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Digital 

Transformation

Lunch & Learn
#STIMAC@dadovanpeteghem
#STIMAC
@dadovanpeteghem #STIMAC
Dado Van Peteghem
Partner Duval Union Consulting
dado.vanpeteghem@duvalunion.com
Katleen Ravijts
Portfolio Marketing Benelux IBM
katleen.ravijts@be.ibm.com
@dadovanpeteghem @katravi
Digital
Transformation
A model to master
digital disruption.
@dadovanpeteghem
digitaltransformationbook.com
#STIMAC
@dadovanpeteghem #STIMAC
Mobile
THE SPEED OF CHANGE
Social
Digital
Analog
Internet
@dadovanpeteghem #STIMAC
@dadovanpeteghem #STIMAC
@dadovanpeteghem #STIMAC
@dadovanpeteghem #STIMAC
Ray Kurzweil: In The 2030s, Nanobots In
Our Brains Will Make Us 'Godlike'
@dadovanpeteghem newscientist.com/article/dn28439-the-hot-new-job-in-silicon-valley-is-being-a-robots-assistant/
The hot new job in Silicon Valley

is being a robot’s assistant
@dadovanpeteghem
We are living through
One of the biggest shifts in
human kind
#STIMAC
@dadovanpeteghem #STIMAC
@dadovanpeteghem #STIMAC
Elon Musk: 

Cars all go self-driving in 20 years
@dadovanpeteghem #STIMAC
Apple’s Tim
Cook says cash
will be dead for
the next
generation of
kids
http://qz.com/548071/apples-tim-cook-says-cash-will-be-dead-for-the-next-generation-of-kids/
@dadovanpeteghem
WE ARE IN DIGITAL KINDERGARTEN :-)
#STIMAC
@dadovanpeteghem #STIMAC
"All this technology is making us antisocial"
@dadovanpeteghem #STIMAC
Let's not be romantic 

about the past.
@dadovanpeteghem
Digital is becoming
Business Critical$
#STIMAC
NO ONE IS SAFE #STIMAC
;
NO ONE IS SAFE #STIMAC
NO ONE IS SAFE #STIMAC
@dadovanpeteghem #STIMAC
1995+
Music
Photography
Video Rental
…
2010+
Print Media
TV
Travel
HR
…
2015+
Retail
Healthcare
Automotive
Education
Telco
Food
FMCG
Banking/Insurance
…
2020
All Safe
havens will be
subject to
digital
disruption
…
WAVES OF DISRUPTION
@dadovanpeteghem #STIMAC
Sensor-based ‘passive’ buying expected to
make up 15% of all purchases in 2020
http://venturebeat.com/2015/11/12/sensor-based-passive-buying-expected-to-make-up-15-of-all-purchases-in-2020/
@dadovanpeteghem #STIMAC
@dadovanpeteghem #STIMAC
I'm a child of the disruption myself…
@dadovanpeteghem #STIMAC
How far are
you from
your Uber
moment?
I skipped 50 slides about
@dadovanpeteghem
Uber, Airbnb, Tesla, …
#STIMAC
@dadovanpeteghem #STIMAC
VENTURE
CAPITAL
@dadovanpeteghem
GLOBAL
SCALE
Disruptors play
a totally different game….
DIGITAL BY
DEFAULT
#STIMAC
@dadovanpeteghem
Years from founding to $1B valuation
98
86
24
8
6
3
1
PRADA
HARLEY
DAVIDSON
NIKE
PAYPAL
EVERNOTE
TWITTER
INSTACART
#STIMAC
@dadovanpeteghem
but watching Messi everyday

won't make you a great player…
You can
be inspired…
#STIMAC
@dadovanpeteghem
Hitting
the
ball
will
#STIMAC
IBM exists for 103 years.
They have already transformed
themselves plenty of times.
@dadovanpeteghem #STIMAC
@dadovanpeteghem
FROM ... ... TO
The Business
Digital 

