The document discusses trends in digital technology and strategies for business in the digital age. Some key points discussed include: - The blurring of boundaries between the virtual and physical as technology becomes ubiquitous. This enables new business models and experiences. - Capitalizing on digital opportunities is key to innovation and growth. Leaders are using digital to imagine new possibilities and quickly implement insights. - Emerging technologies like the internet of things, machine learning, mixed reality, and artificial intelligence are continuing to blur virtual and physical worlds. - An effective digital strategy focuses on customers, designs for business outcomes, and commits to continuous learning to build an agile organization. Insights from customers and testing new business models are also important

1. HOW TO
IN THE
DIGITAL
AGE
lead
IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL

2. Welcome to your digital frontier.
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3. Today’s world reflects a
new reality: technology is
ubiquitous, with friction-free
access to digital services.
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4. This virtually seamless world
makes disruption possible,
enabling new business
models, products, services,
and experiences.
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5. Capitalizing on this phenomenon is key to
innovation and growth. Business leaders are
unlocking the possibilities of this new
reality, using digital experiences to first
imagine what’s next, and then quickly turn
those insights into business value.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESMAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL FRONTIER

6. These trends show the continued blurring of the
boundary between virtual and physical life.
Businesses are connecting products in the real-
world to experiences in virtual environments.
The convergence of device functionality.
Ubiquitous access to information. Gathering
and analyzing data to gain insight and agility
to make informed predictions. The ability to
generate demand with the right people in the
right place. Our need to be social. Curiosity
for authentic content and insights, and the
human need for balance.
SEE HOW >
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESTOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYVIRTUAL MEETS REALITY

7. INTERNET OF
THINGS
MACHINE
LEARNING
DATA
SCIENCE
MIXED
REALITY
ARTIFICIAL
INTELLIGENCE
HUMAN
COMPUTER
INTERACTION
These trends show the continued blurring of the
boundary between virtual and physical life.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESTOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYVIRTUAL MEETS REALITY

8. INTERNET OF
THINGS
MACHINE
LEARNING
DATA
SCIENCE
MIXED
REALITY
ARTIFICIAL
INTELLIGENCE
These trends show the continued blurring of the
boundary between virtual and physical life.
HUMAN
COMPUTER
INTERACTION
advancing human interaction
and automation, coupling
of intelligent systems with
direct manipulation
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESTOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYVIRTUAL MEETS REALITY

9. MACHINE
LEARNING
DATA
SCIENCE
MIXED
REALITY
ARTIFICIAL
INTELLIGENCE
HUMAN
COMPUTER
INTERACTION
These trends show the continued blurring of the
boundary between virtual and physical life.
INTERNET
OF THINGS
network of connected
objects and devices
to collect and
exchange data
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESTOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYVIRTUAL MEETS REALITY

10. INTERNET OF
THINGS
DATA
SCIENCE
MIXED
REALITY
ARTIFICIAL
INTELLIGENCE
HUMAN
COMPUTER
INTERACTION
These trends show the continued blurring of the
boundary between virtual and physical life.
MACHINE
LEARNING
pattern recognition to
learn from and make
predictions on data
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESTOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYVIRTUAL MEETS REALITY

11. INTERNET OF
THINGS
MACHINE
LEARNING
MIXED
REALITY
ARTIFICIAL
INTELLIGENCE
HUMAN
COMPUTER
INTERACTION
These trends show the continued blurring of the
boundary between virtual and physical life.
DATA
SCIENCE
predictable analytics
in machine translation,
speech recognition,
robotics and search
engines
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESTOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYVIRTUAL MEETS REALITY

12. INTERNET OF
THINGS
MACHINE
LEARNING
DATA
SCIENCE
ARTIFICIAL
INTELLIGENCE
HUMAN
COMPUTER
INTERACTION
These trends show the continued blurring of the
boundary between virtual and physical life.
MIXED
REALITY
merging real and virtual
worlds to produce new
environments and
visualizations to interact
and co-exist in
real time
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESTOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYVIRTUAL MEETS REALITY

