Jo Caudron's presentation on managing Digital Transformation at #ebook15

1. Managing Digital
Transformation
November 2015
jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98

2. @jcaudron
• we are a digital and innovative
marketing consulting company
• founded in 2009 as Dearmedia, now
the nucleus of the Duval Union
ecosystem
• we work for large European clients
• we have a strong vision on the
impact of digital and act accordingly
• we are advisors, writers, coaches
and entrepreneurs

3. Hi, I’m Jo Caudron
Active in digital since 1993
Internet entrepreneur
involved in 20+ start-ups.
Founding Partner of
Are you an active social media user?
Do you embrace new technology?
Do you get your kicks from new business models?
Who are you?

4. Digital disruption is real.
Expect a smack in the face…

5. who is your…

6. Where did the
money go?

7. @jcaudron
Disruption
Modeling
Transformation
You have a choice

8. @jcaudron
Disruption
Modeling
Transformation
You have a choice
Fear
Insight
Direction

9. @jcaudron
Waves of Digital Disruption
1995+
Music
Photography
Video Rental
…
2005+
Print Media
Books
TV
Travel
HR
…
2015+
Finance
Healthcare
Automotive
Retail
Education
Telco
…
2020+
All Safe havens
will be subject
to digital
disruption
…

10. @jcaudron
What can we learn?

11. @jcaudron
What can we learn?

12. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything, everywhere,
every time

13. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
versus
Retail

14. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Food

15. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Finance

16. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Media

17. Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
versus
Publishing

18. So now that you understand Digital Disruption,
how do you start the actual Transformation?

19. Stop hyping, start doing:
Digital Transformation Modeling
Sold in over 30 countries

20. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries

21. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries

22. Digital Transformation Modeling
Spot and understand
the dynamics of
digital disruption
Sold in +30 countries
Analyse the impact
on your industry and
business
Create a future vision
and a transformation
strategy
Create a Digital
Agenda that gets you
there.

23. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries

24. “If you can't understand the new
world of digital, fire yourself.
Build an executive team that is
digital-first (when problems arise,
the first solution is always digital).
Make sure there is a techie on the
board of directors. If the board
has a low digital IQ, the company
will have a low digital IQ”
George Colony
CEO Forrester Research
So, where are you?
How digital is your
company?
Digital Leadership

25. The ideal situation
CEO
Ideally your
CEO is the
digital lead
CIO COO CbsOSalesMkt

26. The ideal situation
CEO
Ideally your
CEO is the
digital lead
Unfortunately
she/he is
probably not.
CIO COO CbsOSalesMkt
Is the CIO the
digital lead?
Is the CMO the
digital lead?

27. DIGITAL OFFICE
You need Digital Leadership, on all levels
CIO COO CbsOSalesMkt
CDO
Virtual Digital Leadership Team
Board of Directors
Shareholders
CEO
Vertical focus, based on
traditional technology,
platforms, processes
Transversal focus, based on business
models, agility, change, people, …
Vertical focus, based on
channels, media,
communication,
marketing, …

28. DIGITAL OFFICE
You need Digital Leadership, on all levels
CIO COO CbsOSalesMkt
CDO
Virtual Digital Leadership Team
Board of Directors
Shareholders
CEO
?
Transversal focus, based on business
models, agility, change, people, …
The CDO
• general manager with change management
skills
• Leadership
• P&L-driven
• Definition of strategy
• Execution of results
• Relationship-building and using
influence
• Demonstrating cultural sensitivity
• Knowledge of digital business models
• Experience with Transformation of products
and technology capabilities (from analog to
digital)
• Experience in developing new channels in a
fast and agile business way
• A real passion about (deep-)technology
• He’s in charge of the digital agenda,
wherever it happens: the Factory, the
Guesthouse or the Garage

29. Sales
Marketing&Communication
Service&Support
HR
(Digital)Technology
PR&ExternalCommun.
R&D&Enterprise2.0
Digital Business Models
Are you locked-up in your vertical silo’s or can you
create transversal business change?
Sales
Marketing&Communication
Service&Support
HR
DigitalTechnology
PR&ExternalCommun.
R&D&Enterprise2.0

30. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries

31. The Classics The Converted The Digital The Ruptured
Traditional model
Traditional channels
Traditional models
Digital channels
New business models
Digital channels
Everything new
Incumbents (you) Challengers (them)

32. Different types of innovation
The Factory The Guesthouse The Garage
Incremental innovation Change projects Breakthrough innovation

33. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries

34. Digital Transformation Fleet
?Are you the captain of a rigid
(sinking) ship
Are you the commander in chief of
a fleet that changes the world?
(no, this is NOT Captain Iglo, it’s Edward Smith from the Titanic)

35. Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries

36. @jcaudron
1.
The customer always decides

37. @jcaudron
2.
All things you do
must start from a
superior
experience

38. @jcaudron
3.
From now on, you
are an agile and
flexible company

39. @jcaudron
4.
You live in a world of
uncertainty

40. @jcaudron
5.
Always play on the offense
instead of the defense

41. @jcaudron
6.
Don’t be afraid to cannibalize
your own business

42. @jcaudron
7.
Never, ever, disrespect
new or small players

43. 7 Key Take-Aways

44. @jcaudron
Disruption is real, deal with it!
Disruption
Modeling
Transformation
1. Disruption is
happening anyway, often
without your knowing…

45. @jcaudron
Disruption is real, deal with it!
Disruption
Modeling
Transformation
2. There are
methods to
understand the
impact and plan
for the future

46. @jcaudron
Disruption is real, deal with it!
Disruption
Modeling
Transformation3. You can take transformation in your own
hands, but you will have to start NOW, in
order to stay in the drivers seat!

47. @jcaudron
4. You’ll need digital
leadership throughout
the entire organization

48. @jcaudron
5. You will need to embrace new
culture, policies, rules, methodologies,
technology, processes, attitude, …

49. @jcaudron
6. You’re no longer too big to fail …

50. @jcaudron
7. still looking for n°7

51. So, what does your
future look like? Thank you!
jo.caudron@duvalunion.com
@jcaudron
00 32 475 43 80 98

52. Managing Digital
Transformation
November 2015
jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98