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The
    DigitalDeca
10 Management Truths for the Web Age.
                         by Lisa Welchman
T h e D i g i Ta L D e c a • Lisa Welchman




                                               Web Phrenology:


                                            The science of understanding an
                                        organization’s strengths and weaknesses
                                           by examining their Web presence.




                                                                                  ©2010 Lisa Welchman
                                                         one
T h e D i g i Ta L D e c a • Lisa Welchman




                                       Meet Wendell Wallace Webb

                               he is the voice of your organization. he talks online,
                               non-stop 24x7, globally, whether you like it or not.


                                                                       hallo Welt,
              hallå världen
                                                                                     Witaj świecie
               Hello, World!
                      Bonjour
                            tout le monde a                              Hello World!
hello world
                                                                           Hello, World!
           ‫ﻡﻝﺍﻉﻝﺍ ﻱﻑ ﺍﺏﺡﺭﻡ‬                                                       привет мир в
                     Hola mundo




                                                                                                     ©2010 Lisa Welchman
                            Hello worldを
                                                                        Ciao mondo
                                                                           hola,
                                                                               mundo
T h e D i g i Ta L D e c a • Lisa Welchman




                                 and, you might be surprised what he says to your


                                                 customers
                                             members
                                                             citizens
                                        patients
                                                    students

                                                     shareholders
                                                 employees




                                                                                    ©2010 Lisa Welchman
                                                       Th r ee
T h e D i g i Ta L D e c a • Lisa Welchman




                                         “T organization is messed up.
                                           his
                                    They might not have credible information.
                                    They’re wasteful. They can’t collaborate.
                                      And they might not be able to thrive
                                                in the Web age.”




                                                                                ©2010 Lisa Welchman
                                                      f ou r
T h e D i g i Ta L D e c a • Lisa Welchman




                                              The Good Old 20th Century

                                                      So, maybe your organization
                                              was always messed up, didn’t have credible
                                                 information, was wasteful and unable
                                             to collaborate. But it didn’t matter as long as
                                               your storefront to the world looked good.




                                                                                               ©2010 Lisa Welchman
                                                f ive
T h e D i g i Ta L D e c a • Lisa Welchman




                                                  “But now, you broadcast your
                                             company’s dysfunction to the whole wide
                                               world with the instant, digital, global
                                                  communications channel that
                                                           is the www.”




                                                                                         ©2010 Lisa Welchman
                                                           six
T h e D i g i Ta L D e c a • Lisa Welchman




                                 “And, before Web 2.0 you didn’t
                           have an instant, digital, global communications
                           channels like Twitter, flickr, facebook, et al,
                                  that your customers could use
                               to tell everyone how dysfunctional
                                             you are…”




                                                                             ©2010 Lisa Welchman
                                                    seven
T h e D i g i Ta L D e c a • Lisa Welchman




                                       The Organizational Dynamic
                                          Behind Bad Web Sites


                          a mo u n t o f o ffline                  amount of onli n e
                             Money                                    content
                              Power          e qual s                   Data
                              clout                                  applications
                   access to senior Leadership




                            Web sites are usually developed by subjective taste and
                      organizational power, instead of by understanding customer needs.




                                                                                          ©2010 Lisa Welchman
                         This makes bad Web sites which can communicate surprising
                                           things to your customers.

                                                    eigh T
T h e D i g i Ta L D e c a • Lisa Welchman




                                  How Organizational Dysfunction
                                      Affects Your Web Site


                                              “Is 404 their area code?
                                             Where’s the rest of the phone
                                                  number (click).”
             “You don’t care how                                             “Is this the same company
          long i have to look to find                                        (clickity, clickity, click)?”
          information. You’re wast-
             ing my time (click).”
                                                                                          “I just spent 5 minutes
                                                                                     filling out a form just like this.
         “I need to know                                                                 You’re wasting my time...
 everything about my disease,                                                           again. (click and Tweet).”
 not just what one group says.
    i don’t know what to do.




                                                                                                                          ©2010 Lisa Welchman
 i’m trying to make a life deci-
   sion. i’m scared and you’re
                                                                                            Bad Search
      confusing me (click).”
                                                                                         “@!*@&! (click)!”
T h e D i g i Ta L D e c a • Lisa Welchman




                               Your customers use the Web to find information,
                         shop and manage themselves in a crisis, and based on their
                           experience on your Web site they form an opinion about
                     your business, your brand, your competence, relevance and viability.
                                if that opinion isn’t great, they move on to the
                            next possibility, unconstrained by geography or time—
                                         until their needs are satisfied.




