Leading in the Digital EraFocusing on the Important vs the Urgent

Charlene Li, Principal Analyst

Altimeter, a Prophet Company@charlenelicharlene@altimetergroup.com

• September 29, 2016

It’s not about the technology

http://www.snapapp.com/

It’s About Relationships

Agenda

• Strategy• Leadership• Organization

Agenda

• Strategy• Leadership• Organization

Strategy is what you do – and don’t do

Center your Strategy on Customer Obsession

E M P A T H Y !

Gatorade Created a Culture of Customer Obsession, Starting at the Top

“You’ve got to start with the customer experience and work backwards to the technology.”

‐Steve Jobs 

Traditional Journeys

• Personas

• Linear

• Optimization focus

• Functional

• Episodic designed

• Static

• Survey & heuristic based

Next Gen Experiences

• People

• Unpredictable, shared

• Strategic focus

• Emotional

• Continuously designed

• Dynamic, real‐time

• Behavioral data‐based

Creating Next Generation Customer Experiences

Investing in Customer Experience

Engagement Integration

Content Strategy

Customer Journey

Customer Data

Over Time, Sephora Created Multiple Ways to Connect

Typical System of Record: B2C Company

Justifying Digital Investments

What should customer obsession look like in your organization? 

Agenda

• Strategy• Leadership• Organization

The Engaged Leader Framework

Listen atScale

Share to Shape

Engage to Transform

The Engaged Leader Framework

Listen atScale

Share to Shape

Engage to Transform

“We have two ears and one mouth so that we can listen twice as much as we speak.”

- Epictetus, 55 A.D.

Determine who you want to listen to, and where

Maersk identified four key stakeholders and where they were active

Source: Maersk

Make listening a habit

Set aside 15 minutes a day, spread throughout the day, to scan the environment

The Engaged Leader Framework

Listen atScale

Share to Shape

Engage to Transform

The Sharing Shift: from scarcity to abundance

Formal Informal

Polished Authentic

Episodic Continuous

Talking at Sharing with

UPS’s Rosemary Turner used Twitter to connect with team members

The Engaged Leader Framework

Listen atScale

Share to Shape

Engage to Transform

Engagement challenges

• Power distance

• Direction• Frequency

Former Telstra CEO David Thodey engaged frequently

The Impact of Follow-through

“I don’t have the time.”“I don’t have the time.”

#MKTNATION

“It’s not about me.”“It’s not about me.”

#MKTNATION

“I don’t want to get my company in trouble.”

“I don’t want to get my company in trouble.”

How will you need to think and act differently to lead disruption? 

Agenda

• Strategy• Leadership• Organization

Turning the Aircraft Carrier

CrossFit Your Organization

Trade off Speed for Perfection

Provide Structure and Measurement

Create a Movement

The right functional, technical, teaming,

and leadership skills to build, experiment,

and activate the strategy

The structure, roles, and responsibilities

and mindset that enable accountability

and swift, decisive action

Intelligent and replicable approaches and frameworks for the range of value creating activities that teams undertake to deliver customer solutionsThe systems, information, assistance, resources and metrics teams need to feel empowered, adapt, and optimize effectiveness

PROCESSES

ORGANIZATION TOOLS

PEOPLE

CULTURE

Organizational

Management

Capability Developmen

t

Disruption requires building capabilities across four key areas 

How will you build disruption into your organization’s values, process, and culture? 

How will you make decisions?

It’s About Relationships