13. INTERNET OF
THINGS
MACHINE
LEARNING
DATA
SCIENCE
MIXED
REALITY
HUMAN
COMPUTER
INTERACTION
These trends show the continued blurring of the
boundary between virtual and physical life.
ARTIFICIAL
INTELLIGENCE
reasoning, knowledge,
learning perception and
ability to manipulate
objects
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESTOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYVIRTUAL MEETS REALITY

14. When opportunity knocks, will you be ready to respond?
EIGHT KEYS TO MAKING THE MOST OF YOUR DIGITAL STRATEGY
1
The customer
is the North
Star for the
journey ahead
2
Design for
business
outcomes
3
Commit to
continuous
learning
4
Build business
agility and
new customer
segments
5
Provide
anywhere
and anytime
access
6
Connect
employees,
customers,
partners, and
suppliers
7
Gain customer
insights
into needs
and desired
outcomes
8
Business
model
innovation
determines
what works
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNING TRUE STORIESDIGITAL JOURNEYDIGITAL STRATEGY

15. When opportunity knocks, will you be ready to respond?
EIGHT KEYS TO MAKING THE MOST OF YOUR DIGITAL STRATEGY
2
Design for
business
outcomes
3
Commit to
continuous
learning
4
Build business
agility and
new customer
segments
5
Provide
anywhere
and anytime
access
6
Connect
employees,
customers,
partners, and
suppliers
7
Gain customer
insights
into needs
and desired
outcomes
8
Business
model
innovation
determines
what works
1
The customer
is the North
Star for the
journey ahead
Create deep connections, relevance, and empathy by seeing through the eyes of
the customer. Design and deliver services and solutions from their perspective, by
focusing energy on the things that matter to them.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNING TRUE STORIESDIGITAL JOURNEYDIGITAL STRATEGY

16. When opportunity knocks, will you be ready to respond?
EIGHT KEYS TO MAKING THE MOST OF YOUR DIGITAL STRATEGY
1
The customer
is the North
Star for the
journey ahead
3
Commit to
continuous
learning
4
Build business
agility and
new customer
segments
5
Provide
anywhere
and anytime
access
6
Connect
employees,
customers,
partners, and
suppliers
7
Gain customer
insights
into needs
and desired
outcomes
8
Business
model
innovation
determines
what works
2
Design for
business
outcomes
When formulating your digital strategy, focus on the business outcomes. Think in
terms of adding incremental business capabilities. Don’t make it a big bang thing.
Instead, start small, but iterate rapidly on building business capabilities that take
advantage of technologies that will help bring your business scenarios to life.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNING TRUE STORIESDIGITAL JOURNEYDIGITAL STRATEGY

17. When opportunity knocks, will you be ready to respond?
EIGHT KEYS TO MAKING THE MOST OF YOUR DIGITAL STRATEGY
1
The customer
is the North
Star for the
journey ahead
2
Design for
business
outcomes
4
Build business
agility and
new customer
segments
5
Provide
anywhere
and anytime
access
6
Connect
employees,
customers,
partners, and
suppliers
7
Gain customer
insights
into needs
and desired
outcomes
8
Business
model
innovation
determines
what works
3
Commit to
continuous
learning
Digital business transformation is a cultural shift, not a technology problem. If you
want it to be built to last, then it needs to be built for change. A key building block
for organizational cultures that will rise and thrive in the digital age is that they are
built for change and commit to being a learning organization – that is adaptive and
continuously improves with time and necessity.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNING TRUE STORIESDIGITAL JOURNEYDIGITAL STRATEGY

18. When opportunity knocks, will you be ready to respond?
EIGHT KEYS TO MAKING THE MOST OF YOUR DIGITAL STRATEGY
1
The customer
is the North
Star for the
journey ahead
2
Design for
business
outcomes
3
Commit to
continuous
learning
5
Provide
anywhere
and anytime
access
6
Connect
employees,
customers,
partners, and
suppliers
7
Gain customer
insights
into needs
and desired
outcomes
8
Business
model
innovation
determines
what works
4
Build business
agility and
new customer
segments
Always look to take waste out where value is not being created, whilst remaining
nimble to rapidly respond to market change to deliver on your customer needs.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNING TRUE STORIESDIGITAL JOURNEYDIGITAL STRATEGY

