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Managing Digital
Transformation
Masterclass
June 2016
jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98
Hi, I’m Jo Caudron
Active in digital since 1993
Internet entrepreneur
involved in 20+ start-ups.
Founding Partner of
Are you an active social media user?
Do you embrace new technology?
Do you get your kicks from new business models?
Who are you?
@jcaudron
A story about
Transformation
Sold in 40
countries!
@jcaudron
• we are a digital and innovative
marketing consulting company
• founded in 2009 as Dearmedia, now
the nucleus of the Duval Union
ecosystem
• we work for large European clients
• we have a strong vision on the
impact of digital and act accordingly
• we are advisors, writers, coaches
and entrepreneurs
Long term
strategy
Short term
strategy
Fixing the
basics
@jcaudron
Digital Transformation is a
complex and never-ending
journey
TRANSFORMATION
STRATEGY
ROADMAP
DIGITAL
LEADERSHIP &
CAPABILITIES ASSESS
TEAMS
TRAIN &
COACH
CHANNEL
STRATEGY
POLICY &
GOVERNANCE
SET-UP AND
ROLL-OUT RUN
ROLL-OUT
DIGITAL OFFICE
RUN DIGITAL
OFFICE
CUSTOMER
ENGAGEMENT
CHANNELS
PLATFORM
DESIGN
REQUIREMENTS
PARTNER
SELECTIONRFP
CREATION
LAUNCHDEVELOPMENT
BUSINESS/SERVICE/
PRODUCT DESIGN TRADITIONAL
BUSINESS MODEL
START-UP
BUSINESS MODEL
PROJECT
KICK-OFF
START-UP KICK-
OFF (FUNDING,
INCUBATION)
RUN PROGRAM/
DEVISION/…
RUN START-UP
(COACHING,
ADVICE)
START-UP
BUSINESS
TRADITIONAL
BUSINESS
TRANSFORMATION
STRATEGY
IMPACT
ANALYSIS
NORTH STAR
VISION OF
YOUR FUTURE
SCAN
MARKET TRENDS &
INTERNAL DIGITAL
READINESS
• INSPIRATION
• IMPACT ANALYSIS
• IDEATION
• TRANSFORMATION
VISION
• MISSION
• STRATEGIC MODELS
• TRANSFORMATION
ROADMAP
PEOPLE
PROCESS
PLATFORM
TRANSFORMATION STRATEGY
TRENDWATCHING
STRATEGY
• TREND HUB
• START-UP DATABASE
• QUALITATIVE STORIES
• DIGITAL AGENDA
PLANNING
• ASSESSMENT
• CONTAINMENT
• DEVELOPMENT
DIGITAL LEADERSHIP
• TEAM SCOPING & DEFINITION
• CDO SCOPING & REQUIREMENTS
• ASSISTANCE IN RECRUITMENT
INSTALL DIGITAL OFFICE
• CDO AS A SERVICE
• RUN DIGITAL OFFICE AD INTERIM
• STAFF DIGITAL OFFICE AD INTERIM
RUN DIGITAL OFFICE Capabilities
& Leadership
Solutions
Customer
Engagement
Solutions• SOCIAL STRATEGY & POLICY
• TRAINING COACHING
• CONTENT MARKETING PRINCIPLES
DEFINE CHANNELS
• SOCIAL CHANNEL SET-UP
• CONTENT MARKETING SET-UP
• AMBASSADORSHIP SET-UP
BUILD CHANNELS
• SOCIAL MNGR AS A SERVICE
• CONTENT MNGR AS A SERVICE
• STAFF SOCIAL TEAM AD INTERIM
• STAFF CONTENT TEAM AD INTERIM
RUN CHANNELS
Service,
Product &
Platform Design• STRATEGIC REQUIREMENTS
• FUNCTIONAL REQUIREMENTS
• SERVICE DESIGN
• RFP PREPARATION
DIGITAL
• PARTNER/VENDOR SELECTION
• DEVELOPMENT COACHING &
GUIDANCE
PARTNERS
• PROJECT MANAGEMENT
• PROGRAM MANAGEMENT
PROJECTS & PROGRAMS
OPERATIONDEPLOYMENT
Business
Guidance
• BUSINESS MODEL DEFINITION
• START-UP BOOTCAMPS
BUSINESS
• INCUBATION
• INVESTMENT
• VTC
KICK-OFF START-UP
• START-UP COACHING
• BOARD ADVISORY
• RUN VTC
RUN START-UP
THE BORING VERSION
Part 1
Setting the stage, about Digital Transformation
TRANSFORMATION
STRATEGY
ROADMAP
DIGITAL
LEADERSHIP &
CAPABILITIES ASSESS
TEAMS
TRAIN &
COACH
CHANNEL
STRATEGY
POLICY &
GOVERNANCE
SET-UP AND
ROLL-OUT RUN
ROLL-OUT
DIGITAL OFFICE
RUN DIGITAL
OFFICE
CUSTOMER
ENGAGEMENT
CHANNELS
PLATFORM
DESIGN
REQUIREMENTS
PARTNER
SELECTIONRFP
CREATION
LAUNCHDEVELOPMENT
BUSINESS/SERVICE/
PRODUCT DESIGN TRADITIONAL
BUSINESS MODEL
START-UP
BUSINESS MODEL
PROJECT
KICK-OFF
START-UP KICK-
OFF (FUNDING,
INCUBATION)
RUN PROGRAM/
DEVISION/…
RUN START-UP
(COACHING,
ADVICE)
START-UP
BUSINESS
TRADITIONAL
BUSINESS
TRANSFORMATION
STRATEGY
IMPACT
ANALYSIS
NORTH STAR
VISION OF
YOUR FUTURE
SCAN
MARKET TRENDS &
INTERNAL DIGITAL
READINESS
Digital disruption is real.
