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Provocative ideas to shape your digital strategy
@dcjarvis
provocative

prəˈvɒkətɪv/
adjective
1 causing anger or another strong
reaction, especially deliberately.
"a provocative speech"
This presentation is
designed to provoke you
into thinking differently
about your digital
strategy.
You may not agree with
all of it. That’s fine.
Peter Drucker
YOU CAN’T MANAGE 

WHAT YOU DON’T MEASURE.
Some digital people
use this phrase to help
persuade bosses that
measurement is some
kind of holy grail.
That metrics will
show you a path to
customer centricity.
Provocative ideas to shape your digital strategy
Monetate E-Commerce Quarterly, Nov 2016
If that were true,
Google’s Checkout
video wouldn’t be so
funny, plus our
conversion rates
would be so much
more appealing.
Monetate ECommerce Quarterly, Nov 2016
4 – 5%
4-5% conversion is
something I could only
dream of while I
worked in travel…
David Jarvis aka DJ, 2017
IF YOUR WEBSITE WAS 

A STORE COLLEAGUE, 

YOU’D FIRE THEM.
If retail stores only
achieved the same
level as digital, you’d
be having serious
words with the staff.
Modern Toss, 2017
And here’s what I
think is at the root of
it. We’re measuring
the wrong things.
NOT EVERYTHING THAT 

COUNTS CAN BE COUNTED.
William Bruce Cameron, 1963 (Note: NOT Einstein!)
Our Conversion Rate
Optimisation doesn’t
measure customer
outcomes, it measures
business outcomes.
- Luke Wroblewski, 2017 (@lukew)
You can see this
everywhere. Twitter
for example…
(HT to @lukew)
MEASURE 

CUSTOMER OUTCOMES
UNDERSTAND YOUR
ORGANISATION AS
A SYSTEM
TAKE DIRECT
ACTION ON THE
SYSTEM
IDENTIFY LEVERS
FOR CHANGE
Check Plan Do
ELIMINATE
WASTE
LET ‘WORKERS’
DESIGN THE WORK
The problem won’t be
solved with a few A/B
tests. We really need
to do our jobs
differently.
W Edwards Deming
95% OF PERFORMANCE IS
DRIVEN BY THE SYSTEM, 

NOT YOUR TEAM.
Acting on the system
rather than individual
touchpoints is the way
forward. Inspired by
Dr W Edwards Deming.
But digital people –
and perhaps people in
general – like to stick
to what we know. The
wider end-to-end
customer experience
is often neglected.
John Seddon, Vanguard Consulting
THE COST OF ANY
TRANSACTION IS IN THE FLOW, 

NOT IN THE 

TRANSACTION ITSELFWhen you treat
customer interaction
as a cost that needs to
be slashed, you tend to
add cost, not reduce it.
This is why many of
our larger companies
have become call
centre factories. How
frustrating is that??
The Shift Index 2016, Deloitte
“Return on Assets” for large US companies
Meanwhile companies
don’t learn their
lessons. Their return
on assets has been
plummeting for years.
Which plays very very
nicely indeed into the
hands of the one
business that’s not
playing the game by
the same rules.
Amazon’s growth is
legendary, yet the
business effectively
delivers no profit.
Where does all the
money go?
Here’s the answer -
Amazon has the
largest spend in R&D…
And yet the business is
insulated from
shareholder pressure.
Whatever Amazon
does, the share price
goes up.
Meanwhile Amazon
has a huge stock of
cash ready to disrupt
any sector or any
industry at will.
They’re the only
retailer able to play a
last man standing
game.
Je! Bezos, 2013
THERE ARE 2 KINDS OF COMPANIES. 

THOSE THAT WORK TO TRY TO CHARGE MORE
AND THOSE THAT WORK TO CHARGE LESS.
WE WILL BE THE SECOND.
In many ways, that’s
the strategy. Amazon
can undercut any
company it chooses
until we’re all out of
business. Great!
Peter Drucker
THE PURPOSE OF A BUSINESS 

IS TO CREATE, AND RETAIN, 

A CUSTOMER Back to Mr Drucker. If
he’s right with this
quote, we all need to
work harder to focus
on our customers if
we’re going to repel
Amazon.
David Jarvis (aka DJ), 2017
4 Rs OF DIGITAL DIRECTORS:
RE-PITCH

RE-STRUCTURE

RE-PLATFORM

RESIGN And yet, here’s the
kicker. There’s some of
us who appear to be
riding the bandwagon.
But that doesn’t need
to be you, dear
Slideshare or LinkedIn
reader. You can zig
while the others zag.
Thank you!
@dcjarvis
The question is: what
are you going to do?

