries by creating incentives for people to join forces in new ways and empowering them with tools to collaborate
Participate personally by taking ownership to empower every person in the organisation to shape solutions
Complacency
Conformity
Analysis paralysis
Silos of knowledge
Hands-off management
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 0
i t i s di f f icul t to untangle agi l i t y f rom innovat ion.
of ten they are intr ins ica l l y l inked.
“
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 1
the focus on digi ta l i s to INNOVATE
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 2
BUSINESS d igi t i s ing
your
old thinking
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 3
BUSINESS TRANSFORMATION
d igi ta l disrupt ion through
new thinking
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 4
profit model
network structure process product performance
product system
service channel brand customer engagement
configurat ion exper ienceoffer ing
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 5
profit model
network structure process product performance
product system
service channel brand customer engagement
hardest hardharder
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 6
profit model
network structure process product performance
product system
service channel brand customer engagement
S tar t up innovate through the stack
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 7
profit model
network structure process product performance
product system
service channel brand customer engagement
Establ ished Enterpr isefocus on areas easier to change
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 8
so what are the big chal langes?
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E2 9
LEGACY TECHNOLOGY 1 of 6
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3 0
POWER
STRUGGLE
2 of 6
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3 1
ORGANISATIONAL SILOS
ORGANISATIONAL SILOS 3 of
6
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3 2
4 of 6
INNOVATOR’S DILEMMA
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3 3
5 of 6
DISRUPTING YOUR OWN BUSINESS
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3 4
6 of 6
DIGITAL SYNDROME
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3 5
FASHIONISTAS
Transformation Management intensity
Dig
ital
int
ensi
ty
BEGINNERS
DIGIRATI
CONSERVATIVES
“ The Digita l Advantage: How leaders outper form their peers in ever y industr y ” Capgemini Concult ing / MIT S loan. November 2012
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3 6
so what to do?
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3 7
STRATEGY
PEOPLE
PROCESS
DATA & TECHNOLOGY
4 areas o f f ocus
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 3 8
DIGITAL MOMENT?have you had your
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E3 9
DIGITAL defaultby
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 0
DISPERSED
integrat ing digi ta l
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 1
DISPERSED CENTRE OF EXCEL LEN CE
integrat ing digi ta l
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 2
DISPERSED CENTRE OF EXCEL LEN CE
HUB & SPOKE
integrat ing digi ta l
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 3
DISPERSED CENTRE OF EXCEL LEN CE
HUB & SPOKE MULT I P LE HUB & SPOKE
integrat ing digi ta l
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 4
FUL LY INTEGRATEDD ISPERSED CENTRE OF EXCEL LEN CE
HUB & SPOKE MULT I P LE HUB & SPOKE
integrat ing digi ta l
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 5
FUL LY INTEGRATED
D ISPERSED
CENTRE OF EXCEL LEN CE
HUB & SPOKE
MULT I P LE HUB & SPOKE
matur i t y model
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 6
CENTRE OF EXCEL LEN CE
GOVERNANCE & CONTROL
FOCUS, EMPHASIS & CLARITY
CONSISTENCY, EFFICIENCY & SCALABILITY
LACK OF INTEGRATION IN ACTIVATION
BARRIER TO WIDER SHARED LEARNING
POOR FOCUS ON DISCRETE NEEDS
ADVANTAGES DISADVANTAGES
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 7
balancing digi ta l
d isrupt ion70:20:1070% HORIZON 1
Know
