Now joining us for the third year in a row, Ash will provide a further ‘digital dear diary’ update, focusing specifically on his team’s work to influence change to build a truly digital culture across the organisation. In June 2013, Ash Roots spoke at the Digital Summit just a few months into his role as Director of Digital at Direct Line Group. Brought in to lead a digital transformation at the major insurer, he explained what he’d learned in his early weeks and months… what was working and what wasn’t… how he was trying to build capability and what he saw coming down the road. One year later, Ash reprised his role with an update. How had the last year gone? What progress had been made and what led to that progress? Did things really pan out the way he thought and if not, what got in the way and how did he tackle it?

1. Creating a digital culture.
Ash Roots

2. @ashroots

4. 1. Easy to change quote & buy.
2. Become agile. Fast & cheap to market.
3. Become mobile.
4. A new digital foundation.

5. Effort
2013 2014 2015 2016

6. What have we
done?

9. What is culture &
why is it
important?

10. “Culture is the patterns of
behaviour that are encouraged or
discouraged by people and
systems over time – switch
points”
– Ned Morse.

12. How are we
trying to do it?

13. 1. Fast-moving, agile and flexible
2. Customer-focused
3. Innovative and experimental
4. Data-driven
5. Unafraid
6. Collaborative
7. Empowered staff
8. Digital by default
9. Clear, evangelical leadership
10. Willing to invest
Top 10 characteristics
of a Digital organisation
@ashroots

14. Experimentation moves us forward.
Data and insight drives performance.
Put the customer experience first.
Be open and collaborative with others.

15. Role model
leadership.

16. Ted movement

18. How am I feeling today?
Anything stopping me from being
present?
What do I want to get out…
Check in & check out.

19. Flexible & connected
environment.

20. Iterate everything.

21. Clear
mission.

22. transparent.
Open &

23. Be brave.
Try new things.

24. Rapid prototyping
Show,
not tell.

25. Consider
your style.

26. Ted sound smart

27. Position
Problem
Possibilities
Proposal
Empower your team (4 p’s)

28. Recruit on will,
not skill.

29. Thanks @ashroots