                                                                                            ©2010 Lisa Welchman
                                                     Ten
T h e D i g i Ta L D e c a • Lisa Welchman




                                         “Wait! Don’t leave.
                                    You haven’t visited all 25 of
                                         my content silos!”




                                                                    ©2010 Lisa Welchman
                                                eLeven
T h e D i g i Ta L D e c a • Lisa Welchman




                                   Most organizations address low Web quality
                                by redesigning their Web site or installing expensive
                             infrastructure technology. The real reason your Web site
                                     keeps falling into disrepair is because your
                               organization’s management practices don’t align with
                                        the 21st century business dynamic.




                                                                                        ©2010 Lisa Welchman
                                                     TWeLve
T h e D i g i Ta L D e c a • Lisa Welchman




                                             What Happened to Your Business
                                                when the Web Happened
                                                  The Web changed the rules, not just for
                                             the way you communicate with your customers,
                                              partners, employees or process transactions or
                                              disseminate data…but for your entire business.




                                                                                               ©2010 Lisa Welchman
                                              T h irTeen
T h e D i g i Ta L D e c a • Lisa Welchman




                                       The Web speeds up and intensifies the
                                  pace of business and puts customers in a greater
                                                 position of power.
                                    now, your customers have a platform from
                                  which to announce, loudly and clearly, their likes
                                      and dislikes about how you do business.




                                                                                       ©2010 Lisa Welchman
                                                      f ou rTeen
T h e D i g i Ta L D e c a • Lisa Welchman




                                   unfortunately, many executives have allowed
                              their organization’s Web presence to be managed in a
                                 reactionary, non-strategic way…riding the wave
                            of the latest technologies and delegating strategic business
                                  decisions to junior resources…underestimating
                              the impact of the internet on business, or reluctant to
                                 shift a successful legacy business model to a new
                                             un-proven Web paradigm.




                                                                                           ©2010 Lisa Welchman
                                                      f if Teen
T h e D i g i Ta L D e c a • Lisa Welchman




                                 right now, it’s just your Web site that is failing
                             but as younger or more nimble companies leverage the
                            Web and better engage your customer base, you may find
                                     that it’s also your business that’s failing.




                                                                                      ©2010 Lisa Welchman
                                                    sixTeen
T h e D i g i Ta L D e c a • Lisa Welchman




                                 The Business Challenge of the Web
       The 21st century business world consists       • a direct link between organizational
       of both a physical and digital hemisphere        objectives and values and the governance
       with the organization’s digital presence         of your organization’s information supply
       magnifying the management efficiencies           chain.
       and inefficiencies of the physical presence.
                                                      • sound and rapid execution.
       Because of the all-ecompassing, omni-di-
                                                      • Persistent measurement of performance.
       rectional, democratic nature of the World
       Wide Web, organizations must manage with       some organizations try to heed these com-
       precision and coherence in order to remain     mon tenets while others are less culturally
       viable and maintain control of their brand.    inclined to manage this way. But for most
                                                      who are able to manage this way, it is only
       Coherence means:
                                                      for the physical hemisphere, not the digital.
       • clear articulation of an organization’s




                                                                                                      ©2010 Lisa Welchman
          objectives and values.



                                                sevenTeen
T h e D i g i Ta L D e c a • Lisa Welchman




                                      The Web is the disruptive, operations
                         optimizing, information disseminating, sales closing, feedback
                          gathering technology of our time. if an organization can not
                                          manage the Web, it will fail.
                                In order to remain competitive, executives must
                       aggressively seek to integrate the management capabilities of the
                             Web into its overall business operations. The Web can
                            not continue to be an operational silo, planned for as an
                       afterthought and dismissed by senior management as “technical”
                                 and Web teams can no longer be treated as an
                            organizational ghetto, underfunded, out of sight and out
                                           of mind of senior leaders.




                                                                                           ©2010 Lisa Welchman
                                                   eigh T een
T h e D i g i Ta L D e c a • Lisa Welchman




                                      The solution to maintaining or growing
                           organizational effectiveness and competitive advantage lies
                             in the establishment of 10 core management principles.
                                        These are called the Digital Deca.




                                                                                         ©2010 Lisa Welchman
                                                   nineTeen
T h e D i g i Ta L D e c a • Lisa Welchman




                                                The
                                             DigitalDeca
                           10 Management Truths for the Web Age.




