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Top 5 Digital Transformation Strategy Myths

Myth 1: Implementing Technology is not the same as Digital Transformation

Myth 2: Creating Operational Efficiency leads to Digital Transformation

Myth 3: Improving Digital Marketing creates a Digitally Transformed Organisation

Myth 4: All Digital Transformation Strategies are Good Strategies

Myth 5: Agile, Lean, Sprints are Digital Transformation Strategy Planning Techniques.

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Top 5 Digital Transformation Strategy Myths

  1. 1. Niall McKeown @niallmckeown
 © 2016 all rights reserved Ion Technologies LTD Top 5 Digital Transformation Strategy Myths
  2. 2. 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?
  3. 3. Strategy creates competitive advantage People and a culture of innovation sustains it Technology & Communications is the means by which it is delivered WHAT WE BELIEVE
  4. 4. MYTH #1 IMPROVING IT SYSTEMS IS DIGITAL TRANSFORMATION
  5. 5. MYTH #1 DIGITAL TRANSFORMATION IS ABOUT TECHNOLOGY “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)
  6. 6. MYTH #2 IMPROVING OPERATIONS IS STRATEGIC DIGITAL TRANSFORMATION
  7. 7. MYTH #2 IMPROVING OPERATIONS IS STRATEGIC DIGITAL TRANSFORMATION
  8. 8. MYTH #2 IMPROVING OPERATIONS IS STRATEGIC DIGITAL TRANSFORMATION
  9. 9. “Strategy is about organisational change” The opening line of “What is strategy” Published HBR 1996 MYTH #2 IMPROVING OPERATIONS IS STRATEGIC DIGITAL TRANSFORMATION
  10. 10. MYTH #3 IMPROVING DIGITAL MARKETING IS DIGITAL TRANSFORMATION
  11. 11. DIGITAL TRANSFORMATION COMMUNICATION Communications Leadership TECHNOLOGY Rapid
 Solution
 Builders LEADERSHIP Leading Step
 Change MYTH #3 IMPROVING DIGITAL MARKETING IS DIGITAL TRANSFORMATION
  12. 12. MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES
  13. 13. MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES
  14. 14. “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” MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES
  15. 15. Strategy Kernel Diagnosis Coherent Action Guiding
 Policy Incoherent Action MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES
  16. 16. MYTH #5 AGILE, LEAN, SPRINT, PORTERS 5 FORCES, PESTEL…CREATE DIGITAL TRANSFORMATION STRATEGIES
  17. 17. MYTH #5 AGILE, LEAN, SPRINT, PORTERS 5 FORCES, PESTEL…CREATE DIGITAL TRANSFORMATION STRATEGIES
  18. 18. D efining N ew 
 Com petitive AdvantageTesting Assum ptions Creating Solutions D elivering Technology MYTH #5 AGILE, LEAN, SPRINT, PORTERS 5 FORCES, PESTEL…CREATE DIGITAL TRANSFORMATION STRATEGIES
  19. 19. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) DIGITAL TRANSFORMATION JOURNEY PLANNER
  20. 20. Exclusive Niche or limited Audience Mass MarketMainstream Warm (Comforted) Mild (Informed) Cold 
 (Rational) Customer 
 Volume How Customer Perceives 
 Your Business 6 5 7 3 1 2 4 8 PrimeAuthority AttentionAdvocacy All Media Bought MediaOwned Media Earned Media Hot (Passionate) Start Here > < Destination DATA DRIVEN STRATEGY CREATION
  21. 21. 7 PRINCIPLES OF DIGITAL BUSINESS STRATEGY DIGITAL TRANSFORMATION FRAMEWORK 4 5 6 7 3 $ 1 ? 2 7 PRINCIPLES Know yourself ResourcesMarketplaceCustomers Market position Engine of growth Tactics
  22. 22. Yourself Customer Market Resources Diagnosis Strategic Ambition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Task Intent Unique Value Proposition DATA PROVIDING EVIDENCE OF COMPETITIVE ADVANTAGE
  23. 23. Yourself Customer Market Resources Diagnosis Strategic Ambition Unique Value Proposition Competitors Proposition Force=ma Volume Time Talent Cash 1 3 2 4 Mile Marker Projects Tasks Task Intent ✓ ✓ ✓ ⎋ ⎅ ⎆ ⎈ ⌘ ⎙ ⌰ ⍾ ⍵ ⍟ ⎃ ⌮ ⎂ ⎃ ⌭ ⎃ ⎃ ⌮ ⎂ ⎃ ⌭ ⎃ ⎃ ⌮ ⎂ ⎃ ⌭ ⎃ ⎃ ⌮ ⎂ ⎃ ⌭ ⎃ 🕒 👤 $
  24. 24. Niall McKeown @niallmckeown
 © 2016 all rights reserved Ion Technologies LTD Top 5 Digital Transformation Strategy Myths

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  • ssuserc56ab8

    Oct. 9, 2017
  • NunyaTomey

    May. 24, 2020
  • oliverwolson

    Jun. 2, 2020

Myth 1: Implementing Technology is not the same as Digital Transformation Myth 2: Creating Operational Efficiency leads to Digital Transformation Myth 3: Improving Digital Marketing creates a Digitally Transformed Organisation Myth 4: All Digital Transformation Strategies are Good Strategies Myth 5: Agile, Lean, Sprints are Digital Transformation Strategy Planning Techniques.

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