(at the
sidelines)
Digital in
the core
2015 2020
#STIMAC
INFRASTRUCTURE
The 7 layers of
Digital Transformation
Know where to start…
@dadovanpeteghem
CUSTOMER

EXPERIENCE
LEADERSHIP &

CAPABILITIES
PROCESSES
ORGANIZATION
BUSINESS
MODEL
CULTURE
#STIMAC
@dadovanpeteghem
1. Forget ideas
Start solving problems
CUSTOMER

EXPERIENCE
#STIMAC
SO HOW
ABOUT
VIRTUAL
REALITY?
@dadovanpeteghem
Stop looking at technology
WHAT CAN
WE DO
WITH
BEACONS?
SHOULDN’T
WE
INVEST IN
DRONES?
DON’T WE
NEED A
MOBILE
APP?
#STIMAC
@dadovanpeteghem
Stop looking for ideas
#STIMAC
@dadovanpeteghem
If your idea failed, it’s
because it didn’t solve an
important problem for a
large enough audience
#STIMAC
@dadovanpeteghem
Start solving problems
#STIMAC
@dadovanpeteghem
Problem Transformation Canvas
PROBLEM
EMOTIONS
SOLUTION
FUNCTIONS
PRODUCT OR SERVICE
CHANGE CURRENCY
(benefits)
TECHNOLOGY
What problem are we solving
and for who?
What are the basic emotions that problem
and solution are addressing?
What is the overall solution
that would fix this problem?
What are the different functions
a customer would expect this
solution to have?
What could eventually be the
product or service that we are
selling?
What technology is most suited
and relevant to build this?
What are the benefits and
are they strong enough to
have people change their
preference?
#STIMAC
@dadovanpeteghem
2. Involve everyone
Intrapreneurship
CULTURE
#STIMAC
@dadovanpeteghem
FROM
day-to-day
zombification
TO
creating
momentum
#STIMAC
@dadovanpeteghem
Everybody can have your 

“one million dollar”
solution
#STIMAC
@dadovanpeteghem
Imagine that Sony
didn’t let Ken Kutaragi
work on its idea…
#STIMAC
@dadovanpeteghem #STIMAC
@dadovanpeteghem
Or that Google
didn’t let Paul Buchheit
work on its idea…
#STIMAC
@dadovanpeteghem #STIMAC
@dadovanpeteghem
In 1975, this Kodak employee
invented the digital camera.
His bosses made him hide it.
#STIMAC
@dadovanpeteghem
3. Disrupt your business model
before somebody else does
BUSINESS
MODEL
#STIMAC
@dadovanpeteghem
If we don’t create the
thing that kills Facebook,
someone else will.
“Embracing change” isn’t enough.
It has to be so hardwired into who
we are that even talking about it
seems redundant.
The internet is not a friendly place.
Things that don’t stay relevant don’t
even get the luxury of leaving ruins.
They disappear.
Facebook Little Red BookFacebook Little Red Book
#STIMAC
@dadovanpeteghem
10
HYPER
DISRUPTIVE
BUSINESS
MODELS
Subscription
Model
Freemium
Model
Free
Model
Market
Place
Access over
Ownership
Hyper MarketExperience
The
Pyramid
On
Demand
The
Ecosystem
HELLOFRESH DROPBOX
FACEBOOK
ALIBABA
ZIPCAR
ZALANDOTESLA
AMAZON
UBER
APPLE
#STIMAC
@dadovanpeteghem
Subscription model
HelloFresh Pampers?
#STIMAC
@dadovanpeteghem
Market Place
Alibaba Local food?
#STIMAC
@dadovanpeteghem
On Demand
Uber Laundry?
#STIMAC
@dadovanpeteghem #STIMAC
@dadovanpeteghem #STIMAC
@dadovanpeteghem
4. Digital in the core
of your organization
ORGANIZATION
#STIMAC
@dadovanpeteghem
From Digital on the side
#STIMAC
@dadovanpeteghem
To Digital in the core
#STIMAC
@dadovanpeteghem
Marketing&Comm
Customercare
Sales
HR
IT
DigitalMarketing
Digital Transformation
Marketing&Comm
Customercare
Sales
HR
IT
#STIMAC
@dadovanpeteghem #STIMAC
YOU WILL
NEED TO
BECOME
FRIENDS
WITH IT :)
@dadovanpeteghem
Go for garage innovation
TRANSFORMATION ACCELERATIONDISRUPTION
#STIMAC
@dadovanpeteghem
Build garages
Participate in garages
Buy garages
#STIMAC
@dadovanpeteghem #STIMAC
- Build stronger connections with tech players from Silicon Valley
- Detect trends and identify potential partnerships with start-ups
- Foster digital culture and innovation within AXA Group
- Initiate pilots with the most promising start-ups
"A GARAGE MINDSET IN A CORPORATE BODY"
@dadovanpeteghem #STIMAC
http://www.ibm.com/smarterplanet/us/en/ibmwatson/journey/
IBM Garage : 