                                                                   ©2010 Lisa Welchman
                                                  20
T h e D i g i Ta L D e c a • Lisa Welchman




                                                 TruTH          1
                                  Your Web presence is the digital
                                 manifestation of your organization.

                                 an organization’s business strategy must address
                               both the digital and traditional business arena. These
                                   realms must be married and either may lead.




                                                                                        ©2010 Lisa Welchman
                                                       20 one
T h e D i g i Ta L D e c a • Lisa Welchman




                                                TruTH          2
                                In a digitally transforming business
                               environment, bold leadership is vital.

                                collaboration must be enabled from the top of the
                         organization. if enabled from the bottom, power struggles will
                             compromise business objectives. Those power struggles
                          will slow the pace of innovation, be clearly magnified in your
                          digital presence and expose your internal weaknesses to your
                                            competitors and customers.




                                                                                           ©2010 Lisa Welchman
                                                     20 T Wo
T h e D i g i Ta L D e c a • Lisa Welchman




                                             TruTH             3
                               Decision making must be based upon
                                       expertise, not power.

                               an organization must emplace mechanisms that
                        promote rapid and sound decision making based on knowledge
                              and expertise, not perceived or real organizational
                            political power. if decision making is guided by power,
                                             collaboration will fail.




                                                                                      ©2010 Lisa Welchman
                                                 20 T h r ee
T h e D i g i Ta L D e c a • Lisa Welchman




                                                  TruTH          4
                                             The business framework
                                               must be inclusive.

                                  organizational policy must protect and enable
                           both the organization’s physical and digital world presence.
                            if policy and operations are exclusively aligned to one or
                                     the other, risk is substantially increased.




                                                                                          ©2010 Lisa Welchman
                                                     20 f ou r
T h e D i g i Ta L D e c a • Lisa Welchman




                                                TruTH            5
                                    Standards enable collaboration.

                                standards for business execution must be complete
                               and enforceable or chaos will occur with growth; but
                                managed chaos can spawn innovation and lead to
                                              competitive advantage.




                                                                                      ©2010 Lisa Welchman
                                                      20 f ive
T h e D i g i Ta L D e c a • Lisa Welchman




                                                  TruTH          6
                                             The Web is an asset.

                                     organizations must understand and act on
                                  the potential of the Web to create efficiencies and
                                                 realize more revenue.




                                                                                        ©2010 Lisa Welchman
                                                        20 six
T h e D i g i Ta L D e c a • Lisa Welchman




                                                   TruTH           7
                                             The organization owns
                                               the Web presence.

                                   The whole organization is responsible for the
                                quality and integrity of its digital presence – not just
                                  Marketing/communications or the information
                                                 Technology team.




                                                                                           ©2010 Lisa Welchman
                                                        20 seven
T h e D i g i Ta L D e c a • Lisa Welchman




                                              TruTH           8
                                      Management should embrace
                                           impermanence.
                            in a world where knowledge flows freely and globally,
                       organizations must realize the advantages of matrix management
                          and leverage expertise where it resides. clearly articulated
                           performance indicators, standards-based execution, and
                         Web-based collaboration can resolve the chaos of the matrix.




                                                                                         ©2010 Lisa Welchman
                                                  20 eigh T
T h e D i g i Ta L D e c a • Lisa Welchman




                                                  TruTH        9
                                             Know your customer but
                                               own your mission.

                               organizations must understand the subjective needs
                              of their digital and physical world customers and make
                                 mission-driven determinations about which needs
                                           will be met and which will not.




                                                                                       ©2010 Lisa Welchman
                                                     20 nine
T h e D i g i Ta L D e c a • Lisa Welchman




                                                TruTH         10
                                       Measure twice, execute once.

                                   organizations must use both quantitative and
                                 qualitative data to determine business success. and
                                synthesize physical and digital business execution in
                                      order to maintain competitive advantage.




                                                                                        ©2010 Lisa Welchman
                                                         30
T h e D i g i Ta L D e c a • Lisa Welchman




                                                The
                                     DigitalDeca
                        10 Management Truths for the Web Age.
                   Truth 1 Your Web presence is the digital manifestation of your organization.
                   Truth 2 In a digitally transforming business environment, bold leadership is vital.
                   Truth 3 Decision-making must be based upon expertise, not power.
                   Truth 4 The business framework must be inclusive.
                   Truth 5 Standards enable collaboration.
                   Truth 6 The Web is an asset.
                   Truth 7 The organization owns the Web presence.
                   Truth 8 Management should embrace impermanence.
                   Truth 9 Know your customer but own your mission.




