Developing a winning digital strategy and transformation program starts by understanding your customers, the market trends being driven by digital innovation, and translating those into requirements for your company. This presentation describes 5 steps to help you develop those requirements. Identifying high value customer outcomes, Profiling industry value chains, processes, and jobs, Actively participating in digital visionaries strategies, Defining and developing a digitally enabled customer journey, and Digitally re-visioning and re-aligning your products, marketing, and operations. Includes a link to a free 50 question discussion guide from our Strategic Digital Leadership "Competing for the Digital Future Leadership Program"

1. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
5
Steps
to
Define
Digital
Transforma4on
Requirements
Compe4ng
for
the
Digital
Future
|
Leadership
Program

2. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
Successful
transforma4on
aligns
your
company
on
what
maBers
most
The
digital
future’s
highest
value
markets,
customers,
capabili&es,
and
opportuni&es
GeCng
there
is
a
process
that
includes:
1. Iden4fying
high
value
customer
outcomes
2. Profiling
industry
value
chains,
processes,
and
jobs
3. Ac4vely
par4cipa4ng
in
digital
visionaries
strategies
4. Defining
and
developing
a
digitally
enabled
customer
journey
5. Digitally
re-­‐visioning
and
re-­‐aligning
your
products,
marke4ng,
and
opera4ons

3. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
Developing
Digital
Transforma4on
Requirements
What
will
create
value
for
your
visionary
customers
in
the
digitally
transformed
future?
3

4. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
Addi4onal
Resources
Click
below
for
free
slide
decks,
blogs
and
videos
from
our
Digital
Leadership
Program
4
Online
training,
materials,
and
tools
based
on
a
powerful
strategic
framework
drama&cally
reduce
the
&me
you
need
to
organize,
present
and
get
buy
in
for
your
program
Free
50+
ques&on
discussion
guide
excerpted
from
our
leadership
program

5. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
Successful
Transforma4on
Requirements
An&cipate
change
driven
by
digital
innova&on
and
what
visionary
customers
will
value
• Digital
innova&on
– An
ongoing
and
accelera4ng
process
– Con4nually
changing
what
customers
value
and
how
that
value
is
created
• Digital
transforma&on
must:
– Enable
your
company
to
look
far
beyond
the
status
quo
– Build
capabili4es
to
proac4vely
address
opportuni4es
and
risks
created
by
digital
innova4on
• Transforma&on
requirements
– An4cipate
how
digital
innova4on
will
change
what
customers
value
– Focus
your
company
on
inves4ng
in
things
that
will
create
future
value
– Guide
your
company
in
leSng
go
of
things
that
won’t
create
future
value
5

6. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
1.
Iden4fy
high
value
customer
outcomes
Successful
transforma&on
requirements
an&cipate
what
visionary
customers
will
value
Iden&fying
high
value
customer
outcomes
“Business
outcomes
that
create
transforma&onal
value
for
customers
and
growth
for
you.
• What
drives
their
business?
– What
value
do
they
create
–
what
experiences
do
they
deliver?
– What
jobs,
processes,
products,
and
services
support
the
crea4on
of
that
value?
– Which
of
those
create
the
greatest
most
differen4a4ng
value
for
their
customers
and
them?
– What
are
the
greatest
costs,
4me
requirements,
frustra4ons,
risks
within
those?
– How
are
outcomes
and
the
cost
and
other
elements
for
each
of
those
measured?
– How
could
emerging
digital
technology
and
ecosystems
be
architected
to
deliver
transforma4ve
value
to
those?
– If
that
were
accomplished
which
areas
would
drive
the
growth
and
value
for
your
customer?
– In
which
of
those
does
your
company
create
the
greatest
value?
– How
could
you
digitally
re-­‐vision
your
products,
services,
marke4ng,
and
opera4ons
contribute
to
those?
– Which
of
those
would
drive
the
greatest
growth
in
terms
of
revenue,
differen4a4on
and
customer
value?
6

7. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
2.
Profiling
industry
value
chains,
processes,
and
jobs
Emerging
technology
and
ecosystems
transform
industry
value
chains
7
new
Industry
Value
Chains
How
Jobs
Are
Done

8. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
2.
Profiling
industry
value
chains,
processes,
and
jobs
Industry
value
chains
are
re-­‐engineered
as
the
market
re-­‐defines
what’s
valuable
• Vision,
technology,
business
models,
and
visionary
customer
adop&on
reshape
industry
value
chains
– Redefine
enabling
products,
services
and
business
models
and
the
companies
that
provide
them
– Reshape
what
jobs
need
to
be
done,
how
those
are
done,
the
processes
those
are
a
part
of
– Reshape
what
the
market
defines
as
valuable
– Those
reshape
the
industry
value
chains
that
you
and
your
customers
are
a
part
of
• Your
digital
transforma&on
strategy
has
to
include
– The
ability
to
proac4vely
understand,
track
and
an4cipate
the
impact
and
changes
to
value
chains
– Development
of
con4nually
updated
scenarios
about
how
these
market
drivers
will
impact
industry
value
chains
and
the
opportuni4es
those
scenarios
create
to
deliver
new
transforma4onal
value
8

9. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
3.
Ac4vely
Par4cipate
in
Digital
Visionaries
Strategies
Customers,
Partners,
Influencers
that
are
proac&vely
shaping
the
digital
future
9

10. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
3.
Ac4vely
Par4cipate
in
Digital
Visionaries
Strategies
Visionary
Customers,
Partners,
and
Influencers
• Visionary
customers,
partners,
and
influencers
– Deeply
engaged
in
understanding
emerging
technologies
and
the
ecosystems
they
are
part
of
– Ac4vely
crea4ng
breakthrough
products
and
services
– Improving
process
effec4veness
and
market
performance
– Implemen4ng
more
effec4ve,
higher-­‐value
business
models
• They
are
catalysts
for
the
ecosystems
of
technology,
people
and
organiza&ons
that
are
shaping
the
future
–
If
you
aren’t
already
engaged
with
them,
you
need
to
be
– They
are
instrumental
in
shaping
opportuni4es,
requirements
and
threats
and
industry
value
chains
• Ac&ve
par&cipa&on
in
the
the
visioning,
crea&on,
valida&on,
and
refinement
of
their
strategies
gives
you
a
huge
edge
– Par4cipa4on
can
include
everything
from
exploratory
conversa4ons
to
joint
investment
–
Help
you
set
strategic
and
transforma4onal
priori4es
– Understand
what
will
create
future
value
and
growth
as
the
market
follows
their
lead
– Enables
you
to
preemp4vely
act
on
emerging
opportuni4es
10

11. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
4.
Define
and
Develop
a
Digitally
Enabled
Customer
Journey
Using
technology
to
facilitate
higher
value
outcomes
and
experiences
11

12. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
4.
Define
and
Develop
a
Digitally
Enabled
Customer
Journey
How
will
digitally
re-­‐engineered
value
chains,
business
models,
products,
marke&ng,
and
opera&onal
systems
change
your
customers
requirements
and
what
is
valuable
to
them
as
they
explore,
acquire,
deploy,
and
use
new
products
and
services?
• Defining
the
customer
journey
– What
processes,
informa4on,
and
interac4ons
will
customers
go
through
to
iden4fy,
acquire,
deploy,
manage,
and
maintain
the
products
and
services,
data,
informa4on
and
the
rela4onships
that
enable
them
to
achieve
high
value
outcomes?
• Who
within
the
customer
is
involved
at
what
stage?
– What
do
they
need
at
each
stage?
• What
role
do
your
current
customer
engagement,
product
capabili&es,
and
opera&onal
processes
play?
• How
will
market
changes
driven
by
digital
innova&on
change
customer
expecta&ons
and
requirements
– What
are
your
current
strengths
and
weaknesses
in
terms
of
crea4ng,
suppor4ng
and
building
high
value
customer
rela4onships
– What
transforma4ve
/
differen4a4ng
value
would
emerging
technology,
digital
ecosystems,
and
industry
value
chain
partners
enable
you
to
bring
to
your
customer
journey?
• What
insight
will
help
you
see
new
opportuni&es
and
where
you
are
vulnerable?
12

13. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
5.
Digitally
re-­‐vision
and
re-­‐align
your
products,
marke4ng,
and
opera4ons
Increased
speed,
performance,
ease
of
use,
interoperability,
data/analy&cs
13

14. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
5.
Digitally
re-­‐vision
and
re-­‐align
your
products,
marke4ng,
and
opera4ons
Defining
transforma&onal
requirements
for
products,
marke&ng,
and
opera&onal
systems
• Align
requirements
against
high
growth
customer
segments
and
high
value
outcomes
– Bring
together
the
insight
and
requirements
from
the
work
done
on
high
value
customer
outcomes,
emerging
technologies
industry
value
chains,
visionary
digital
strategies
and
the
customer
journey
• Iden&fy
opportuni&es
to
create
transforma&onal
value
– improve
speed,
performance,
and
user
experience
– Integrate
data,
jobs,
processes,
and
industry
value
chains
in
new
ways
– Add
intelligence
and
connec4vity
to
products
and
devices
– Leverage
ecosystems
and
the
data
of
the
digitally
enabled
processes
and
systems
within
them
– Contextually
personalize
products,
informa4on,
services
and
experiences
for
the
specific
customer
• Iden&fy
and
priori&ze
current
strengths,
weaknesses,
opportuni&es,
and
threats
– Review
the
vision
you
created
above
for
a
digitally
transformed
future
– Review
and
priori4ze
strengths,
weaknesses,
opportuni4es
and
threats
against
that
– Define
and
priori4ze
transforma4onal
requirements
for
the
product,
marke4ng,
and
opera4onal
– Integrate
a
align
those
with
requirements
expressed
by
internal
stakeholders
– You
now
have
a
good
first
cut
at
the
requirements
for
your
digital
transforma4on
program.
14

15. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
Addi4onal
Resources
Click
below
for
free
slide
decks,
blogs
and
videos
from
our
Digital
Leadership
Program
15
Online
training,
materials,
and
tools
based
on
a
powerful
strategic
framework
drama&cally
reduce
the
&me
you
need
to
organize,
present
and
get
buy
in
for
your
program
Free
50+
ques&on
discussion
guide
excerpted
from
our
leadership
program

16. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
mike@spicecatalyst.com
Mike
Connor
Principal,
Spice
Catalyst
Director,
Customer
Value
Crea&on
Interna&onal
(CVCI)
Author:
• Crea4ng
Insanely
Great
Customers
• Compe4ng
for
the
Digital
Future
A
Leadership
Program
in
Digital
Strategy
and
Transforma4on
16

17. Compe&ng
for
The
Digital
Future
Kick
Start
Your
Digital
Strategy
and
Transforma&on
Program
Let’s
get
this
done!
Your
Agile
Business
Accelera&on
Agency
Thank
You
17