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Digital Transformation 1-Hour Course Overview Ibec - Dublin March 7th 2018

A 1-hour course "Leadership, Not Technology, Creates Competitive Advantage". The course explains the importance of strategic, data-driven leadership and how to create an organisation with the 'digital mindset'.

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Digital Transformation 1-Hour Course Overview Ibec - Dublin March 7th 2018

  1. 1. Prof. Niall McKeown Leadership, Not Technology, Creates Competitive Advantage www.ionology.com 1
  2. 2. 4 Strategy is where we create competitive advantage People and a culture of innovation sustains it Technology & Communications is the means by which it is delivered WHAT WE BELIEVE
  3. 3. MARKETING INDUSTRY MANAGEMENT CONSULTANCY TECHNOLOGY PROVIDERS THOSE INVOLVED IN DIGITAL TRANSFORMATION TOP 10 MARKETING FIRMS NOW CONTAINS 1 TECH & 3 MANAGEMENT CONSULTANCIES Source: http://adage.com/article/news/consultancies-rising/308845/
  4. 4. THOSE INVOLVED IN DIGITAL TRANSFORMATION MARKETING INDUSTRY MANAGEMENT CONSULTANCY TECHNOLOGY PROVIDERS
  5. 5. 7 The word “digital” is a synonym for the pace of change that’s occurring in today’s world, driven by the rapid adoption of technology. “Transformation” in this context is: How an organisation is built to change, innovate and reinvent rather than simply enhance and support the traditional methods. WHAT IS DIGITAL TRANSFORMATION?
  6. 6. 8 TOP 4 MYTHS OF DIGITAL TRANSFORMATION
  7. 7. 9 Myth #1 Improving IT leads to Digital Transformation TOP 4 MYTHS OF DIGITAL TRANSFORMATION
  8. 8. 10
  9. 9. Customers/Relevance/Sales Gross Profit Technology Reducing Operating Costs Creating Efficiencies New Products & Services Innovation, Co-Creation Powered by Technology Uncomfortable Place Comfortable Place MYTH #1 IMPROVING IT LEADS TO DIGITAL TRANSFORMATION 11
  10. 10. “Digital transformation is fundamentally not about technology but about strategy. Although it may require upgrading your IT architecture, the more important upgrade is to your strategic thinking.” The Digital Transformation Playbook: Rethink Your Business for the Digital Age (Columbia Business School Publishing) MYTH #1 IMPROVING IT LEADS TO DIGITAL TRANSFORMATION
  11. 11. TOP 4 MYTHS OF DIGITAL TRANSFORMATION 13 Myth #2 Digitising Operations is Strategic and Transformational
  12. 12. MYTH #2 DIGITISING OPERATIONS IS STRATEGIC AND TRANSFORMATIONAL 14
  13. 13. 15 MYTH #2 DIGITISING OPERATIONS IS STRATEGIC AND TRANSFORMATIONAL
  14. 14. 16 Myth #3 Improving Digital Marketing Will Create a Digitally Transformed Organisation
  15. 15. MYTH #3 IMPROVING DIGITAL MARKETING IS THE BEST WAY TO DIGITALLY TRANSFORM 17
  16. 16. THOSE INVOLVED IN DIGITAL TRANSFORMATION 18 DIGITAL TRANSFORMATION SALES / MARKETING Communications Leadership TECHNOLOGY Rapid Solution Builders LEADERSHIP Changing Group Structures Aligning developments with strategic vision Leading Step Change LEADERSHIP
  17. 17. 19 MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES THE 7 MYTHS OF DIGITAL TRANSFORMATION
  18. 18. MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES 20
  19. 19. “Strategy comes from identifying one or two critical issues in the situation – the pivotal points that can multiply the effectiveness of effort – then focusing and concentrating action and resources on them” 21 MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES
  20. 20. STRATEGY KERNEL Diagnosis Coherent Action Guiding Policy Incoherent Action 22