                                                                                                         ©2010 Lisa Welchman
                   Truth 10 Measure twice, execute once.


                                                    30 one
T h e D i g i Ta L D e c a • Lisa Welchman




                                       When senior leaders step up to the plate
                                  and embrace the Digital Deca, organizations will
                                     enter the Web age—an age of collaboration,
                                innovation, and real reward. The Web presence will
                                   reflect the values and intent of the business and
                                the organizational workforce will operate in a zone
                                      of empowerment—where both morale and
                                                    profit are high.




                                                                                       ©2010 Lisa Welchman
                                                      30 T Wo
Lisa Welchman is the founding partner of WelchmanPierpoint. she has pio-
neered the field of Web operations Management by distinguishing Web strat-
egy, governance, execution and measurement as it pertains to large Web sites,
and creating innovative, practical solutions for clients. Lisa wields a sharp
ability to define and distinguish the over-arching principles of managing large
Web sites and is a recognized thought leader in the area of Web governance.
Since 1999, Lisa has been leading consulting engagements with a combination
of high-level strategic vision, clear understanding of the challenges of senior
executives, and real-world problem solving. her clients include The World
Bank, The us food and Drug administration, usa.gov, research in Motion,
clorox, Wells fargo, the social security administration, and seattle Times
interactive, among others.

Lisa Welchman
twitter: @lwelchman
info@welchmanpierpoint.com
welchmanpierpoint.com
410.377.3012
Goodbye, World!
  Goodbye, W




                  ©2010 Lisa Welchman

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The Digital Deca: 10 Management Truths for the Web Age eBook