Expect a smack in the face…
who is your…
100.000jobs in banking got lost in 2015, because of
digital disruption (Antony Jenkins, the former
CEO of Barclays)
Digital transformation masterclass june 2016
Where did the
money go?
@jcaudron
Disruption
Modeling
Transformation
You have a choice
@jcaudron
Disruption
Modeling
Transformation
You have a choice
Fear
Insight
Direction
1995+
Music
Photography
Video Rental
…
2010+
Print Media
TV
Travel
HR
…
2015+
Retail
Healthcare
Automotive
Education
Telco
Food
FMCG
Banking/Insurance
…
2020
All Safe havens
will be subject
to digital
disruption
…
WAVES OF DISRUPTION
@jcaudron
What can we learn?
@jcaudron
What can we learn?
Digital Disruption is a story of…
%
This is NOT our story
YOU THEM
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!
THIS is our story: the substantial minority
YOU THEM
We are COMPLIANT!
We are a TRUSTED partner!
We have DECADES of experience!
We are on SOCIAL MEDIA!
But your
app sucks
I want
experience
Uhh..ok
Cheaper AND
better service?
Hey this
solves my
problem!
I don’t want to
wait a week
The Tipping Point
YOU THEM
Part 2
Understanding Digital Disruption
Lack of
understanding
creates fear
Putting things in a frame creates
insights
• What can we learn?
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE WHEEL OF
CHANGE
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything, everywhere,
every time
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Media
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
versus
Retail
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Food
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything, everywhere,
every time
Banking
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Health
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Auto-
motive
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
versus
Publishing
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Who’s
next?
New experts
and our peers
decide what
matters
People
participate,
share and
co-create
their future
Technology
becomes part of
everything we do
The relationship
with the market
changes
New
experiences in
product, service
& packaging
The position in
the value chain
changes
Mobile gives access to
everything, everywhere,
every time
Client
Product
Channel
CompetitionPlace
Group
Technology
So, did this
scare you
or inspire
you?