ledg
e of M
arke
t
Knowledge of Digita l & Technolog y
Optimisation, Enhancement and
Cost reduction
Existing Market
we serve
Existing Technology we use
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 7
balancing digi ta l
d isrupt ion70:20:1070% HORIZON 1
Know
ledg
e of M
arke
t
Knowledge of Digita l & Technolog y
Optimisation, Enhancement and
Cost reduction
Existing Market
we serve
Existing Technology we use
20% HORIZON 2
Next generation products
Adjacent growth
Existing Market we don’t serve
Existing Technology we do not use
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E
10% HORIZON 3
New category products & services
Exploration with new
technologies
Exploration into new markets
New Market
New Technology
4 7
balancing digi ta l
d isrupt ion70:20:1070% HORIZON 1
Know
ledg
e of M
arke
t
Knowledge of Digita l & Technolog y
Optimisation, Enhancement and
Cost reduction
Existing Market
we serve
Existing Technology we use
20% HORIZON 2
Next generation products
Adjacent growth
Existing Market we don’t serve
Existing Technology we do not use
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 8
accelerat ion through labsFAST TRACK DIGITAL INNOVATION
OPERATE OUTSIDE CORE BUSINESS
PUSH R&D IN STARTEGIC AREAS
MAINTAIN STARTUP CULTURE
ATTRACT TOP TALENT
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E4 9
accelerat ion through labs
CLEAR FOCUS FOR INNOVATION
DEDICATED RESOURCE
ABILITY OPTIMISE & ACCELERATE
NEEDS SENIOR SUPPORT
RELIANT ON EXTERNAL BUDGET
RISK OF ISOLATION
ADVANTAGES DISADVANTAGES
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E5 0
lean teamsSMALL
MULTIDISCIPLINARY
EMPOWERED
FOCUSED
COMMUNICATIVE
FLEXIBLE
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E5 1
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E5 2
what a lab team looks l ike
Physical Digital
Touchpoint APIBusiness Model Transformation
Innovation Lead
Artificial Intelligence &
Machine Learning
Emerging Tech & Tends Scout
Machine to Machine API
Logisitics Lead
Customer Experience
Maker / IoT
Data Mining & Intelligence
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E5 3
Prepare for digital invaders
Create a panoramic perspective
Be first, best best or be nowhere
prepar ing f or di srupt ion
DIGITAL BUSINESS TRANSFORMATION 54
THINK BIG ACT SMALL LEARN FAST
a phi losophy to fol low
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E 5 5
TR IAGE
making ideas a rea l i t y
DES IGN TH INK ING SPR INT RAP ID
PROTOTYP ING ACCELERATE
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E5 6
the Beta pr inciple
SKIP PERFECTION LAUNCH EARLY &
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E
DATA5 7
CAPTURE INTERPRET ACT
data enabled digi ta l s t rateg y
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E5 8
how mature i s the thinking from the top?
UNCONVINCED
01
CONVINCED. LOW KNOWLEDGE
02
GOOD KNOWLEDGE. ENGAGEMENT
03
FULLY INTEGRATED
04
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E5 9
UNCONVINCED
01
CONVINCED. LOW KNOWLEDGE
02
GOOD KNOWLEDGE. ENGAGEMENT
03
FULLY INTEGRATED
04
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E6 0
making digi ta l disrupt ion happen
CONFUS ION
ANXIETY
REASSURANCE
FRUSTRAT ION
SUCCESS
FALSE STARTS
=
=
=
=
=
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ACT ION P LANRESOURCESINCENT IVESSK I L L SV I S ION
ACT ION P LANRESOURCESINCENT IVESSK I L L S
ACT ION P LANRESOURCESINCENT IVESV I S ION
ACT ION P LANRESOURCESSK I L L SV I S ION
ACT ION P LANINCENT IVESSK I L L SV I S ION
RESOURCESINCENT IVESSK I L L SV I S ION
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E6 1
the potent ia l
of technology
TECHNOLOGY LITERACY
the integrat ion of technology
the appl icat ion of technology
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E6 2
customer centric
technology literate
visionary
adaptive & agile
data driven
continually learn
commercially minded
innovative & entrepreneurial
open
TO LEAVE TODAY THINK ABOUT
B R A N D 2 . 0 : T H E D I G I T A L I M P E R A T I V E6 3
thanks… questions?kieron leppard
[email protected] uk. l inkedin.com/in/kieronleppard