19. When opportunity knocks, will you be ready to respond?
EIGHT KEYS TO MAKING THE MOST OF YOUR DIGITAL STRATEGY
1
The customer
is the North
Star for the
journey ahead
2
Design for
business
outcomes
3
Commit to
continuous
learning
4
Build business
agility and
new customer
segments
6
Connect
employees,
customers,
partners, and
suppliers
7
Gain customer
insights
into needs
and desired
outcomes
8
Business
model
innovation
determines
what works
5
Provide
anywhere
and anytime
access
Embrace diverse buying patterns and work styles by supporting devices and
building apps to support new business models and needs at anytime and anywhere.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNING TRUE STORIESDIGITAL JOURNEYDIGITAL STRATEGY

20. When opportunity knocks, will you be ready to respond?
EIGHT KEYS TO MAKING THE MOST OF YOUR DIGITAL STRATEGY
1
The customer
is the North
Star for the
journey ahead
2
Design for
business
outcomes
3
Commit to
continuous
learning
4
Build business
agility and
new customer
segments
5
Provide
anywhere
and anytime
access
7
Gain customer
insights
into needs
and desired
outcomes
8
Business
model
innovation
determines
what works
6
Connect
employees,
customers,
partners, and
suppliers
Work your entire value chain optimally to build on the products and services
that you deliver to customers today by creating interactive and engaging
experiences, flow and feedback.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNING TRUE STORIESDIGITAL JOURNEYDIGITAL STRATEGY

21. When opportunity knocks, will you be ready to respond?
EIGHT KEYS TO MAKING THE MOST OF YOUR DIGITAL STRATEGY
1
The customer
is the North
Star for the
journey ahead
2
Design for
business
outcomes
3
Commit to
continuous
learning
4
Build business
agility and
new customer
segments
5
Provide
anywhere
and anytime
access
6
Connect
employees,
customers,
partners, and
suppliers
8
Business
model
innovation
determines
what works
7
Gain customer
insights
into needs
and desired
outcomes
Context is the key to relevancy. The way to be relevant is to show up in context, in
a relevant way, to the situation at hand. As you can imagine, artificial intelligence,
machine learning and analytics can play a big role in relevancy, along with all the
insight gained from the exponentially growing Internet-of-Things all around you.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNING TRUE STORIESDIGITAL JOURNEYDIGITAL STRATEGY

22. When opportunity knocks, will you be ready to respond?
EIGHT KEYS TO MAKING THE MOST OF YOUR DIGITAL STRATEGY
1
The customer
is the North
Star for the
journey ahead
2
Design for
business
outcomes
3
Commit to
continuous
learning
4
Build business
agility and
new customer
segments
5
Provide
anywhere
and anytime
access
6
Connect
employees,
customers,
partners, and
suppliers
7
Gain customer
insights
into needs
and desired
outcomes
8
Business
model
innovation
determines
what works
Businesses are connecting products in the real-world to experiences in virtual
environments, coupled with the Internet of Things, business models get flipped on their
head. Some businesses are moving from selling their things to selling their insights and
information. The four dimensions of business model innovation are the customer segment
(WHO), the value proposition (WHAT), the value chain (HOW), or why you profit (WHY).
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNING TRUE STORIESDIGITAL JOURNEYDIGITAL STRATEGY

23. BUSINESS
EXPERIENCE TECHNOLOGY
The key to delivering the best experience and service
regardless of where you are on your digital journey, is
to help unlock new opportunities at the intersection
of business performance improvement, differentiated
experiences, and technology integration.
NEXT >
DIGITAL AGE CENTRAL EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYIMAGINE WHAT’S NEXT

