The document discusses the foundations of digital thinking and strategy. Digital thinking is user-centered, behavioral, collaborative, additive, and evolving. It focuses on problem-solving in a way that makes the world more open, social, and sustainable. Some key aspects of digital strategy discussed include focusing on sharing economies, data storytelling, transparency, networks of influence, and cultural micro-tensions. The document emphasizes starting with user observations and insights, and translating those into money-making opportunities by solving user problems rather than focusing first on products. It also stresses considering both macro trends and micro trends to develop the right strategic solutions.

1. INTRODUCTION TO DIGITAL
STRATEGY
20.07.12

2. ANA ANDJELIC
@andjelicaaa

4. Along the way, the industry started to pay
attention.

5. The thing I learned.

6. I am a visual thinker.
* Temple Grandin is a high-functioning autistic scientist who studies livestock’s behavior and is the inventor of the hugging machine.

7. It turned out to be a good thing.
Visual approach is holistic. It embraces complexity and
ambiguity.
It is looking for intuitive solutions that seamlessly fit
into human behavior.
It encourages “what if” and “why.”
It’s non-linear and allows for the unexpected.
It is additive and evolving. It is collaborative.
It requires imagination and creativity.
It is perfect for the digital world.

8. Foundations of Digital Thinking.

10. Digital thinking is an approach and a worldview.
It explores things that are happening in society, culture
and economy because of digital.
It deals with the aggregates of many individual behaviors.
It’s an ethos and a value system.
It is user-centered, behavioral, collaborative, additive and
evolving.
It is focused on problem-solving.
It is meant to help humans do things in a more easy,
simple and fun way.
It is driven by making the world a more open, social, and
sustainable place.

11. Let’s start from this stuff.
Sharing Economy.
Data Storytelling.
Transparency.
Networks of Influence.
Cultural Micro-Tensions.

12. Sharing Economy.
Think access, not ownership.
From clothes in our closets to
finding a nearby loo,
everything has become easily
findable and shareable.
Welcome to social
consumption: consuming
things in a social way. Thanks
to others, we can now get
whatever we need, whenever
we need it.

13. Storytelling Through Data.
Digital traces are everywhere.
The moment we open a browser
we start leaving behind an
enormous amount of data about
our likes, tastes, purchase habits
and communication patterns.
Brands can benefit from the
wealth of this information by
turning data trends into a story.
This story becomes a shared
communication object, something
our users can compare
themselves to and identify with.

14. Transparency.
Money is not the only currency
around.
Physical world is already overlaid
with all sorts of social data (Think
customer reviews, ratings, tips,
likes).
This is something that consumers
always take into account when
making their purchasing decisions:
how popular is this item? is it green?
who else has bought it?
Social currency adds a new
decision-making layer over price.

15. Networks of Influence.
Influence is a network.
The network structure decides
whether something spreads or
not.
This is why accidental
influentials are so important.
Accidental influentials are easily
influenced users who influence
other easily influenced users.

16. Cultural Micro-Tensions.
Look for contradictions, inversions, coincidences and
oddities.
They are brewing currents in our world that are not
yet big enough to be consider culture, but that bend
trends in a powerful way.
Contradictions: Millennials are 40% of the car market,
but they are driving less than any previous generation.
Oddities: Instagram’s rise to a power player in just 7
months.
Inversions: More than 40% of Americans in the major
US cities live alone.
Contradictions: Economic crisis is happening
simultaneously with the vibrant economic activity in
P2P markets.

17. Okay, but what does all of this have to do
with digital strategy?
Well, everything.

18. The new strategy book.

19. Always start with the user.

20. Rely (heavily) on observation.

21. Ask: How do they currently use technology
to solve their needs?
Publish Create Sell
Share Play Aggregate
Connect Remix Review

22. Translate these insights into a money-making
opportunity.

23. The switch.

24. The solution is first, product and/or service
are secondary.
Switch from the Digital Doing
question “What should I
build?” to the Digital Thinking
question “What is my
problem and how can I use
digital to solve it?”

25. The solution is first, product and/or service
are secondary.
From: To:
How might we reward every micro-
Give customers the loyalty card. interaction through the incremental
points system that will lead to loyalty?
How might we find community-
Build a campaign. ownership model that will support small
businesses?
How might we empower people to
Come up with an inspiring message. change more by letting them track and
evaluate the effects of their behavior?

26. Digital is not a link in a chain but hub of a
wheel.
From digital coming at the end of the process
and the executional level to digital being a
starting point and a decision-making factor of
every strategy.
* This title is based on the sentence “Design is not a link in a chain but hub of a wheel” from Tim Brown’s book Change by Design.

27. Think both macro- and micro-levels.
Macro-trends
They brew at the fringes of the established industries. They are our canary
in the coal mine as to where the things are going. Macro-trends provide us
with insights that lead to ideas.
Micro-trends
They help us behave as our users behave. They make sure that we are
solving right problems, and that our solutions will be receptive. Micro-
trends give us inspiration how to best implement our ideas.

28. WORKSHOP 1:
What macro-trends are relevant for my task at hand?
Why are those trends happening? What do they mean for the
respective industry?
What needs my users have and what problems are they
grappling with?
Is there a gap between what users need and what’s out there
in the market?
How can we add value to users’ behaviors? Are we opening
up new revenue streams by doing this?

29. THANKS!