Part 3
Creating a Digital Transformation Strategy
TRANSFORMATION
STRATEGY
ROADMAP
DIGITAL
LEADERSHIP &
CAPABILITIES ASSESS
TEAMS
TRAIN &
COACH
CHANNEL
STRATEGY
POLICY &
GOVERNANCE
SET-UP AND
ROLL-OUT RUN
ROLL-OUT
DIGITAL OFFICE
RUN DIGITAL
OFFICE
CUSTOMER
ENGAGEMENT
CHANNELS
PLATFORM
DESIGN
REQUIREMENTS
PARTNER
SELECTIONRFP
CREATION
LAUNCHDEVELOPMENT
BUSINESS/SERVICE/
PRODUCT DESIGN TRADITIONAL
BUSINESS MODEL
START-UP
BUSINESS MODEL
PROJECT
KICK-OFF
START-UP KICK-
OFF (FUNDING,
INCUBATION)
RUN PROGRAM/
DEVISION/…
RUN START-UP
(COACHING,
ADVICE)
START-UP
BUSINESS
TRADITIONAL
BUSINESS
TRANSFORMATION
STRATEGY
IMPACT
ANALYSIS
NORTH STAR
VISION OF
YOUR FUTURE
SCAN
MARKET TRENDS &
INTERNAL DIGITAL
READINESS
• Intake report, not for broad
distribution
StepsDeliverables
• 1d client time
• SPOC + key people
Specs
• Digital Disruption
Inspiration document
• Impact Analysis
• Future scenarios +
Transformation Vision
• Transformation Strategy:
mission, people, process,
platform
• 3d client time
• Strategy Group
• Roadmap of problems and
solutions
• Digital Agenda with high-
level architecture consisting
of prioritized building
blocks
• Programs and projects for
transformation
• 2d client time
• Concept Group
• High-level business cases
for 2-3 selected programs
• 2d client time
• Business Group
• Final report
• 0,5d client time
• Concept Group
Deskwork Interviews
Workshop
Day 2
Deskwork
Workshop
Day 1
Deskwork
Workshop
Day 5
Deskwork
Workshop
Day 4
Workshop
Day 7
Deskwork
Workshop
Day 6
Workshop
Day 3
Deskwork Closing
presentation
next steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
Digital Transformation: 5 steps from Strategy to Execution
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
• Intake report, not for broad
distribution
• 1d client time
• SPOC + key people
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Concept
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
Deskwork Interviews Deskwork
Via desk research and targeted interviews we
create the basic strategic and tactical insights to
understand the customer, the market, the (digital)
challenges and opportunities.
The outcome is a detailed interview-document
that is not for broad distribution but captures the
key insights, fears, opportunities, … as
expressed by the people interviewed.
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
Digital Transformation: 5 steps from Strategy to Execution
• Digital Disruption
Inspiration document
• Impact Analysis
• Future scenarios +
Transformation Vision
• Transformation Strategy:
mission, people, process,
platform
• 3d client time
• Strategy Group
Workshop
Day 2
Deskwork
Workshop
Day 1
Workshop
Day 3
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Concept
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
During the first days of the strategy workshops, we work around the 3i
principle: Inspiration, Impact, Ideation.
The basis for the impact analysis is an extended slide deck with relevant
cases of digital disruption in the clients industry.
We give dozens of relevant disruptive examples, grouped by our 7
metaphors of disruption.
Digital Transformation: 5 steps from Strategy to Execution
• Digital Disruption
Inspiration document
• Impact Analysis
• Future scenarios +
Transformation Vision
• Transformation Strategy:
mission, people, process,
platform
• 3d client time
• Strategy Group
Workshop
Day 2
Deskwork
Workshop
Day 1
Workshop
Day 3
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Concept
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
Based in the discussion triggered by the examples, we perform an
impact analysis that is captured in a scorecard, visually showing the
current digital readiness of the company.
Digital Transformation: 5 steps from Strategy to Execution
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Concept
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
• Digital Disruption
Inspiration document
• Impact Analysis
• Future scenarios +
Transformation Vision
• Transformation Strategy:
mission, people, process,
platform
• 3d client time
• Strategy Group
Workshop
Day 2
Deskwork
Workshop
Day 1
Workshop
Day 3
The third outcome of this phase is a list of possible ideas
focussed around the 7 metaphors of disruption. These
ideas will be used later to map on the market problems.
Digital Transformation: 5 steps from Strategy to Execution
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Concept
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
• Digital Disruption
Inspiration document
• Impact Analysis
• Future scenarios +
Transformation Vision
• Transformation Strategy:
mission, people, process,
platform
• 3d client time
• Strategy Group
Workshop
Day 2
Deskwork
Workshop
Day 1
Workshop
Day 3
One part of the exercise is to capture the situation of the company:
internal culture, the ability to execute (resources, capabilities, …) and the
market situation.
Digital Transformation: 5 steps from Strategy to Execution
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Concept
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
• Digital Disruption
Inspiration document
• Impact Analysis
• Future scenarios +
Transformation Vision
• Transformation Strategy:
mission, people, process,
platform
• 3d client time
• Strategy Group
Workshop
Day 2
Deskwork
Workshop
Day 1
Workshop
Day 3
The last day in the exercise is used to create a
transformation vision and to translate this into a clearly
defined transformation strategy. This is done by means of
scenario planning, providing a description of 4 possible
futures.
Digital Transformation: 5 steps from Strategy to Execution
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Concept
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
• Digital Disruption
Inspiration document
• Impact Analysis
• Future scenarios +
Transformation Vision
• Transformation Strategy:
mission, people, process,
platform
• 3d client time
• Strategy Group
Workshop
Day 2
Deskwork
Workshop
Day 1
Workshop
Day 3
Based on the preferred future
(the transformation vision), a
transformation mission is
defined and translated into
strategic models, actions on
the level of people, process
and platform.
