Myth 1: Implementing Technology is not the same as Digital Transformation Myth 2: Creating Operational Efficiency leads to Digital Transformation Myth 3: Improving Digital Marketing creates a Digitally Transformed Organisation Myth 4: All Digital Transformation Strategies are Good Strategies Myth 5: Agile, Lean, Sprints are Digital Transformation Strategy Planning Techniques.

1. Niall McKeown
@niallmckeown
© 2016 all rights reserved Ion Technologies LTD
Top 5
Digital Transformation
Strategy Myths

2. 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.
“Transformation” in this context is: How an organisation is
built to change, innovate and reinvent rather than simply
enhance and support the traditional methods.
WHAT IS DIGITAL TRANSFORMATION?

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

4. MYTH #1 IMPROVING IT
SYSTEMS IS DIGITAL
TRANSFORMATION

6. MYTH #1 DIGITAL TRANSFORMATION IS ABOUT TECHNOLOGY
“Digital transformation is fundamentally not about
technology but about strategy. Although it may
require upgrading your IT architecture, the more
important upgrade is to your strategic thinking.”
The Digital Transformation Playbook:
Rethink Your Business for the Digital Age (Columbia Business School Publishing)

7. MYTH #2 IMPROVING
OPERATIONS IS STRATEGIC
DIGITAL TRANSFORMATION

8. MYTH #2 IMPROVING OPERATIONS IS
STRATEGIC DIGITAL TRANSFORMATION

9. MYTH #2 IMPROVING OPERATIONS IS
STRATEGIC DIGITAL TRANSFORMATION

10. “Strategy is about organisational change”
The opening line of “What is strategy” Published HBR 1996
MYTH #2 IMPROVING OPERATIONS IS
STRATEGIC DIGITAL TRANSFORMATION

11. MYTH #3 IMPROVING DIGITAL
MARKETING IS DIGITAL
TRANSFORMATION

12. DIGITAL
TRANSFORMATION
COMMUNICATION
Communications
Leadership
TECHNOLOGY
Rapid
Solution
Builders
LEADERSHIP
Leading Step
Change
MYTH #3 IMPROVING DIGITAL MARKETING IS DIGITAL TRANSFORMATION

13. MYTH #4 ALL DIGITAL
TRANSFORMATION
STRATEGIES ARE GOOD
STRATEGIES

14. MYTH #4 ALL DIGITAL TRANSFORMATION
STRATEGIES ARE GOOD STRATEGIES

15. “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”
MYTH #4 ALL DIGITAL TRANSFORMATION
STRATEGIES ARE GOOD STRATEGIES

16. Strategy Kernel
Diagnosis
Coherent
Action
Guiding
Policy
Incoherent
Action
MYTH #4 ALL DIGITAL TRANSFORMATION
STRATEGIES ARE GOOD STRATEGIES

17. MYTH #5 AGILE, LEAN, SPRINT, PORTERS
5 FORCES, PESTEL…CREATE DIGITAL
TRANSFORMATION STRATEGIES

18. MYTH #5 AGILE, LEAN, SPRINT, PORTERS 5 FORCES,
PESTEL…CREATE DIGITAL TRANSFORMATION STRATEGIES

19. D
efining
N
ew
Com
petitive
AdvantageTesting
Assum
ptions
Creating
Solutions
D
elivering
Technology
MYTH #5 AGILE, LEAN, SPRINT, PORTERS 5 FORCES,
PESTEL…CREATE DIGITAL TRANSFORMATION STRATEGIES

20. 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)
DIGITAL TRANSFORMATION JOURNEY PLANNER

21. 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)
Start Here >
< Destination
DATA DRIVEN STRATEGY CREATION

22. 7 PRINCIPLES OF DIGITAL BUSINESS STRATEGY
DIGITAL TRANSFORMATION FRAMEWORK
4
5 6 7
3
$
1
?
2
7 PRINCIPLES
Know
yourself
ResourcesMarketplaceCustomers
Market
position
Engine
of growth Tactics

23. Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
DATA PROVIDING EVIDENCE OF COMPETITIVE ADVANTAGE

24. Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Unique Value Proposition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Mile Marker Projects Tasks
Task
Intent
✓
✓
✓
⎋
⎅ ⎆
⎈ ⌘
⎙ ⌰
⍾ ⍵
⍟
⎃ ⌮ ⎂
⎃ ⌭ ⎃
⎃ ⌮ ⎂
⎃ ⌭ ⎃
⎃ ⌮ ⎂
⎃ ⌭ ⎃
⎃ ⌮ ⎂
⎃ ⌭ ⎃
🕒
👤
＄

25. Niall McKeown
@niallmckeown
© 2016 all rights reserved Ion Technologies LTD
Top 5
Digital Transformation
Strategy Myths