  • 1. The DigitalDeca 10 Management Truths for the Web Age. by Lisa Welchman
  • 2. T h e D i g i Ta L D e c a • Lisa Welchman Web Phrenology: The science of understanding an organization’s strengths and weaknesses by examining their Web presence. ©2010 Lisa Welchman one
  • 3. T h e D i g i Ta L D e c a • Lisa Welchman Meet Wendell Wallace Webb he is the voice of your organization. he talks online, non-stop 24x7, globally, whether you like it or not. hallo Welt, hallå världen Witaj świecie Hello, World! Bonjour tout le monde a Hello World! hello world Hello, World! ‫ﻡﻝﺍﻉﻝﺍ ﻱﻑ ﺍﺏﺡﺭﻡ‬ привет мир в Hola mundo ©2010 Lisa Welchman Hello worldを Ciao mondo hola, mundo
  • 4. T h e D i g i Ta L D e c a • Lisa Welchman and, you might be surprised what he says to your customers members citizens patients students shareholders employees ©2010 Lisa Welchman Th r ee
  • 5. T h e D i g i Ta L D e c a • Lisa Welchman “T organization is messed up. his They might not have credible information. They’re wasteful. They can’t collaborate. And they might not be able to thrive in the Web age.” ©2010 Lisa Welchman f ou r
  • 6. T h e D i g i Ta L D e c a • Lisa Welchman The Good Old 20th Century So, maybe your organization was always messed up, didn’t have credible information, was wasteful and unable to collaborate. But it didn’t matter as long as your storefront to the world looked good. ©2010 Lisa Welchman f ive
  • 7. T h e D i g i Ta L D e c a • Lisa Welchman “But now, you broadcast your company’s dysfunction to the whole wide world with the instant, digital, global communications channel that is the www.” ©2010 Lisa Welchman six
  • 8. T h e D i g i Ta L D e c a • Lisa Welchman “And, before Web 2.0 you didn’t have an instant, digital, global communications channels like Twitter, flickr, facebook, et al, that your customers could use to tell everyone how dysfunctional you are…” ©2010 Lisa Welchman seven
  • 9. T h e D i g i Ta L D e c a • Lisa Welchman The Organizational Dynamic Behind Bad Web Sites a mo u n t o f o ffline amount of onli n e Money content Power e qual s Data clout applications access to senior Leadership Web sites are usually developed by subjective taste and organizational power, instead of by understanding customer needs. ©2010 Lisa Welchman This makes bad Web sites which can communicate surprising things to your customers. eigh T
  • 10. T h e D i g i Ta L D e c a • Lisa Welchman How Organizational Dysfunction Affects Your Web Site “Is 404 their area code? Where’s the rest of the phone number (click).” “You don’t care how “Is this the same company long i have to look to find (clickity, clickity, click)?” information. You’re wast- ing my time (click).” “I just spent 5 minutes filling out a form just like this. “I need to know You’re wasting my time... everything about my disease, again. (click and Tweet).” not just what one group says. i don’t know what to do. ©2010 Lisa Welchman i’m trying to make a life deci- sion. i’m scared and you’re Bad Search confusing me (click).” “@!*@&! (click)!”
  • 11. T h e D i g i Ta L D e c a • Lisa Welchman Your customers use the Web to find information, shop and manage themselves in a crisis, and based on their experience on your Web site they form an opinion about your business, your brand, your competence, relevance and viability. if that opinion isn’t great, they move on to the next possibility, unconstrained by geography or time— until their needs are satisfied. ©2010 Lisa Welchman Ten
  • 12. T h e D i g i Ta L D e c a • Lisa Welchman “Wait! Don’t leave. You haven’t visited all 25 of my content silos!” ©2010 Lisa Welchman eLeven
  • 13. T h e D i g i Ta L D e c a • Lisa Welchman Most organizations address low Web quality by redesigning their Web site or installing expensive infrastructure technology. The real reason your Web site keeps falling into disrepair is because your organization’s management practices don’t align with the 21st century business dynamic. ©2010 Lisa Welchman TWeLve
  • 14. T h e D i g i Ta L D e c a • Lisa Welchman What Happened to Your Business when the Web Happened The Web changed the rules, not just for the way you communicate with your customers, partners, employees or process transactions or disseminate data…but for your entire business. ©2010 Lisa Welchman T h irTeen
  • 15. T h e D i g i Ta L D e c a • Lisa Welchman The Web speeds up and intensifies the pace of business and puts customers in a greater position of power. now, your customers have a platform from which to announce, loudly and clearly, their likes and dislikes about how you do business. ©2010 Lisa Welchman f ou rTeen
  • 16. T h e D i g i Ta L D e c a • Lisa Welchman unfortunately, many executives have allowed their organization’s Web presence to be managed in a reactionary, non-strategic way…riding the wave of the latest technologies and delegating strategic business decisions to junior resources…underestimating the impact of the internet on business, or reluctant to shift a successful legacy business model to a new un-proven Web paradigm. ©2010 Lisa Welchman f if Teen
  • 17. T h e D i g i Ta L D e c a • Lisa Welchman right now, it’s just your Web site that is failing but as younger or more nimble companies leverage the Web and better engage your customer base, you may find that it’s also your business that’s failing. ©2010 Lisa Welchman sixTeen
  • 18. T h e D i g i Ta L D e c a • Lisa Welchman The Business Challenge of the Web The 21st century business world consists • a direct link between organizational of both a physical and digital hemisphere objectives and values and the governance with the organization’s digital presence of your organization’s information supply magnifying the management efficiencies chain. and inefficiencies of the physical presence. • sound and rapid execution. Because of the all-ecompassing, omni-di- • Persistent measurement of performance. rectional, democratic nature of the World Wide Web, organizations must manage with some organizations try to heed these com- precision and coherence in order to remain mon tenets while others are less culturally viable and maintain control of their brand. inclined to manage this way. But for most who are able to manage this way, it is only Coherence means: for the physical hemisphere, not the digital. • clear articulation of an organization’s ©2010 Lisa Welchman objectives and values. sevenTeen
