Slides from the Brilliant Noise webinar, Leading the Digital Business Revolution, with Martin Gill, VP & Principal Analyst at Forrester, Alun Williams, Digital Director at TUI Travel, and Antony Mayfield.

1. TextText
@brilliantnoise
brilliantnoise.com
#bnwebinar
Brilliant Noise
April 2014
Leading the
digital business
revolution

2. Making Leaders Successful
Every Day

3. Leading The Digital Business
Revolution
Martin Gill, VP & Principal Analyst
April 24th, 2014
@martinjohngill

4. We face a wave of innovation.

5. Some brands are born digital.

6. Some achieve digital mastery.

7. While others have had digital
thrust upon them.

12. What barriers do you have to overcome?

13. Experience is the only differentiator.
Image source: http://www.techypod.com/2012/01/nike-fuel-band-for-fitness-enthusiast.html

14. 74%

15. 34%

16. 15%

17. But you’re stuck behind walls.

18. Image source: http://www.deviantart.com/art/Geek-69422008
To the rest of your organization, “digital is
something he does”.

19. Today’s structures are no longer fit
for purpose.

20. Digital maturity has multiple dimensions.

21. © 2013 Forrester Research, Inc. Reproduction Prohibited 20
Digital Maturity has four dimensions
Repair Elevate Optimize Differentiate
Culture
Organization
Technology
Measurement

22. © 2013 Forrester Research, Inc. Reproduction Prohibited 21
0 20% 40% 60% 80% 100% 120%
Source: Digital Maturity Survey 2013
Digital leaders are hard to find
Repair Elevate Optimize Differentiate
Digital
Maturity

23. © 2013 Forrester Research, Inc. Reproduction Prohibited 22
Source: Digital Maturity Survey 2013
Digital Maturity varies by sector
Elevate Optimize
Financial Services
Technology
Media &
Communications
Retail & Wholesale
0 20% 40% 60% 80% 100% 120%
Repair Differentiate

24. © 2013 Forrester Research, Inc. Reproduction Prohibited 23
Source: Digital Maturity Survey 2013
Digital Maturity delivers results
0% 10% 20% 30% 40% 50% 60% 70%
No impact
We have not implemented a multi-touchpoint digital strategy
Increased operating costs
Increased employee morale
Increased offline sales
Increased call center volume
Decreased operating costs
Satisfaction or similar metrics
Increased profitability
Increased online sales
What impact has the implementation of a multi-touchpoint digital strategy had on your company?
Differentiate
Repair

25. Master both sides of digital

26. How do you lead the digital revolution?

27. Start with a digital vision.

28. © 2013 Forrester Research, Inc. Reproduction Prohibited 27
You need to do 2 things
Create the conditions for transformation
Master the three essential digital skills
#1
#2

29. #1: Create the conditions for
transformation

30. © 2013 Forrester Research, Inc. Reproduction Prohibited 29
Create conditions for transformation
Consolidate digital strategy under a single
customer-focused leaderA

31. Nespresso’s digital team provides core
platforms and processes.

32. © 2013 Forrester Research, Inc. Reproduction Prohibited 31
Create conditions for transformation
Consolidate digital strategy under a single
customer-focused leader
Organize around the customer, not the function
A
B

33. Westpac organizes around the customer.

34. © 2013 Forrester Research, Inc. Reproduction Prohibited 33
Create conditions for transformation
Consolidate digital strategy under a single
customer-focused leader
Organize around the customer, not the function
A
B
Embed digital skills and competencies into
the businessC

35. Nestle educates and trains its business.

36. © 2013 Forrester Research, Inc. Reproduction Prohibited 35
Create conditions for transformation
Consolidate digital strategy under a single
customer-focused leader
Organize around the customer, not the function
A
B
Embed digital skills and competencies into
the business
Embrace cross-functional, agile ways
of working
C
D

37. Fidor leverages social technology to
engage customers in product
development.

38. © 2013 Forrester Research, Inc. Reproduction Prohibited 37
The digital transformation framework
Digital Vision
Consolidate digital strategy
under a single customer-focused
leader
Organize around the customer,
not the function
Embed digital skills and
competencies into the business
Embrace cross-functional, agile
ways of working

39. © 2013 Forrester Research, Inc. Reproduction Prohibited 38
You need to do 2 things
Create the conditions for transformation
Master the three essential digital skills
#1
#2

40. © 2013 Forrester Research, Inc. Reproduction Prohibited 39
Master the three essential digital skills
Strategic
Transformational
Operational
Set and communicate digital strategy
Manage digital change
Operate and optimize digital touchpoints

