Digital transformation is enjoying her Cinderella moment in 2017. After 50+ years of obscurity and neglect, the seemingly plain and stoic stepsister of innovation and entrepreneurship, dusted off her dancing shoes and now everyone is desperately looking for her – with no idea of who she is, what she looks like, or what will happen when they find her. So, what is digital transformation and why is she suddenly so relevant to your business? 'The Pursuit of Falling' is a jargon-free approach to digital transformation. This is the first part in a series of four.

1. © 2017 VERSION 17.02© 2017 VERSION 17.02
The Pursuit of Falling
A jargon-free approach to digital transformation.
PART ONE: ‘FALLING’

2. © 2017 VERSION 17.02
Definition of Digital Transformation
The effect of adapting your business
to thrive in a digital economy*
*digital economy
/ dɪdʒɪt(ə)l ɪˈkɒnəmi /
An economy which functions primarily by means of digital technology i.e. internet, apps, mobile, etc.

3. © 2017 VERSION 17.02
Definition of Digital Transformation
The effect of adapting your business
to thrive in a digital economy*
*digital economy
/ dɪdʒɪt(ə)l ɪˈkɒnəmi /
An economy which functions primarily by means of digital technology i.e. internet, apps, mobile, etc.

4. © 2017 VERSION 17.02
Meaning
A lot of people, are doing a lot of stuff* on the
internet, a lot of the time (hyperconnected).
They get what they want, when and however
they want (on-demand) putting them in a
powerful position (customer-led market).
People are fickle – their needs change quickly (life),
so build a business which thrives in these
conditions (digital transformation).
*stuff / stʌf /
Work, rest and play.

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Understanding
This behaviour is happening on a global scale and at
a rapid pace (mega-trend). Technology may be a
catalyst but it is also subject to change (innovation).
Therefore, the only constant is your
attitude to change and an improved ability
to predict ever-changing customer needs
(entrepreneurial mindset/culture).
This means committing to the unknown
and becoming comfortable with risk.

6. © 2017 VERSION 17.02© 2017 VERSION 17.02
Becoming comfortable with
risk
A lesson from rock climbing.

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‘Falling’ & THE Pursuit of Falling
When you drop something climbing you shout ‘below’ so that
people know to not look up and risk being hit in the face.
However, when you’re the thing that drops, you shout ‘falling’.
Falling is not failing. It marks the edge of your absolute limit.
You adapt and push beyond in search of your next ‘fall’ in a
state of continual improvement.
Therefore, digital transformation could be easily explained as
the ‘pursuit of falling’ - to constantly seek your limits and
adapt to push beyond.

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Once upon a time…
EL CAPITAN, THE NOSE
880 METRES
BURJ KHALIFA, UAE
830 METRES
…there was an
impossible climb.

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Until…
1 day 23 hours 2:23:467 days
18 months
(47 days)
…there was a possible
climb.
*Significant ascents of El Capitan, The Nose.

10. © 2017 VERSION 17.02

Write down 3-5 reasons
how this Happened
1 day 23 hours 2:23:467 days
18 months
(47 days)

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Do these match
your ideas?
Advances
in equipment?
Time
Attitude
Money
Desire for recognition
Expertise

Bigger
Teams
1 day 23 hours 2:23:467 days
18 months
(47 days)

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…someone thought it was possible.
Attitude1 day 23 hours 2:23:467 days
18 months
(47 days)

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…rivalry created healthy competition.
1 day 23 hours 2:23:467 days
18 months
(47 days)
1958 1960
Attitude
Healthy Competition
WARREN HARDING
WAYNE MERRY
GEORGE WHITMORE
ROYAL ROBBINS
JOE FITSCHEN
CHUCK PRATT
TOM FROST
AIDED FREE CLIMB

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…every generation challenged the status quo.
WARREN HARDING
WAYNE MERRY
GEORGE WHITMORE
JIM BRIDWELL
JOHN LONG
BILLY WESTBAY
LYNN HILL
ALEX HONNOLD
HANS FLORINE
ROYAL ROBBINS
JOE FITSCHEN
CHUCK PRATT
TOM FROST
1 day 23 hours 2:23:467 days
18 months
(47 days)
1958 1975 1994 20121960
Attitude
Healthy Competition
Generation Gap
AIDED FREE CLIMB FREE SOLO COMBOFREE CLIMB Accept + Build