24. Breaking down decaying organizational silo’s from
rigid functional and operational structures, to highly
skilled, focused and nimble transdisciplinary venture-
like teams, that gravitate towards a common sense
of purpose, curiosity and will to do something
worthwhile for the greater good.
Learn about your customers with a curious child-like
wonder. Be insatiable in your desire to learn from
the outside in and bring that into your organization.
Think critically to deeply understand industry-specific
business strategies and needs that differentiate,
bringing insights that help you do things you didn’t
think possible previously.
NEXT >< PREV
DIGITAL AGE CENTRAL EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYIMAGINE WHAT’S NEXT

25. Creativity can’t be subscribed to or bought off the
shelf as if it were packaged software or a process.
It’s a social system about values, skills, craftmanship
and a way of doing. It isn’t simply a mandate that
gets handed down. It needs to be embraced to
allow people to create without fear. It’s something
that is nurtured, imparted and practiced at
throughout an organization. It takes skill, practice
and persistence, and the results pay off.
< PREV
CREATIVE
THINKING LIFELONG
LEARNING
CRITICAL
THINKING
DIGITAL AGE CENTRAL EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYIMAGINE WHAT’S NEXT

26. Imagine Experience
Challenge convention.
Imagine the art of the possible.
“What if...? Imagine if…?”
Engage with value-added services
and digital experiences that differentiate.
Improve business performance.
RESEARCH
ENVISION
DESIGN
PRIORITIZE
PLAN
IMPACT
PRODUCTIVE
USE
ADOPT
MEASURE
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER DIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYMAGIC TAKES PLANNING
Magic takes planning.
Realize
Accelerate the realization of
value. Speed time-to-market.
Deliver on customer needs.
CONTINUOUS CYCLE OF VALUE CREATION

27. Magic takes planning.
DESIGN
PRIORITIZE
PLAN
IMPACT
PRODUCTIVE
USE
ADOPT
MEASURE
RESEARCH
ENVISION
Magic takes planning.
RESEARCH
Engage employees,
customers, and partners in
multidisciplinary research.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

28. Magic takes planning.
RESEARCH
DESIGN
PRIORITIZE
PLAN
IMPACT
PRODUCTIVE
USE
ADOPT
MEASURE
ENVISION
ENVISION
Generate ideas and envision the
potential from a business performance
experience, differentiated experiences
and technology integration
perspectives in parallel.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

29. Magic takes planning.
RESEARCH
ENVISION
PRIORITIZE
PLAN
IMPACT
PRODUCTIVE
USE
ADOPT
MEASURE
DESIGN
DESIGN
Design service, product, experience,
and/or solution. Prototype commercial
viability and technological feasibility.
Explore end-to-end experience.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

30. Magic takes planning.
RESEARCH
ENVISION
DESIGN
PLAN
IMPACT
PRODUCTIVE
USE
ADOPT
MEASURE
PRIORITIZE
PRIORITIZE
Pick best bet opportunities based on
impact vs. ability to execute.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

31. Magic takes planning.
RESEARCH
ENVISION
DESIGN
PRIORITIZE
IMPACT
PRODUCTIVE
USE
ADOPT
MEASURE
PLAN
PLAN
Architect against capabilities, scenarios,
business case, value management,
adoption, governance, risk, and compliance.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

32. Magic takes planning.
RESEARCH
ENVISION
DESIGN
PRIORITIZE
PLAN
IMPACT
ADOPT
MEASURE
PRODUCTIVE
USE
PRODUCTIVE USE
Drive adoption to realize value and
report on impact. Create feedback loop
of usage, needs, and opportunities.
Remove adoption blockers.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

33. Magic takes planning.
RESEARCH
ENVISION
DESIGN
PRIORITIZE
PLAN
IMPACT
PRODUCTIVE
USE
MEASURE
ADOPT
ADOPT
Drive effective change and
organization adoption to optimize
usage and value realized.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

34. Magic takes planning.
RESEARCH
ENVISION
DESIGN
PRIORITIZE
PLAN
IMPACT
PRODUCTIVE
USE
ADOPT
MEASURE
MEASURE
Monitor strategy with KPIs, critical
success factors, and any other
significant criteria. Establish governance
to manage, monitor, and track
performance.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