41. © 2013 Forrester Research, Inc. Reproduction Prohibited 40
Where are your digital strengths?
Operational
Transformational
(eBusiness lead)
Transformational
(IT lead)
StrategiceBusinessmaturity
IT maturity

42. Building your transformation plan.

43. Start by assessing what you’ve got.

44. Consolidate digital functions to bust
down the silos.

45. Embed digital throughout your business.

46. Prepare to get a bloody nose as you bust
down some walls.

47. Thank you
Martin Gill
+44 (0)20.7323.7734
mgill@forrester.com
@martinjohngill

48. TextText
@brilliantnoise
brilliantnoise.com
#bnwebinar
Brilliant Noise
April 2014
Leading the
digital business
revolution

49. Antony Mayfield
CEO
Brilliant Noise
2
Martin Gill
VP & Principal Analyst
Forrester
Alun Williams
Digital Director
TUI

50. 3
Martin Gill
VP & Principal Analyst
Forrester

51. TextText
@brilliantnoise
brilliantnoise.com
#bnwebinar
Brilliant Noise
April 2014
Digital leadership

52. “So, what I tell investors is,
we’ve nearly tripled the
business in seven years….
“This is the most connected
culture that you will ever find,
I believe, in any industry in the
world.
“…You know, I had a cultural
anthropologist come in and
study the culture of the
company to tell us what we
had created. I wanted to
capture it for the next
generation so they could
understand how we did this
and how we work.”
Angela Ahrendts on
digital culture

53. Peter Drucker

54. Knowledge
Worker
Peter Drucker

55. Managing
Oneself
Peter Drucker

56. “Culture eats strategy
for breakfast.”
Attributed to Peter Drucker
9

57. “Culture eats technology
for breakfast.”
Attributed to Peter Drucker turning in
his grave.
10

58. Imposing technology
on organisations… 11

59. Now digital change comes in all directions…
12
Customer
Competitor Staff
Channels
Company

60. Bolt-ons are not enough.
13

61. Digital transformation is
cultural change on a
grand scale.
14

62. Digital transformation
requires personal
reinvention from
leaders.
15

63. How to create a digital
leadership mindset.
16

64. - Leading yourself
Creating a digital mindset, threshold knowledge,
creating an example of change.
- Leading others
Spreading mindset, collaboration.
- Leading organisations
Clear vision and communication, creating a culture
that is flexible and open to change.
Digital leaders
17

65. We explored leading yourself and leading
others for Nokia’s Smarter Everyday
campaign.
18
Design Your Day
How to use design
thinking and
neuroscience to make
every day work better
Mobile Mastery
How to make technology
work for you, not the other
way around
Teams That Flow
How high performing
teams use technology and
organise themselves
Growing Agility
How individuals and
organisations become
more flexible and thrive in
a volatile world

66. Digital mindset journey
19
Personal
Development
Agile
innovation
Digital
customers
Trends

67. Attention
Networks
Web history & culture
Exponential growth
Social media
Datafication
Internet of things
Privacy and publicness
Digital commerce
Media and advertising
Personal development:
Threshold concepts for digital leadership

68. Agile
innovation.
Move fast and
break things.

69. “The Goal Is to
Become HBO Faster
Than HBO Can
Become Us”
Ted Sarandos, Chief Content Officer, Netflix

70. Digital customers
Model first published Harvard Business Review

71. Digital trends

72. Where to start digital
transformation?
25

73. - Lead.
Vision, principles, setting tone & pace.
- Pilot.
Permission to be radical. Exploring, learning,
experiencing risk, attitudes to failure.
- Scale.
Systems, continuous improvement, storytelling.
Three vital elements of digital transformation
26

74. “It is the individual,
operating at the peak
of his or her powers,
who will revive our
organizations, by
reinventing both self
and them.”
Warren Bennis, Leadership studies pioneer and
professor at USC.

75. Digital Transformation – TUI Travel
Alun Williams – Digital Director – TUI Europe

76. 29
Digital Transformation – TUI Travel
• Digital Strategy
• Technology
• Leadership
• Training & Development
• Incubation v’s Proliferation
• Power of the Network
• CX at the Top Table
• Analytics as the Heartbeat
• Culture & Environment

77. Antony Mayfield
CEO
Brilliant Noise
30
Martin Gill
Principal Analyst
Forrester
Alun Williams
Digital Director
TUI
Discussion.