Watson
“The goal is nothing
less than to reinvent
the tech industry—
and reinvent our own
company at the same
time.”
@dadovanpeteghem
Build garages
Participate in garages
Buy garages
#STIMAC
@dadovanpeteghem #STIMAC
@dadovanpeteghem #STIMAC
bmwstartupgarage.com
@dadovanpeteghem
http://www.bbcwlabs.com/
@dadovanpeteghem #STIMACsprout.nl/artikel/startups/bamsterdam-maakt-droomplek-van-oud-ibm-pand#close-popup
IBM - Start up program: 

B-Building
@dadovanpeteghem #STIMACsprout.nl/artikel/startups/bamsterdam-maakt-droomplek-van-oud-ibm-pand#close-popup
IBM - Start up program: 

B-Building
sprout.nl/artikel/startups/bamsterdam-maakt-droomplek-van-oud-ibm-pand#close-popup
@dadovanpeteghem
Build garages
Participate in garages
Buy garages
#STIMAC
@dadovanpeteghem
Ahold buys
Bol.com for
350 million
euro: ‘logical
acquisition’
#STIMAC
@dadovanpeteghem
5. Ship it!
Seriously, ship it!
PROCESSES
#STIMAC
@dadovanpeteghem
We plan for 2020
while we could
be in trouble by 2017
#STIMAC
@dadovanpeteghem
WHO
ARE
WE
TODAY?
WHO
DO WE WANT
TO BE
BY 2020?
90 DAYS SPRINTS
HORIZON VISION
TOMORROW STRATEGY
#STIMAC
@dadovanpeteghem
THE
QUICK
SHALL
INHERIT
THE
EARTH
Fast is better than slow.
While slow is adding
unnecessary
embellishments, fast is out
in the world.