35. Magic takes planning.
RESEARCH
ENVISION
DESIGN
PRIORITIZE
PLAN PRODUCTIVE
USE
ADOPT
MEASURE
IMPACT
IMPACT
Business value, outcomes, and
experiences realized. Solution
brought to market profitably
and effectively.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

36. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
1
Industry
Research
2
Customer
Journey
Mapping
3
Ethnographic
Research
4
Observation
Analysis
5
Ideation
Management
6
Scenario
Planning
7
Story
Boarding
8
Story
Telling
9
Business
Model
Innovation
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITYDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYTOOLS & TECHNIQUES

37. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
2
Customer
Journey
Mapping
3
Ethnographic
Research
4
Observation
Analysis
5
Ideation
Management
6
Scenario
Planning
7
Story
Boarding
8
Story
Telling
9
Business
Model
Innovation
1
Industry
Research
Being current on industry trends, finding key performance benchmark
patterns, analyzing the types of business and strategies and tactics in
competing organizations.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

38. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
1
Industry
Research
3
Ethnographic
Research
4
Observation
Analysis
5
Ideation
Management
6
Scenario
Planning
7
Story
Boarding
8
Story
Telling
9
Business
Model
Innovation
2
Customer
Journey
Mapping
Outlining the needs, goals, thoughts, feelings, expectations and pain points of each
person involved, determining the actions and interactions of what your customer is
doing, the channels where the interaction takes place, and the context.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

39. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
1
Industry
Research
2
Customer
Journey
Mapping
4
Observation
Analysis
5
Ideation
Management
6
Scenario
Planning
7
Story
Boarding
8
Story
Telling
9
Business
Model
Innovation
3
Ethnographic
Studies
Emphasizing cultural relativity, holistic thinking, and the use of findings to frame
cultural critiques, qualitative research and analysis to describe a cultural group.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

40. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
1
Industry
Research
2
Customer
Journey
Mapping
3
Ethnographic
Research
5
Ideation
Management
6
Scenario
Planning
7
Story
Boarding
8
Story
Telling
9
Business
Model
Innovation
4
Observation
Analysis
Exploring the customer’s journey to gather information about the products and
services an organization provides that go beyond their immediate interactions in a
specific digital or physical touch point.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

41. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
1
Industry
Research
2
Customer
Journey
Mapping
3
Ethnographic
Research
4
Observation
Analysis
6
Scenario
Planning
7
Story
Boarding
8
Story
Telling
9
Business
Model
Innovation
5
Ideation
Management
Generating, developing, and communicating new creative ideas across all stages of
the thought process, from research, envision, design to realization.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

42. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
1
Industry
Research
2
Customer
Journey
Mapping
3
Ethnographic
Research
4
Observation
Analysis
5
Ideation
Management
7
Story
Boarding
8
Story
Telling
9
Business
Model
Innovation
6
Scenario
Planning
Designing for the needs of your customers so that a service is people-centric,
competitive, and relevant to your customers by helping your business to better
understand the behavior, needs, and motivations of your customers.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

43. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
1
Industry
Research
2
Customer
Journey
Mapping
3
Ethnographic
Research
4
Observation
Analysis
5
Ideation
Management
6
Scenario
Planning
8
Story
Telling
9
Business
Model
Innovation
7
Story
Boarding
Visually organizing and illustrating the series of steps and their sequencing in the
customer journey storyboard as part of the iterative design process.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

44. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
1
Industry
Research
2
Customer
Journey
Mapping
3
Ethnographic
Research
4
Observation
Analysis
5
Ideation
Management
6
Scenario
Planning
7
Story
Boarding
9
Business
Model
Innovation
8
Story
Telling
Revealing the motivations, work-lives, environments, challenges,
achievements, and the people and technologies that help them along
the way, showing the ups and downs.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

