The document discusses the importance of strategy and digital transformation in organizations, emphasizing the need for a culture of innovation and effective communication to sustain competitive advantage. It highlights a framework for planning actionable digital transformation strategies along with the components necessary for success, including staff engagement, process innovation, and technology integration. Key themes include identifying critical issues, defining unique value propositions, and the role of leadership in navigating the rapid pace of technological change.

1. Niall McKeown
@niallmckeown
© 2016 all rights reserved Ion Technologies LTD
Digital DNA Armagh
29th September 2016

2. Strategy creates competitive advantage
People and a culture of innovation sustains it
Technology & Communications is the means by
which it is delivered

3. STRATEGIES, POLICIES, OUTCOMES
So, you want me to
do what?

4. “Strategy comes from identifying one or two critical
issues in the situation – the pivotal points that can
multiply the effectiveness of effort – then focusing
and concentrating action and resources on them”
WHAT IS STRATEGY?

5. WHAT IS STRATEGY?WHAT IS STRATEGY?
Strategy Kernel
Diagnosis
Coherent
Action
Guiding
Policy
Incoherent
Action

6. Crying baby
Kitchen fire
Some calls
Interruptions
Distractions
Most calls
Trivia
Busy Work
Browsing
Planning
Strategy
Exercise
Change
Urgent Not Urgent
ImportantNotImportant
NOT URGENT BUT IMPORTANT

7. WHAT IS DIGITAL TRANSFORMATION?
The word “digital” is a synonym for the pace of change that’s occurring
in today’s world, driven by the rapid adoption of technology.
How an organisation is built to change, innovate and reinvent
rather than simply enhance and support the traditional methods.
Digital
Transformation

8. COMMUNICATION TECHNOLOGY
LEADERSHIP
Technology
Support
Rapid
Solution
Builders
Marketing
Tactics
Communications
Leadership
Short Term
Management
Leading Step
Change
Digital
Transformation

9. DIGITISING SERVICES 2017
DIGITALLY
TRANSFORMED
SERVICES
2020
‘DOING DIGITAL’ 0

10. Disruptive Innovation

12. 4
5 6 7
3
$
1
?
2
7 PRINCIPLES
Know
yourself
ResourcesMarketplaceCustomers
Market
position
Engine
of growth Tactics
THERE IS A FRAMEWORK FOR PLANNING
ACTIONABLE DIGITAL TRANSFORMATION
STRATEGIES

13. CULTURAL HIERARCHY OF NEEDS

14. CLOSE CAPABILITY GAPS

15. SCORE INNOVATIONS

16. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORMATION
= DIGITAL TRANSFORMATION

17. STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORMATION
= DIGITISATION
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

18. STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORMATION
= RESISTANCE
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

19. STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORMATION
= UNCOORDINATED
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

20. STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORMATION
= FRUSTRATION
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

21. STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORMATION
= STAGNATION
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION

22. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORMATION
= DIGITAL TRANSFORMATION

24. Doing Digital
Or
Digital Innovator?

25. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORMATION
= DIGITAL TRANSFORMATION

26. Milemarkers Projects Tasks
7
Customer
Volume
How Customer Perceives
Your Business
Lens Lock [ _________]5 6
7PBDS STRATEGY BOARD STRATEGY
& CULTURE +

27. 7PBDS STRATEGY BOARD STRATEGY
& CULTURE +
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition

28. STRATEGY
& CULTURE +
Yourself
Diagnosis
Strategic Ambition
1
Unique Value Proposition

29. STRATEGY
& CULTURE +
“We are the _______ in ______ for
_____ because we do _______
better than anyone else”

30. STRATEGY
& CULTURE +
“We are the pioneers in Early
Participation Therapy for children
with special needs because we
produce affordable clinically excellent
products better than anybody else”

31. STRATEGY
& CULTURE +
“We are the pioneers in Early
Participation Therapy for children
with special needs because we
make stuff that involves the family
in helping the child engage in life
better than anyone else”

32. Milemarkers Projects Tasks
7
Customer
Volume
How Customer Perceives
Your Business
Lens Lock [ _________]5 6
7PBDS STRATEGY BOARD STRATEGY
& CULTURE +

33. Customer
Volume
How Customer Perceives
Your Business
Lens Lock [ _________]5 6
STRATEGY
& CULTURE +
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
SEO, PPC,
Display

34. Customer
Volume
How Customer Perceives
Your Business
Lens Lock [ _________]5 6
STRATEGY
& CULTURE +
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
Innovation

35. STRATEGY
& CULTURE +
Advocacy
Innovation
Persona Planning & Website
Design
Resolve Channel Conflict
Peer Review Engagement
& planning
Therapist Induc?on
Blogger Outreach
Large scale vision/
execu?on content plan
Demand Tests
Propensity to purchase
Produc?on Size Demand
Technology Choices
Video case studies
Staff Training & Culture

36. STRATEGY
& CULTURE +
Large scale vision/
execu?on content plan Video case studies
Innovation
Interna?onal Speaking
Engagement Blogger pre-release
Phase 2 Content
Own Social Leadership
Peer Review Content
Report from PhD
Collabora?ve Innova?on
Win Interna?onal Award
10 Point Check List
Pivot
& Innovate Again

37. Customer
Volume
How Customer Perceives
Your Business
Lens Lock [ _________]5 6
STRATEGY
& CULTURE +
Exclusive
Niche
or limited Audience Mass MarketMainstream
Warm
(Comforted)
Mild
(Informed)
Cold
(Rational)
Customer
Volume
How Customer Perceives
Your Business
6
5 7
3
1
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot
(Passionate)
Milemarkers Projects Tasks
Resolve channel conflict
Training for staff

38. Milemarkers Projects Tasks
7
Customer
Volume
How Customer Perceives
Your Business
Lens Lock [ _________]5 6
7PBDS STRATEGY BOARD STRATEGY
& CULTURE +
!
!
!
!
!
!
!
!
!
!
!
!
! !
!
!

39. 5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY
& CULTURE
STAFF &
CUSTOMER
ENGAGEMENT
PROCESS &
INNOVATION
TECHNOLOGY
DATA &
ANALYTICS+ + + +
=
DIGITAL
TRANSFORMATION

40. CLOSED
COLLABORATIVE
OPEN

57. http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html

58. Digital
Innovator
Characteristics
Digital Innovators Doing Digital
Set destinations Set targets
Create action based strategy
and guiding policy
Manage people against
targets
Diagnose as they goTruly diagnose a clearly
articulated challenge
Bolt it on to ‘business as
usual’
Create capacity and capability
for transformation
Subjective decision making
Outcomes based data driven
decision making
Articulate outcomes in terms
of technology
Constantly articulate the
‘human changed state’

59. Niall McKeown
@niallmckeown
© 2016 all rights reserved Ion Technologies LTD
Digital DNA Armagh
29th September 2016