Digital Transformation: 5 steps from Strategy to Execution
• Roadmap of problems and
solutions
• Digital Agenda with high-
level architecture consisting
of prioritized building
blocks
• Programs and projects for
transformation
• 2d client time
• Concept Group
Workshop
Day 5
Deskwork
Workshop
Day 4
Deskwork
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy 4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
Digital Transformation: 5 steps from Strategy to Execution
Problem Thinking
Innovation,
the new way
“Houston, we have a
(great) problem”
We are not looking
for Great Ideas
We are looking for
Great Problems
(that need solving)
Great Problems are
rooted in strong
emotions
caring, comfort, convenience,
security, curiosity, greed, love,
ego, laziness, belonging, …
Great Problems need
Great Solutions
People are not looking for
products, services or
technology, they are looking
for solutions to their problems.
Great Solutions consist
of one or more
functions
They are facilitated by
relevant technology
They are delivered
through products
or services
Great Solutions have a clear
“Currency of Change”
These are the benefits that will
drive the adoption of this
innovative solutions.
What is the positive change, you
bring to the lives of people?
Is it big enough to change peoples
preference?
(financial) benefits, speed, convenience, belonging, …
Most current game changers are not based on
high-tech.
They are based on a better way to solve a basic
problem, using simple and relevant technology,
to actually improve peoples lives…
“I have a great idea: let’s
build a connected fridge!”
“OK, what problem(s)
would that solve?”
Fresh food, safety
Inspiration and help
Convenience (e-shopping)
“What solutions would
also solve the problem”?
A connected fridge
Food sensors (as you eat)
A daily personal butler
services for groceries
“Products we could
build”
Imagine a day at Samsung
Step 1: Define Stakeholders
Step 2: List Problems
Step 3: Prioritize Problems
Step 4: List Solutions
Step 5: Apply Transformation Funnel
Step 6: Write Digital Agenda
Step 7: Detail Key Programs
The Classics The Converted The Digital The Ruptured
(mentally) older generation that
will not go digital soon
no longer open to changes
brought by digital
they make you stretch the
traditional business as long as
possible
slowly getting involved with
digital and embracing it.
they expect the digital services
to be a translation of the
traditional services.
most of the digital investments
today are focused here, but this
is mainly fixing the basics
still knows the old business
models and logic, but that is
already adopting a new
behaviour and new business
models and services.
first adopters of entirely new
business models (cfr. Netflix,
Uber, …). Invest in this too
raised with new concepts, with
no recollection of the old
models
use a broad variety of business
models and technologies
digital natives, the children that
grow up with tablets, apps and
everything on-demand.
Traditional model
Traditional channels
Traditional models
Digital channels
New models
Digital channels
Everything new
Incumbents (you) Challengers (them)
Mapping the problems
Jobs
Gains
Pains
Negative emotions,
undesired situations, risks,
roadblocks.
Positive emotions,
improvements, benefits,
desires.
Responsibilities,
tasks, to do’s, work
Stakeholders
Value Proposition Canvas
Jobs
Gains
Pains
SolutionsProblems
Gain creators
Pain relievers
Products &
Services
Negative emotions,
undesired situations,
risks, roadblocks.
Positive emotions,
improvements,
benefits, desires.
Responsibilities,
tasks, to do’s,
work
Benefits of the
solution that make
stakeholders prefer it.
Features of the
solution that solve
the problems of
stakeholders.
The solutions to the
gains and pains.
The Options - what is ideal?
One solutions solves many
problems for multiple
stakeholders
One problem can be
solved with many solutions
One problem is solved by
a single solution
• Roadmap of problems and
solutions
• Digital Agenda with high-
level architecture consisting
of prioritized building
blocks
• Programs and projects for
transformation
• 2d client time
• Concept Group
Workshop
Day 5
Deskwork
Workshop
Day 4
Deskwork
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy 4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
The first step in the
definition of key
market problems
Next we map creative
ideas and solutions on
each of the key
problems. Only ideas
with good problems
behind will survive
Based on a strategy decision funnel, we then
define the key programs for the Digital Agenda.