45. Use these tools and techniques to imagine what’s next, realize
more value, and create experiences that differentiate.
1
Industry
Research
2
Customer
Journey
Mapping
3
Ethnographic
Research
4
Observation
Analysis
5
Ideation
Management
6
Scenario
Planning
7
Story
Boarding
8
Story
Telling
9
Business
Model
Innovation
Formulating the key building blocks to develop the business model by aligning
activities by illustrating potential trade-offs across your value proposition, how you
prioritize and execute to make money, go to market, manage cost and operations.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY

46. The client—Chief Marketing Officer
“We are always looking to…
• Improve our marketing and sales effectiveness
• Reduce the cost of gaining new customers and
maintaining customer loyalty
• Control our message in the market at all times
and in all situations
• Drive each customer to buy across a range of
products through cross-selling and up-selling
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

47. Current state Desired future state
“We have difficulty finding
ways to maximize reach
and deliver messages that
provoke action, especially
with people using more
devices in more locations
than ever before. We need
to find interactive solutions
that allow us to be a part
of the moments that matter
and make the ads work.”
“We can easily build
evocative advertisements
and conduct digital
marketing campaigns,
delivering them on
interactive devices that
make the creative come
to life. We can react to
real-time insights and
personalized information.“
The goal—increase customer preference
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

48. Mapping the customer experience journey
SHOP + PURCHASE OWNERSHIP
Needs
arise and
change
Receive
targeted
marketing
Decide
to find
solution
Learn
of new
product
Gather +
evaluate
info
Visit
store
Receive
personalized
offers
Purchase
Product
Learn of
add-ons
Try product
Digital Hotspots
Receiving targeted marketing
Learning of product
Researching product
Receiving personalized offers
Purchasing products and services
Learning of services
*
* *
*
*
*
*
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

49. Mapping the customer experience journey
SHOP + PURCHASE OWNERSHIP
Use
product
Submit
usage
data
Discuss
satisfaction
Purchase
add-ons and
services
Receive
targeted
marketing
Digital Hotspots
Receiving customer service
Generating data to support
personalized marketing
Providing data and ideas
for new offerings
Sharing experience with others
*
*
*
*
*
Purchase &
subscribe*
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

50. Solution storyboard
Market and sell
products
Move customers through
the decision journey
Conduct responsive, agile
and effective campaigns
START STOP CONTINUEBENEFITSTOP-LINE IMPACT
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

51. Move customers through
the decision journey
Conduct responsive, agile
and effective campaigns
Market and sell
products
Social media
Mass media Devices
The web
Solution storyboard
START STOP CONTINUEBENEFITSTOP-LINE IMPACT
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

52. Market and sell
products
Conduct responsive, agile
and effective campaigns
Solution storyboard
Move customers through
the decision journey
Move customers through the decision journey
Personalized services Adapt campaigns
Develop new offers
Target marketing
Customer 360º view
Services to devices,
telemetry, social,
and market data
START STOP CONTINUEBENEFITSTOP-LINE IMPACT
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

53. Market and sell
products
Move customers through
the decision journey
Solution storyboard
Conduct responsive, agile
and effective campaigns
Engage customers
Increase sales Multiple channels
Offer desirable
services
START STOP CONTINUEBENEFITSTOP-LINE IMPACT
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

54. Market and sell
products
Move customers through
the decision journey
Conduct responsive, agile
and effective campaigns
Solution storyboard
START STOP CONTINUEBENEFITSTOP-LINE IMPACT
Enhance and improve
customer engagement and
generate ongoing revenue
with personalized, timely,
and agile marketing
campaigns.
TOP-LINE IMPACT
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

55. Market and sell
products
Move customers through
the decision journey
Conduct responsive, agile
and effective campaigns
Solution storyboard
START STOP CONTINUEBENEFITSTOP-LINE IMPACT
Improved marketing and
sales effectiveness
Increased market share
Improved product and
service quality
Improved brand and
shareholder satisfaction
Improved speed to market
BENEFITS
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