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Provocative ideas to shape your digital strategy

  • 1. Provocative ideas to shape your digital strategy @dcjarvis
  • 2. provocative
 prəˈvɒkətɪv/ adjective 1 causing anger or another strong reaction, especially deliberately. "a provocative speech" This presentation is designed to provoke you into thinking differently about your digital strategy. You may not agree with all of it. That’s fine.
  • 3. Peter Drucker YOU CAN’T MANAGE 
 WHAT YOU DON’T MEASURE. Some digital people use this phrase to help persuade bosses that measurement is some kind of holy grail. That metrics will show you a path to customer centricity.
  • 5. Monetate E-Commerce Quarterly, Nov 2016 If that were true, Google’s Checkout video wouldn’t be so funny, plus our conversion rates would be so much more appealing.
  • 6. Monetate ECommerce Quarterly, Nov 2016 4 – 5% 4-5% conversion is something I could only dream of while I worked in travel…
  • 7. David Jarvis aka DJ, 2017 IF YOUR WEBSITE WAS 
 A STORE COLLEAGUE, 
 YOU’D FIRE THEM. If retail stores only achieved the same level as digital, you’d be having serious words with the staff.
  • 8. Modern Toss, 2017 And here’s what I think is at the root of it. We’re measuring the wrong things.
  • 9. NOT EVERYTHING THAT 
 COUNTS CAN BE COUNTED. William Bruce Cameron, 1963 (Note: NOT Einstein!) Our Conversion Rate Optimisation doesn’t measure customer outcomes, it measures business outcomes.
  • 10. - Luke Wroblewski, 2017 (@lukew) You can see this everywhere. Twitter for example… (HT to @lukew)
  • 11. MEASURE 
 CUSTOMER OUTCOMES UNDERSTAND YOUR ORGANISATION AS A SYSTEM TAKE DIRECT ACTION ON THE SYSTEM IDENTIFY LEVERS FOR CHANGE Check Plan Do ELIMINATE WASTE LET ‘WORKERS’ DESIGN THE WORK The problem won’t be solved with a few A/B tests. We really need to do our jobs differently.
  • 12. W Edwards Deming 95% OF PERFORMANCE IS DRIVEN BY THE SYSTEM, 
 NOT YOUR TEAM. Acting on the system rather than individual touchpoints is the way forward. Inspired by Dr W Edwards Deming.
  • 13. But digital people – and perhaps people in general – like to stick to what we know. The wider end-to-end customer experience is often neglected.
  • 14. John Seddon, Vanguard Consulting THE COST OF ANY TRANSACTION IS IN THE FLOW, 
 NOT IN THE 
 TRANSACTION ITSELFWhen you treat customer interaction as a cost that needs to be slashed, you tend to add cost, not reduce it.
  • 15. This is why many of our larger companies have become call centre factories. How frustrating is that??
  • 16. The Shift Index 2016, Deloitte “Return on Assets” for large US companies Meanwhile companies don’t learn their lessons. Their return on assets has been plummeting for years.
  • 17. Which plays very very nicely indeed into the hands of the one business that’s not playing the game by the same rules.
  • 18. Amazon’s growth is legendary, yet the business effectively delivers no profit. Where does all the money go?
  • 19. Here’s the answer - Amazon has the largest spend in R&D…
  • 20. And yet the business is insulated from shareholder pressure. Whatever Amazon does, the share price goes up.
  • 21. Meanwhile Amazon has a huge stock of cash ready to disrupt any sector or any industry at will. They’re the only retailer able to play a last man standing game.
  • 22. Je! Bezos, 2013 THERE ARE 2 KINDS OF COMPANIES. 
 THOSE THAT WORK TO TRY TO CHARGE MORE AND THOSE THAT WORK TO CHARGE LESS. WE WILL BE THE SECOND. In many ways, that’s the strategy. Amazon can undercut any company it chooses until we’re all out of business. Great!
  • 23. Peter Drucker THE PURPOSE OF A BUSINESS 
 IS TO CREATE, AND RETAIN, 
 A CUSTOMER Back to Mr Drucker. If he’s right with this quote, we all need to work harder to focus on our customers if we’re going to repel Amazon.
  • 24. David Jarvis (aka DJ), 2017 4 Rs OF DIGITAL DIRECTORS: RE-PITCH
 RE-STRUCTURE
 RE-PLATFORM
 RESIGN And yet, here’s the kicker. There’s some of us who appear to be riding the bandwagon.
  • 25. But that doesn’t need to be you, dear Slideshare or LinkedIn reader. You can zig while the others zag.
  • 26. Thank you! @dcjarvis The question is: what are you going to do?