These are both foundation and innovation
programs
Digital Transformation: 5 steps from Strategy to Execution
DIGITAL AGENDAUPGRADINGFOUNDATION
xxxxx / ECONOMY USER CONVENIENCE xxxxx xxxxx
CRM & data driven business
Transformation
Office
xxxxx Team (follow channel & product innovation + evolutions in society)
Legislation
& lobbying
program
Social
Media
Program
Content
- MKT
- CSR
- new players
Internal
community
inform, inspire,
engage
Ambassador
ship
program
Scout partners
for
utility
communities
business
development
PEOPLE-PROCESS-
PLATFORM
Manage
external
relationship
ONTOPINNOVATION
100% REDUCE
xxxxxx
COLLECT xxxxx xxxxx

AT SCHOOL
EDUCATE ON
xxxx xxxx
XXXX PLUS PROGRAM
Different XXXX
experiences
Activate real-world
communities
TRANSPORT FACILITIES
WITH DYNAMIC
DELIVERY
(B2B > retail > consumer)
Other packaging
formats
MARKETING
INTELLIGENCE
GROUP POWER
SOCIALIZED XXXX
SMART xxxxx
with retailers
IN-STORE
WEBSHOPPING
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy 4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
stepsA selection of 2 to 3 concrete
programs are more detailed in
a first business case based
on the selected modus
(corporate case or start-up
case). The case is high-level,
based on a digital-first setting,
and serves as a starting point
for further elaboration by the
client.
When needed, this can be
extended in order to dive
deeper into specific cases and
to define more cases
• High-level business cases
for 2-3 selected programs
• 2d client time
• Business Group
Workshop
Day 7
Deskwork
Workshop
Day 6
Digital Transformation: 5 steps from Strategy to Execution
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
1. Start
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
4. Business
Case
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy 4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
• Final report
• 0,5d client time
• Concept Group
Closing
presentation
next steps
Presentation of the
management summary
to the client key
stakeholders.
Discussion of the
possible next steps in
the transformation
process.
Digital Transformation: 5 steps from Strategy to Execution
• Intake report, not for broad
distribution
StepsDeliverables
• 1d client time
• SPOC + key people
Specs
• Digital Disruption
Inspiration document
• Impact Analysis
• Future scenarios +
Transformation Vision
• Transformation Strategy:
mission, people, process,
platform
• 3d client time
• Strategy Group
• Roadmap of problems and
solutions
• Digital Agenda with high-
level architecture consisting
of prioritized building
blocks
• Programs and projects for
transformation
• 2d client time
• Concept Group
• High-level business cases
for 2-3 selected programs
• 2d client time
• Business Group
• Final report
• 0,5d client time
• Concept Group
Deskwork Interviews
Workshop
Day 2
Deskwork
Workshop
Day 1
Deskwork
Workshop
Day 5
Deskwork
Workshop
Day 4
Workshop
Day 7
Deskwork
Workshop
Day 6
Workshop
Day 3
Deskwork Closing
presentation
next steps
1. Assessment
• Project organization
• Deskwork & Research
• Intake interviews
2. Strategy
• Workshops 1 & 2,

Inspiration, Impact & Ideas
• Workshops 3, 

Scenario Planning + Strategy
Development
3. Roadmap
• Workshops 4 & 5, 

Business Idea Development +
Digital Agenda
4. Business
Cases
• Workshops 6 & 7, 

Detailing of selected ideas/
projects in business cases
5. Debriefing
• Final session with key
stakeholders
• Discussion of possible next
steps
Digital Transformation: 5 steps from Strategy to Execution
Part 4
Create Digital Leadership
DIGITAL
LEADERSHIP &
CAPABILITIES ASSESS
TEAMS
TRAIN &
COACH
ROLL-OUT
DIGITAL OFFICE
RUN DIGITAL
OFFICE
TRANSFORMATION
STRATEGY
ROADMAP
CHANNEL
STRATEGY
POLICY &
GOVERNANCE
SET-UP AND
ROLL-OUT RUN
CUSTOMER
ENGAGEMENT
CHANNELS
PLATFORM
DESIGN
REQUIREMENTS
PARTNER
SELECTIONRFP
CREATION
LAUNCHDEVELOPMENT
BUSINESS/SERVICE/
PRODUCT DESIGN TRADITIONAL
BUSINESS MODEL
START-UP
BUSINESS MODEL
PROJECT
KICK-OFF
START-UP KICK-
OFF (FUNDING,
INCUBATION)
RUN PROGRAM/
DEVISION/…
RUN START-UP
(COACHING,
ADVICE)
START-UP
BUSINESS
TRADITIONAL
BUSINESS
TRANSFORMATION
STRATEGY
IMPACT
ANALYSIS
NORTH STAR
VISION OF
YOUR FUTURE
SCAN
MARKET TRENDS &
INTERNAL DIGITAL
READINESS
Your Market Your Company Your Leadership
Digital Leadership Assessment
The Age Test
Is this you?