And that means fast can
learn from experience while
slow can only theorize.
Those who ship quickly can
improve quickly.
So fast doesn’t just win the
race. It gets a head start for
the next one.
Facebook Little Red Book
#STIMAC
@dadovanpeteghem
FROM
maximum
validated
product
TO
minimum
viable
product
corporates disruptors
#STIMAC
@dadovanpeteghem
“If you are not
embarrassed by the
first version of your
product, you’ve
launched too late.”
Reid Hoffman
Co-founder LinkedIn / VC
#STIMAC
@dadovanpeteghem
REALIZE QUICK WINS
IN THE FIRST 90 DAYS
#STIMAC
GO PAPERLESS :-)
@dadovanpeteghem
Start
Social
Selling!
we are using
only 10% of the
potential of
social media.
#STIMAC
@dadovanpeteghem
Marketing
Automation
#STIMAC
@dadovanpeteghem
6. Leadership & Capabilities
Bring digital IQ in the board
LEADERSHIP &
CAPABILITIES
#STIMAC
@dadovanpeteghem
“If you can't understand the new world
of digital, fire yourself.
Build an executive team that is digital-
first. Make sure there is a techie on the
board of directors.
If the board has a low digital IQ,
the company will have a low digital IQ”
George Colony
CEO Forrester Research
#STIMAC
@dadovanpeteghem
Members of Disney’s Board
Jack Dorsey (CEO, Twitter)
Sheryl Sandberg (COO, Facebook)
Orin Smith (CEO, Starbucks)
Former members:
Steve Jobs (CEO, Apple)
Judy Estrin (former CTO, Cisco)
#STIMAC
@dadovanpeteghem
Smart
London
Board
#STIMAC
External specialists
@dadovanpeteghem
+ Internal Leader
"The Chief Digital Officer"
#STIMAC
@dadovanpeteghem
Atif Rafiq, former
Amazon and Yahoo
executive. Now CDO of
McDonald’s since 2013.
“Our objective is to be
ready to move at the
pace consumers are.”
#STIMAC
@dadovanpeteghem
McDonald’s has a Digital Transformation
Team with people coming from Facebook,
Yahoo, Microsoft, PayPal, AOL and various
other tech companies.
The team is set to
grow to 200+
employees within the
next year.
#STIMAC
@dadovanpeteghem
Daniel Heaf was CDO of
The BBC. He is now SVP
Digital Commerce at
Burberry.
- Reporting to CEO and
responsible for all BBC
Worldwide's digital activity
- Driven digital revenue from 2.7%
to 12.8% of total turnover
- Launched BBCW Labs: BBCW's
start-up accelerator
@dadovanpeteghem
INSIDE OBAMA’S STEALTH STARTUP
President Obama has quietly recruited top tech
talent from the likes of Google and Facebook.
Their mission: to reboot how government works.
#STIMAC
@dadovanpeteghem
TODD PARK HAS JUST 18 MONTHS
- UNTIL THE OBAMA ADMINISTRATION ENDS -
TO RECRUIT A TECH CORPS OF 500.
“WHAT WE REALIZED

WAS, THIS COULD BE A

RECIPE FOR

SOMETHING LARGER,”

THE PRESIDENT

EXPLAINS. IF THE TECH

TEAM SUCCEEDS, IT

COULD TRANSFORM

AMERICANS’

ATTITUDES ABOUT
GOVERNMENT.
#STIMAC
@dadovanpeteghem
ATTRACT DIGITAL TALENT RIGHT NOW
#STIMAC
The biggest challenge
is not recruiting GenY
@dadovanpeteghem #STIMAC
We are underestimating the
urgency to recruit high end digital
talents, no matter their age.
@dadovanpeteghem
This should be your 

#1 HR priority for 2016
#STIMAC
@dadovanpeteghem
Start measuring digital expertise in
every new job interview you organize.
Whatever the vacancy is about.
#STIMAC
@dadovanpeteghem
YOU NEED DATA SCIENTISTS
IBM IS TRAINING
1MIO NEW 

DATA SCIENTISTS
@dadovanpeteghem
7. Introduce agile platforms
Replace the lagging systems.
INFRASTRUCTURE
#STIMAC
INFRASTRUCTURE
The 7 layers of
Digital Transformation
Know where to start…
@dadovanpeteghem
CUSTOMER

EXPERIENCE
LEADERSHIP &

CAPABILITIES
PROCESSES
ORGANIZATION
BUSINESS
MODEL
CULTURE
#STIMAC
@dadovanpeteghem
Start your transformation
The time is now.
1. Forget ideas, start solving problems
2. Involve everyone
3. Disrupt your own business model
4. Bring digital in the core of your organisation
5. Ship it: a horizon vision and a tomorrow strategy
6. Install digital leadership
7. Introduce agile platforms
#STIMAC
@dadovanpeteghem
This is the biggest shift since the
industrial revolution.
#STIMAC
@dadovanpeteghem
GO ALL-IN
#STIMAC
dado.vanpeteghem
@duvalunion.com
Duval Union Consulting
founding partner
@dadovanpeteghem #STIMAC

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