The document discusses the role of digital fitness in society and organizations. It argues that to survive, organizations must adapt to changing digital environments, just as species must adapt to survive. It notes that while Blockbuster failed to adapt to digital media like Netflix, organizations can embrace digital by inviting innovation, challenging conventions, experimenting frequently, and iterating quickly without waiting for perfection. This will lead to an adaptive digital culture that helps organizations thrive in changing digital landscapes.

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Digital Fitness
B. Bonin Bough
Global Head of Digital & Social Media, PepsiCo
@boughb
March 2011
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Society
Role of Digital
?
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“It is not the strongest
of the species that
survives, nor the
most intelligent that
survives. It is the
one that is the most
adaptable to change.”
- Charles Darwin
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Digital Adaptation
Darwin s finches
’
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1200%
1000%
800%
600%
400%
200%
0%
-200%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
BLOCKBUSTER REVENUE NETFLIX REVENUE
$6 BILLION
$4 BILLION
$2.2 BILLION
$2 BILLION
$0 BANKRUPT
2004 2005 2006 2007 2008 2009 2010
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Society
Role of Digital
Organizations
?
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Challenge
Convention
Invite
Experiment
Innovation Digital
Fitness
Model
Don t Let
Learn,
’
Perfect Be
Rinse,
Enemy of
Repeat
The Good
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Step 1. Invite Innovation
Place-Based and Retail
Experiential Marketing
Mobile Marketing
Social Media & Marketing
Digital Video & Gaming
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Step 2. Challenge Convention
Step 3. Experiment
Consumer Brand
Relations
Insights
Comms Media
CULTURE CHANGE
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’
Step 4. Don’t Let Perfect Be
The Enemy of The Good
Step 5. Learn, Rinse, Repeat
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Thank you
Questions?
@boughb
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