Your Market
Your Company
Your Leadership
Digital Leadership Assessment
The Age Test
Guess who’s this
Digital Leadership Assessment
The 7x7 Test
Who’s an
(active) user?
CEO
Sales Mkt CIO COO HR CFO …
Facebook V X
Twitter X X
LinkedIn V V
Snapchat X X
Youtube V X
Smart-
phone
V V
Tablet V X
…
Pick 7 (or more)
relevant digital
activities
Score your leadership team
on active usage/
understanding
If a member doesn't score
at least 4 out of 7, he’s out.
In Out
If the majority of leadership
is out, the company is out
“If you can't understand the new
world of digital, fire yourself.
Build an executive team that is
digital-first (when problems arise,
the first solution is always digital).
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
So, where are you?
How digital is your
company?
Digital Leadership
The ideal situation
CEO
Ideally your
CEO is the
digital lead
CIO COO CbsOSalesMkt
The ideal situation
CEO
Ideally your
CEO is the
digital lead
Unfortunately
she/he is
probably not.
CIO COO CbsOSalesMkt
Is the CIO the
digital lead?
Is the CMO the
digital lead?
DIGITAL OFFICE
You need Digital Leadership, on all levels
CIO COO CbsOSalesMkt
CDO
Virtual Digital Leadership Team
Board of Directors
Shareholders
CEO
Vertical focus, based on
traditional technology,
platforms, processes
Transversal focus, based on business
models, agility, change, people, …
Vertical focus, based on
channels, media,
communication,
marketing, …
DIGITAL OFFICE
You need Digital Leadership, on all levels
CIO COO CbsOSalesMkt
CDO
Virtual Digital Leadership Team
Board of Directors
Shareholders
CEO
?
Transversal focus, based on business
models, agility, change, people, …
The CDO
• general manager with change management
skills
• Leadership
• P&L-driven
• Definition of strategy
• Execution of results
• Relationship-building and using
influence
• Demonstrating cultural sensitivity
• Knowledge of digital business models
• Experience with Transformation of products
and technology capabilities (from analog to
digital)
• Experience in developing new channels in a
fast and agile business way
• A real passion about (deep-)technology
• He’s in charge of the digital agenda,
wherever it happens: the Factory, the
Guesthouse or the Garage
Sales
Marketing&Communication
Service&Support
HR
(Digital)Technology
PR&ExternalCommun.
R&D&Enterprise2.0
Digital Business Models
Are you locked-up in your vertical silo’s or can you
create transversal business change?
Sales
Marketing&Communication
Service&Support
HR
DigitalTechnology
PR&ExternalCommun.
R&D&Enterprise2.0
Meet the CDOs
“Being a CDO is what a good CIO should always have been doing -
putting together business and technology in a way that helps business
take a leap forward”
Sean Cornwell, CDO of Travelex
CEO-CDOs
Atif
Rafiq,
CDO of :
Lubomira
Rochet,
CDO of :
Tanya
Cordrey,
CDO of :
Sean
Cornwell,
CDO of :
Ganesh
Bell,
CDO of :
Previously worked in Silicon
Valley at several businesses, from
start-ups, to IPO’s, to large
businesses.
CMO-CDOs
Dave Truzinski CIO of NII Holdings
(wireless service to Latin America).
In 2013, he was given the additional
title of Chief Digital Officer.
Richie Etwaru is IMS Health's chief
digital officer
“CTOs make companies cool, CIOs
make companies efficient”
Charlotte Svensson is currently CDO
and CIO at Bonnier News.
In previous years, Svensson held the
position of strategic coordinating
CIO at Bonnier News Sweden
JJ Van Oosten, the Belgian former
Tesco CIO, who helped the
supermarket chain introduce their
mobile platform, is now CDO at the
German online retailer REWE Group.
Benoit Fremaux, CIO & CDO of Fnac.
CIO-CDOs
Everyone is claiming this
key position…
10
HYPER
DISRUPTIVE
BUSINESS
MODELS
Subscription
Model
Freemium
Model
Free
Model
Market
Place
Access over
Ownership
Hyper MarketExperience
The
Pyramid
On
Demand
The
Ecosystem
HELLOFRESH DROPBOX
FACEBOOK
ALIBABA
ZIPCAR
ZALANDOTESLA
AMAZON
UBER
APPLE
Digital Transformation Fleet
?Are you the captain of a rigid
(sinking) ship
Are you the commander in chief of
a fleet that changes the world?