  21. 21. 2017 ISSUE OUT NOW! 23
  22. 22. WHAT IS DISRUPTION? 24
  23. 23. Xerox Canon Sustaining Innovation Disruptive Innovation 25 WHAT IS DIGITAL DISRUPTION?
  24. 24. 26 © Ionology
  25. 25. 27
  26. 26. 28
  27. 27. 29 SIR KEN ROBINSON
  28. 28. Customer Volume How Customer Perceives Your Business Lens Lock [LOCATION/VERTICAL] IONOLOGY STRATEGY QUADRANT 30 © Ionology
  29. 29. GROWTH PROFILES 0 25 50 75 100 125 T1 T2 T3 T4 T5 T6 Advocacy Attention Authority Prime Time Growth 31 © Ionology
  30. 30. PROPULSION.IONOLOGY.COM 32
  31. 31. INNOVATE ON TECHNOLOGY WAVES© Ionology •Predictive Modelling •Artificial Intelligence •Robotics •Wearables •Speech Technology •Augmented Reality •Virtual Reality •Internet of Things (IoT) •BlockchainInnovation
  32. 32. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold (Rational) Customer Volume How Customer Perceives Your Business 6 5 7 31 2 4 8 PRIMEAUTHORITY ATTENTIONADVOCACY All Media Bought Media Owned Media Earned Media Hot (Passionate) Mile Marker Projects Tasks 5 6 7 Strategy Execution Lens Lock [_______________________ ____] DIGITAL TRANSFORMATION FRAMEWORK 7 PRINCIPLES OF DIGITAL BUSINESS STRATEGY YOURSELF CUSTOMER MARKET RESOURCES Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
  33. 33. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold (Rational) Customer Volume How Customer Perceives Your Business 6 5 7 31 2 4 8 PRIMEAUTHORITY ATTENTIONADVOCACY All Media Bought Media Owned Media Earned Media Hot (Passionate) Mile Marker Projects Tasks 5 6 7 Strategy Execution Lens Lock [_______________________ ____] DIGITAL TRANSFORMATION STRATEGY BOARD 7 PRINCIPLES OF DIGITAL BUSINESS STRATEGY YOURSELF CUSTOMER MARKET RESOURCES Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
  34. 34. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold (Rational) Customer Volume How Customer Perceives Your Business 6 5 7 31 2 4 8 PRIMEAUTHORITY ATTENTIONADVOCACY All Media Bought Media Owned Media Earned Media Hot (Passionate) Mile Marker Projects Tasks 5 6 7 Strategy Execution Lens Lock [_______________________ ____] DIGITAL TRANSFORMATION STRATEGY BOARD 7 PRINCIPLES OF DIGITAL BUSINESS STRATEGY YOURSELF CUSTOMER MARKET RESOURCES Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition
  35. 35. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold (Rational) Customer Volume How Customer Perceives Your Business 6 5 7 31 2 4 8 PRIMEAUTHORITY ATTENTIONADVOCACY All Media Bought Media Owned Media Earned Media Hot (Passionate) Mile Marker Projects Tasks 5 6 7 Strategy Execution Lens Lock [_______________________ ____] DIGITAL TRANSFORMATION STRATEGY BOARD 7 PRINCIPLES OF DIGITAL BUSINESS STRATEGY YOURSELF CUSTOMER MARKET RESOURCES Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition INNOVATION NARROW PROPOSITION
  36. 36. How Customer Your Bus Commentary “look at our new product/service” Opinionated “Our new product is the better than theirs” Imagination “Wouldn’t it be good if things worked this way?” Creativity “Look at how we’re reinventing” Innovation “Together, we change lives and here’s how we’ll do it again” THE BUILDING BLOCKS OF INNOVATION
  37. 37. 39 23rd May Leading Digital Transformation “Mindset” June 2018 Enquire Deliver Digital Transformation Consulting Corporate On- Premise Course. Mindset + Planning + Execution Short Courses Sales & Consultancy Courses Corporate Courses 2,3 & 5 Day5 Day1 Day DIGITAL TRANSFORMATION COURSES

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