15. © 2017 VERSION 17.02
…progress led by climbers, not equipment.
WARREN HARDING
WAYNE MERRY
GEORGE WHITMORE
JIM BRIDWELL
JOHN LONG
BILLY WESTBAY
LYNN HILL
ALEX HONNOLD
HANS FLORINE
ROYAL ROBBINS
JOE FITSCHEN
CHUCK PRATT
TOM FROST
1 day 23 hours 2:23:467 days
AIDED FREE CLIMB FREE SOLO COMBOFREE CLIMB
BOLTS, PITONS,
ROPES TO ASSIST
THE CLIMBER TO
GAIN HEIGHT
SAFETY
ROPE
NO
ROPE
MIX FREE SOLO
+ FREE CLIMB
SAFETY
ROPE
18 months
(47 days)
1958 1975 1994 20121960
Attitude
Equipment adapted
to generation needs
Healthy Competition
Generation Gap
Accept + Build

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Where next?
WARREN HARDING
WAYNE MERRY
GEORGE WHITMORE
JIM BRIDWELL
JOHN LONG
BILLY WESTBAY
LYNN HILL
ALEX HONNOLD
HANS FLORINE
ROYAL ROBBINS
JOE FITSCHEN
CHUCK PRATT
TOM FROST
1 day 23 hours 2:23:467 days
AIDED FREE CLIMB FREE SOLO COMBOFREE CLIMB
BOLTS, PITONS,
ROPES TO ASSIST
THE CLIMBER TO
GAIN HEIGHT
SAFETY
ROPE
NO
ROPE
MIX FREE SOLO
+ FREE CLIMB
SAFETY
ROPE
Where will the
next generation
take it?
18 months
(47 days)
1958 1975 1994 20121960

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COMBINE WITH OTHER SPORTS
CLIMBING + WINGSUITED BASE JUMPING

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The Mars Generation

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Who will shape the next few decades?
The Mars Generation (Generation Z) are now teenagers and young adults,
soon to be entering the workforce.
They are the first generation born after the internet became mainstream
and they will lead the first manned mission to Mars.
As a result, the Mars Generation are true digital natives and global citizens,
raised during a time where rapid change has been a constant, on-demand
services are standard, and everything is possible.

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Increasingly difficult to predict the Future
With a generation where innovation is the status quo, predicting the future becomes increasingly
difficult.
From entertainment to health care, government to shopping, nothing is certain.
How do you structure your business to provide a service or product which hasn’t been thought of,
or retain the highest talents?

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Learn from the Mars Generation
To future-proof your business, create an organisational culture which thrives in the unknown and is
comfortable with risk. Provide them with the freedom to innovate and inspire them to claim
personal ownership for their work and ideas.
Solicit healthy competition and rise to the challenge.
Explore partnerships from other fields or industries and be ready to drop a digital technology as
quickly as you adopt it.
Essentially, learn from the Mars Generation, let them teach you how to thrive in an environment of
rapid and unpredictable change.

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Bringing
it all together

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Digital Transformation
The effect of adapting your business to thrive in a digital economy*
DIGITAL TRANSFORMATION
IS NOT
DIGITAL TRANSFORMATION
IS
WHICH IS
ENABLED BY
TOOLS FOR
SUCCESS
Technology led Attitude first Leadership
Clear digital strategy
& timely roadmap
A magic wand Commitment to risk Culture
Freedom to innovate
& personal ownership
Solitary Cross-pollination Integration
Multiple technologies
& partnerships
*An economy which functions primarily by means of digital technology i.e. internet, apps, mobile, etc.

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Learning Summary
& Next Steps

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By now you are able to:
1. Confidently define and explain digital transformation as the process of adapting your
business to take advantage of the current hyperconnected
and digital society.
2. Understand that digital transformation is led by attitude and a clear
digital strategy, not technology.
3. Realise that successful change of this magnitude requires committed leadership at an
executive level.

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Next Steps
1. Explain digital transformation to as many friends and/or colleagues
as possible until you are confident you understand it and can
explain it readily.
2. Adopt an ‘attitude first’ approach and become an ambassador
for digital transformation.
3. Stay connected on LinkedIn @ilovebaan
4. Progress to phase two – The Pursuit of Falling: Leadership.

27. © 2017 VERSION 17.02© 2017 VERSION 17.02
falling@baan.ae ｜@ilovebaan