(no, this is NOT Captain Iglo, it’s Edward Smith from the Titanic)
FOR
Launchpad
Radar
Transformation Board
88
Transformation governance
Transformation governance
CDODigital Office
CEO
NL
FR
FINANCE OPERATIONS HR ITUK
COMEX
SCAN
ANALYSE
VALIDATE
PLAN
LAUNCH
MANAGE
EVALUATE
Digital
Board MINDSET
MEANS
MANDATE
Recurrent_AdHoc_
Program 1
Program 2
…
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Officer
BE
Sales Mkt Prod Fin HR•
Transformation governance
CDODigital Office
CEO
NL
FR
FINANCE OPERATIONS HR ITUK
COMEX
SCAN
ANALYSE
VALIDATE
PLAN
LAUNCH
MANAGE
EVALUATE
Digital
Board MINDSET
MEANS
MANDATE
Program 1
Program 2
…
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Officer
BE
Sales Mkt Prod Fin HR
CEO & COMEX
‣ Validate the digital
transformation strategy
‣ Approve the longterm means
& mandates
‣ Define longterm decision
cycles
‣ CDO is a member of the
COMEX
Recurrent_AdHoc_
•
Transformation governance
CDODigital Office
CEO
NL
FR
FINANCE OPERATIONS HR ITUK
COMEX
SCAN
ANALYSE
VALIDATE
PLAN
LAUNCH
MANAGE
EVALUATE
Digital
Board MINDSET
MEANS
MANDATE
Program 1
Program 2
…
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Officer
BE
Sales Mkt Prod Fin HR
Digital board
‣ Headed by the CDO
‣ CEO is DB member
‣ Develop the digital strategy to
be submitted to the COMEX
‣ Validate digital business cases
‣ approve and manage the short
term means & mandates
Recurrent_AdHoc_
•
Transformation governance
CDODigital Office
CEO
NL
FR
FINANCE OPERATIONS HR ITUK
COMEX
SCAN
ANALYSE
VALIDATE
PLAN
LAUNCH
MANAGE
EVALUATE
Digital
Board MINDSET
MEANS
MANDATE
Program 1
Program 2
…
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Officer
BE
Sales Mkt Prod Fin HR
Digital Office
‣ Headed by a Chief Digital
Officer
‣ Implement the decisions of
the digital board
‣ Organise the digital office
team
‣ Supervise the digital radar
team
‣ Supervise the digital analysts
‣ Supervise the regional or
divisional digital officers
Recurrent_AdHoc_
•
Transformation governance
CDODigital Office
CEO
NL
FR
FINANCE OPERATIONS HR ITUK
COMEX
SCAN
ANALYSE
VALIDATE
PLAN
LAUNCH
MANAGE
EVALUATE
Digital
Board MINDSET
MEANS
MANDATE
Program 1
Program 2
…
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Officer
BE
Sales Mkt Prod Fin HR
Digital Officers
‣ Run the digital agenda,
launch, manage and evaluate
digital business projects
(regional or divisional)
Recurrent_AdHoc_
•
Transformation governance
CDODigital Office
CEO
NL
FR
FINANCE OPERATIONS HR ITUK
COMEX
SCAN
ANALYSE
VALIDATE
PLAN
LAUNCH
MANAGE
EVALUATE
Digital
Board MINDSET
MEANS
MANDATE
Program 1
Program 2
…
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Lead
Digital
Officer
BE
Sales Mkt Prod Fin HR
Digital Leads
‣ Digital liaisons for coaching &
expertise
Recurrent_AdHoc_
•
Success factors of change
Case Courage
MINDSET
MEAN MANDATE
“license to win”
“license to operate” “license to change”
Capital
SCAN
Detect market, players & business models
ANALYSE

Analyse, prioritize, select & define cases
VALIDATE
Mindset - Means - Mandate + Case approval
PLAN
LAUNCH
MANAGE
EVALUATE
DIGITAL AGENDA
START-UPCORPORATE
CORPORATE
CORPORATE
CORPORATE
“Above the radar” “Below the radar”
DIGITAL OFFICE
DIGITAL BOARD
M
VP
MVP
START-UP
START-UP
START-UP
Finding the
right people
1 2
3
5
4
Find the internal gems
Recruit
Acqui-hire
1 2
3
5
4
Finding the
right people
Part 5
