This document discusses the ongoing digital disruption that is transforming industries and the need for companies to undergo a digital transformation. It emphasizes that digital disruption will impact all industries by 2020 and the average lifespan of companies on the S&P 500 is decreasing. The document provides advice on how companies can transform, including developing a 2020 vision for how digital will change the business, establishing different models for incremental, strategic, and breakthrough innovation, and ensuring digital leadership from the CEO and board level on down. It stresses the importance of focusing on solving customer problems rather than just having good ideas.

1. Digital Transformation:
a model to master digital disruption
dado@dearmedia.be

2. Ghent
DearMedia
@dadovanpeteghem

3. We are in Digital Kindergarten :-)

5. Waves of Digital Disruption
1995+
Music
Photography
Video Rental
…
2010+
Print Media
TV
Travel
HR
…
2015+
Banking
Healthcare
Automotive
Retail
Education
Telco
Your industry??
…
2020+
All Safe havens
will be subject
to digital
disruption
…

6. Average Company Lifespan on S&P 500 Index
1960 1970 1980 1990 2000 2010 2020
60
50
40
30
20
10
0
70
60Y
18Y

7. Your biggest
competitor is
probably not on
your radar.

11. 5 things
you can do
right now.

13. From ... ... to
The Business
Digital (at
the sideline)
Digital in
the core
2015 2020

15. http://techcrunch.com/2015/04/18/you-dont-need-a-digital-strategy-you-need-a-digitally-transformed-company/

16. Do you have a future 2020 vision on how digital
is transforming your business and how you need
to act upon that?
Digital Transformation

19. www.digitaltransformationbook.com

20. Transformation Mission
Think about our future
company's function, markets, customers,
competitive advantages, challenges, …
If you would rebuild the
company from scratch,
what would it look like?

21. Ask yourself:
What company do you need to be in 2020?
Reverse Engineer that vision.

22. http://thenextweb.com/facebook/2015/05/20/heres-our-first-peek-inside-the-little-red-book-facebook-gives-to-employe
Facebook Little Red Book

27. We are not looking
for Great Ideas

28. We are looking for
Great Problems
(that need solving)

29. People are not
using Uber
because of the
technology.
They are using
it because it
takes away the
hassle.

30. "Name"
PROBLEM/NEED
EMOTIONS
SOLUTIONFUNCTIONS
CHANGE CURRENCY
(benefits)TARGET GROUPS
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 benefits and
are they strong enough to
have people change their
preference?
What are the different
functions a customer would
expect this solution to have?
Whom are you
addressing with this product or
service?
The Problem Transformation Canvas

32. kickbox.adobe.com

34. Disney’s has its own
Venture Capitalist
program

35. The Factory The Guesthouse The Garage
Incremental innovation
• Development of ‘need to have’
digitals projects and technology
• Working on the existing
foundation of the company
• Follows general procedures and
regulations
• Slow
Change projects
• Small and dedicated project-teams,
focused on in-house innovation
• Limited independency: they are an
(internal) supplier of the factory
• Focus on strategically important new-
style projects or add-ons that will be
rolled-out within the existing company
architecture
Breakthrough innovation
• Small dedicated teams focused on
innovation
• Autonomous operations and decisions
• Possibly separate entities
• Focused on agile and rapid development and
roll-out of ideas in a stand-alone model
• These can be grass-root internal
initiatives or acquisition of interesting
targets
Organisation Model

37. • =
“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

39. The ideal situation
CEOIdeally your CEO is
the digital lead
Unfortunately he’s
probably not.
CIO COO CbsOSalesMkt

40. Do you have
Digital Leadership in your organisation?
Digital Transformation

41. So do we need a
Chief Digital Officer?
CEO
CIO COO CbsOSalesCMO
Yes, we believe so. Because it is a
permanent role. Digital Disruption will
be here forever.CDO
Digital Transformation Team

47. It's time to move all-in

48. Start playing on the offense
instead of on the defense!

49. Thank you ;-)
dado@dearmedia.be
+32 474 826 807