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The Agile Formula: Building a Digital Native Business

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Keynote given at the Magic IT Summit, May 2016

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The Agile Formula: Building a Digital Native Business

  1. 1. THE AGILE FORMULA: BUILDING A DIGITAL NATIVE BUSINESS NEIL PERKIN FOUNDER, ONLY DEAD FISH
  2. 2. AGILITY = (VELOCITY X FOCUS X FLEXIBILITY)
  3. 3. VELOCITY
  4. 4. "The most interesting tech companies aren’t trying to sell software to other companies. They are trying to reshape industries from top to bottom” Chris Dixon The ‘Full-Stack’ Start-up
  5. 5. Source: Ofcom
  6. 6. ‘The great management dilemma of the 21st century is the relationship between these two curves: technology is changing faster than organizations can absorb change.’ http://chiefmartec.com/2013/06/martecs-law-technology-changes-exponentially-organizations-change-logarithmically/
  7. 7. FOCUS
  8. 8. ‘Everyone has a plan until they get punched in the face’
  9. 9. …cash cows generated a smaller share of total profits (25% lower than in 1982), and were proportionately fewer, with the life span of this stage declining BCGs Growth-Share matrix
  10. 10. 1. Policy 2. Process 3. Systems 4. User 5. Stasis 1. Users 2. Service (re)design 3. System development 4. Policy check 5. Feedback 1. Start with needs 2. Do less 3. Design with data 4. Do the hard work to make it simple 5. Iterate. Then iterate again 6. Build for interaction 7. Understand context 8. Build digital services, not websites 9. Be consistent, not uniform 10. Make things open, it makes things better New processOld process Design principles
  11. 11. “Startups operate under conditions of extreme uncertainty.” Eric Ries
  12. 12. "A big piece of the story we tell ourselves about who we are, is that we are willing to invent. We are willing to think long-term. We start with the customer and work backwards. And, very importantly, we are willing to be misunderstood for very long periods of time. I believe if you don’t have that set of things in your corporate culture, then you can’t do large-scale invention." ‘Stubborn on vision, flexible on details’
  13. 13. ‘Chess, like business, is a balance between the mundane and the unthinkable’
  14. 14. ‘Drink before you’re thirsty, eat before you’re hungry’
  15. 15. Spotify – Tribes, Chapters, Squads
  16. 16. FLEXIBILITY
  17. 17. FASHIONISTAS DIGIRATI BEGINNERS CONSERVATIVES http://www.capgemini-consulting.com/the-digital-advantage/
  18. 18. AUTONOMY
  19. 19. MASTERY
  20. 20. 'A policeman sees a drunk man searching for something under a streetlight and asks what the drunk has lost. He says he lost his keys and they both look under the streetlight together. After a few minutes the policeman asks if he is sure he lost them here, and the drunk replies, no, and that he lost them in the park. The policeman asks why he is searching here, and the drunk replies, "this is where the light is."' The tyranny of ‘best- practice’
  21. 21. http://mattfollows.com/W-K-Embrace-Failure Jim Collins: Empirical Creativity
  22. 22. PURPOSE
  23. 23. “ The stronger the culture, the less process a company needs. When the culture is strong, you can trust everyone to do the right thing. People can be independent and autonomous. They can be entrepreneurial. And if we have a company that is entrepreneurial in spirit, we will be able to take our next ‘(wo)man on the moon’ leap. Brian Chesky
  24. 24. CUSTOMER-CENTRIC Development that is driven by customer need, orienting organizational structures, processes and strategies towards aligning a seamless customer experience. ADAPTABLE AND AGILE A strong vision for where the company is going allied to an ability to adapt strategies, organize around opportunity and embrace uncertainty CURIOSITY/CONTINUOUS LEARNING Hunger for continuous learning and improvement. Exploring, seeking mindset wanting to understand TECHNOLOGY LITERATE Understanding the potential of, integration and application of technology to business COMMERCIALLY-FOCUSED
 In the approach to strategies, prioritization, capability development and decision-making INNOVATIVE/ENTREPRENEURIAL Willingness to take risks, approaches to new ideas, a desire to find and solve customer problems, prioritisation of new initiatives DATA/INSIGHT-DRIVEN Adept in the use of data to drive decision- making, particularly in product development or prioritising investment VISIONARY Ability to encapsulate, articulate and communicate a strong vision and demonstrate this through behaviours and decisions OPEN/TRANSPARENT Embracing transparency, no hidden agendas
  25. 25. Creating the culture to move fast
  26. 26. Vision Vision Vision Vision Vision Action Plan Action Plan Action Plan ActionPlan Action Plan Resources Resources Resources Resources Resources Incentives Incentives Incentives Incentives Incentives Skills Skills Skills Skills Skills = Success = Confusion = False starts = Frustration = Resistance = Anxiety
  27. 27. AGILITY = (VELOCITY X FOCUS X FLEXIBILITY)
  28. 28. @neilperkin www.onlydeadfish.co.uk

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