56. Market and sell
products
Move customers through
the decision journey
Conduct responsive, agile
and effective campaigns
Solution storyboard
START STOP CONTINUEBENEFITSTOP-LINE IMPACT
Design marketing
campaigns with the help of
social listening analytics
Evaluate device telemetry
to identify new marketing
opportunities
Using customer analytics
to connect customers
with the most pertinent
products and services
Personalizing mobile
marketing
START
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

57. Market and sell
products
Move customers through
the decision journey
Conduct responsive, agile
and effective campaigns
Solution storyboard
START STOP CONTINUEBENEFITSTOP-LINE IMPACT
Restrict listening to only
brand and not beyond
(Competitors)
Restrict sharing sentiment
analysis data throughout
the organization
STOP
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

58. Market and sell
products
Move customers through
the decision journey
Conduct responsive, agile
and effective campaigns
Solution storyboard
START STOP CONTINUEBENEFITSTOP-LINE IMPACT
Perform customer and
marketintelligence analysis
Develop and manage
social media channels
Develop and manage
promotional activities
CONTINUE
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

59. Technology storyboard
Customer
Nearby store
Print
Online (web, chat)
Assisted Sales
Digital signage/kiosk
TV & radio
Devices
Partners
Mobile app
Sales &
service
Marketing
Microsoft
social
engagement
Data
science
Machine
learning
Artificial
intelligence
Internet
of things
Demographic insights
Social media
So
cial sentiment
Shared custom
er v
iew
Sales and customer service
Proximityoffers
Offers Campaigns, promotions, and offers
Contextual offers (event-based, seasonal, etc.)
InsightsVideo
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
CLIENT SCENARIO — DIGITAL MARKETING & CUSTOMER EXPERIENCE

60. True stories
People and organizations who have challenged convention, using technology creatively
to imagine and realize the human and business value of digital experiences
Setting people with sight
loss free to experience cities
like never before
Independence Day
Reimagining the buying
experience to sell health, beauty
and homecare products
Amway
Bringing the customer
experience to life
Virgin Atlantic
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY DIGITAL JOURNEY TRUE STORIES

61. The edges are no longer the boundaries.The edges are no longer the boundaries.
As more people and things are connected, there is more data to provide
insight. And that insight, in turn, can be used to innovate and disrupt
anything where there are inefficiencies in how information is generated,
captured, shared, and exploited.
At the same time, imagine a world where more people are trying to find new
ways to create and capture value. This flips business models on their head,
and leads to more business model innovation, as companies find the hot
spots along their value chain (marketing, sales, supply, product development,
distribution, and customer service) to simplify, digitize, and automate.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXTVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY EDGELESS BOUNDARIES

62. The edges are no longer the boundaries.
The individuals and companies that rise above the noise, are able to
look left when others are looking right, are the ones that build better
brands, have the foresight and empathy to see through the eyes of their
customers to quickly innovate and bring to market differentiated products,
services, solutions and experiences, are laser focused on creating unique
value, have the agility to reinvent themselves and move quickly to
embrace change, can tell their story to inspire and win the hearts and
minds, and cultivate their own tribe of raving fans.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXTVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY EDGELESS BOUNDARIES

63. About the authors
ROY SHARPLES
Director, Digital Experiences
Creative laureate that envisions and brings to life new
services and experiences that enable wealth creation
and makes people’s lives better.
JD MEIER
Director, Digital Business Transformation
Leads the Microsoft capability for enterprise strategy, enterprise
architecture, and value realization. Pioneer in agile program
management, taking on big challenges and turning them into
results, competitive wins, and industry impact.
DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEYDIGITAL AGE CENTRAL IMAGINE WHAT’S NEXTVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY EDGELESS BOUNDARIES

64. DIGITAL AGE CENTRAL IMAGINE WHAT’S NEXT EDGELESS BOUNDARIESVIRTUAL MEETS REALITY TOOLS & TECHNIQUESDIGITAL FRONTIER MAGIC TAKES PLANNINGDIGITAL STRATEGY TRUE STORIESDIGITAL JOURNEY
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countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to
changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this
presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.