  • 19. T h e D i g i Ta L D e c a • Lisa Welchman The Web is the disruptive, operations optimizing, information disseminating, sales closing, feedback gathering technology of our time. if an organization can not manage the Web, it will fail. In order to remain competitive, executives must aggressively seek to integrate the management capabilities of the Web into its overall business operations. The Web can not continue to be an operational silo, planned for as an afterthought and dismissed by senior management as “technical” and Web teams can no longer be treated as an organizational ghetto, underfunded, out of sight and out of mind of senior leaders. ©2010 Lisa Welchman eigh T een
  • 20. T h e D i g i Ta L D e c a • Lisa Welchman The solution to maintaining or growing organizational effectiveness and competitive advantage lies in the establishment of 10 core management principles. These are called the Digital Deca. ©2010 Lisa Welchman nineTeen
  • 21. T h e D i g i Ta L D e c a • Lisa Welchman The DigitalDeca 10 Management Truths for the Web Age. ©2010 Lisa Welchman 20
  • 22. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 1 Your Web presence is the digital manifestation of your organization. an organization’s business strategy must address both the digital and traditional business arena. These realms must be married and either may lead. ©2010 Lisa Welchman 20 one
  • 23. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 2 In a digitally transforming business environment, bold leadership is vital. collaboration must be enabled from the top of the organization. if enabled from the bottom, power struggles will compromise business objectives. Those power struggles will slow the pace of innovation, be clearly magnified in your digital presence and expose your internal weaknesses to your competitors and customers. ©2010 Lisa Welchman 20 T Wo
  • 24. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 3 Decision making must be based upon expertise, not power. an organization must emplace mechanisms that promote rapid and sound decision making based on knowledge and expertise, not perceived or real organizational political power. if decision making is guided by power, collaboration will fail. ©2010 Lisa Welchman 20 T h r ee
  • 25. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 4 The business framework must be inclusive. organizational policy must protect and enable both the organization’s physical and digital world presence. if policy and operations are exclusively aligned to one or the other, risk is substantially increased. ©2010 Lisa Welchman 20 f ou r
  • 26. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 5 Standards enable collaboration. standards for business execution must be complete and enforceable or chaos will occur with growth; but managed chaos can spawn innovation and lead to competitive advantage. ©2010 Lisa Welchman 20 f ive
  • 27. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 6 The Web is an asset. organizations must understand and act on the potential of the Web to create efficiencies and realize more revenue. ©2010 Lisa Welchman 20 six
  • 28. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 7 The organization owns the Web presence. The whole organization is responsible for the quality and integrity of its digital presence – not just Marketing/communications or the information Technology team. ©2010 Lisa Welchman 20 seven
  • 29. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 8 Management should embrace impermanence. in a world where knowledge flows freely and globally, organizations must realize the advantages of matrix management and leverage expertise where it resides. clearly articulated performance indicators, standards-based execution, and Web-based collaboration can resolve the chaos of the matrix. ©2010 Lisa Welchman 20 eigh T
  • 30. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 9 Know your customer but own your mission. organizations must understand the subjective needs of their digital and physical world customers and make mission-driven determinations about which needs will be met and which will not. ©2010 Lisa Welchman 20 nine
  • 31. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 10 Measure twice, execute once. organizations must use both quantitative and qualitative data to determine business success. and synthesize physical and digital business execution in order to maintain competitive advantage. ©2010 Lisa Welchman 30
  • 32. T h e D i g i Ta L D e c a • Lisa Welchman The DigitalDeca 10 Management Truths for the Web Age. Truth 1 Your Web presence is the digital manifestation of your organization. Truth 2 In a digitally transforming business environment, bold leadership is vital. Truth 3 Decision-making must be based upon expertise, not power. Truth 4 The business framework must be inclusive. Truth 5 Standards enable collaboration. Truth 6 The Web is an asset. Truth 7 The organization owns the Web presence. Truth 8 Management should embrace impermanence. Truth 9 Know your customer but own your mission. ©2010 Lisa Welchman Truth 10 Measure twice, execute once. 30 one
  • 33. T h e D i g i Ta L D e c a • Lisa Welchman When senior leaders step up to the plate and embrace the Digital Deca, organizations will enter the Web age—an age of collaboration, innovation, and real reward. The Web presence will reflect the values and intent of the business and the organizational workforce will operate in a zone of empowerment—where both morale and profit are high. ©2010 Lisa Welchman 30 T Wo
  • 34. Lisa Welchman is the founding partner of WelchmanPierpoint. she has pio- neered the field of Web operations Management by distinguishing Web strat- egy, governance, execution and measurement as it pertains to large Web sites, and creating innovative, practical solutions for clients. Lisa wields a sharp ability to define and distinguish the over-arching principles of managing large Web sites and is a recognized thought leader in the area of Web governance. Since 1999, Lisa has been leading consulting engagements with a combination of high-level strategic vision, clear understanding of the challenges of senior executives, and real-world problem solving. her clients include The World Bank, The us food and Drug administration, usa.gov, research in Motion, clorox, Wells fargo, the social security administration, and seattle Times interactive, among others. Lisa Welchman twitter: @lwelchman info@welchmanpierpoint.com welchmanpierpoint.com 410.377.3012
  • 35. Goodbye, World! Goodbye, W ©2010 Lisa Welchman