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'.

1. Prof. Niall McKeown
Leadership, Not
Technology, Creates
Competitive Advantage
www.ionology.com
1

4. 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

5. 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/

6. THOSE INVOLVED
IN DIGITAL TRANSFORMATION
MARKETING
INDUSTRY
MANAGEMENT
CONSULTANCY
TECHNOLOGY
PROVIDERS

7. 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?

8. 8
TOP 4 MYTHS OF DIGITAL TRANSFORMATION

9. 9
Myth #1
Improving IT leads to Digital Transformation
TOP 4 MYTHS OF DIGITAL TRANSFORMATION

10. 10

11. 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

12. “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

13. TOP 4 MYTHS OF DIGITAL TRANSFORMATION
13
Myth #2
Digitising Operations is Strategic and
Transformational

14. MYTH #2 DIGITISING OPERATIONS IS STRATEGIC
AND TRANSFORMATIONAL
14

15. 15
MYTH #2 DIGITISING OPERATIONS IS STRATEGIC
AND TRANSFORMATIONAL

16. 16
Myth #3
Improving Digital Marketing Will Create a
Digitally Transformed Organisation

17. MYTH #3 IMPROVING DIGITAL MARKETING IS THE
BEST WAY TO DIGITALLY TRANSFORM
17

18. 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

19. 19
MYTH #4 ALL DIGITAL TRANSFORMATION
STRATEGIES ARE GOOD STRATEGIES
THE 7 MYTHS OF DIGITAL TRANSFORMATION

20. MYTH #4 ALL DIGITAL TRANSFORMATION
STRATEGIES ARE GOOD STRATEGIES
20

21. “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

22. STRATEGY KERNEL
Diagnosis
Coherent
Action
Guiding
Policy
Incoherent
Action
22

23. 2017 ISSUE OUT NOW!
23

24. WHAT IS DISRUPTION?
24

25. Xerox Canon
Sustaining Innovation Disruptive Innovation
25
WHAT IS DIGITAL DISRUPTION?

26. 26
© Ionology

27. 27

28. 28

29. 29
SIR KEN ROBINSON

30. Customer
Volume
How Customer Perceives
Your Business
Lens Lock [LOCATION/VERTICAL]
IONOLOGY STRATEGY QUADRANT
30
© Ionology

31. GROWTH PROFILES
0
25
50
75
100
125
T1 T2 T3 T4 T5 T6
Advocacy Attention Authority Prime
Time
Growth
31
© Ionology

32. PROPULSION.IONOLOGY.COM
32

33. INNOVATE ON TECHNOLOGY WAVES© Ionology
•Predictive Modelling
•Artificial Intelligence
•Robotics
•Wearables
•Speech Technology
•Augmented Reality
•Virtual Reality
•Internet of Things (IoT)
•BlockchainInnovation

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 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

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

36. 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

37. 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

38. 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

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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
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