From Strategy to Building
DIGITAL
LEADERSHIP &
CAPABILITIES ASSESS
TEAMS
TRAIN &
COACH
ROLL-OUT
DIGITAL OFFICE
RUN DIGITAL
OFFICE
CHANNEL
STRATEGY
POLICY &
GOVERNANCE
SET-UP AND
ROLL-OUT RUN
CUSTOMER
ENGAGEMENT
CHANNELS
PLATFORM
DESIGN
REQUIREMENTS
PARTNER
SELECTIONRFP
CREATION
LAUNCHDEVELOPMENT
BUSINESS/SERVICE/
PRODUCT DESIGN TRADITIONAL
BUSINESS MODEL
START-UP
BUSINESS MODEL
PROJECT
KICK-OFF
START-UP KICK-
OFF (FUNDING,
INCUBATION)
RUN PROGRAM/
DEVISION/…
RUN START-UP
(COACHING,
ADVICE)
START-UP
BUSINESS
TRADITIONAL
BUSINESS
TRANSFORMATION
STRATEGY
ROADMAP
TRANSFORMATION
STRATEGY
IMPACT
ANALYSIS
NORTH STAR
VISION OF
YOUR FUTURE
SCAN
MARKET TRENDS &
INTERNAL DIGITAL
READINESS
UPGRADINGFOUNDATION
xxxxx / ECONOMY USER CONVENIENCE xxxxx xxxxx
CRM & data driven business
Transformation
Office
xxxxx Team (follow channel & product innovation + evolutions in society)
Legislation
& lobbying
program
Social
Media
Program
Content
- MKT
- CSR
- new players
Internal
community
inform, inspire,
engage
Ambassador
ship
program
Scout partners
for
utility
communities
business
development
PEOPLE-PROCESS-
PLATFORM
Manage
external
relationship
ONTOPINNOVATION
100% REDUCE
xxxxxx
COLLECT xxxxx xxxxx

AT SCHOOL
EDUCATE ON
xxxx xxxx
XXXX PLUS PROGRAM
Different XXXX
experiences
Activate real-world
communities
TRANSPORT FACILITIES
WITH DYNAMIC
DELIVERY
(B2B > retail > consumer)
Other packaging
formats
MARKETING
INTELLIGENCE
GROUP POWER
SOCIALIZED XXXX
SMART xxxxx
with retailers
IN-STORE
WEBSHOPPING
Remember this? But we can’t do everything, right?
Program (a solution
to a problem)
StrategyVision Mission does it contribute to 

our own strategy?
does it solve market
problems?
is there a
business case?
what brand/country
can claim it?
OUT
Internal External
E-XXXXX / ECONOMY
USER CONVENIENCE
XXXXX
XXXXX
who are the

stakeholders?
• …
• …
• …
• …
UPGRADINGFOUNDATION
xxxxx / ECONOMY USER CONVENIENCE xxxxx xxxxx
CRM & data driven business
Transformation
Office
xxxxx Team (follow channel & product innovation + evolutions in society)
Legislation
& lobbying
program
Social
Media
Program
Content
- MKT
- CSR
- new players
Internal
community
inform, inspire,
engage
Ambassador
ship
program
Scout partners
for
utility
communities
business
development
PEOPLE-PROCESS-
PLATFORM
Manage
external
relationship
ONTOPINNOVATION
100% REDUCE
xxxxxx
COLLECT xxxxx xxxxx

AT SCHOOL
EDUCATE ON
xxxx xxxx
XXXX PLUS PROGRAM
Different XXXX
experiences
Activate real-world
communities
TRANSPORT FACILITIES
WITH DYNAMIC
DELIVERY
(B2B > retail > consumer)
Other packaging
formats
MARKETING
INTELLIGENCE
GROUP POWER
SOCIALIZED XXXX
SMART xxxxx
with retailers
IN-STORE
WEBSHOPPING
The Digital Agenda is made of
Transformation Programs, not IT
projects…
Program
“in-store webshopping”
Screen selection
UX optimization
Back-end integration
Store WiFi
Transactional security
…
vs
All of the above + …
Sales strategy (long-tail, special
collections, …)
Program branding
(In-store) marketing
Staff training
Staff incentive programs, …
StrategyVision Mission
PROGRAM: POS Webscreens
What is the contribution we
make to achieving the
transformation strategy?
What is the problem 

we solve?
Limited shelf-space
Unhappy customer
…
Program Description:
Bring Webscreens in our stores
Internal External
What is the timing of the program?
3 months 6 months 1 year 2 years 3 yearsNow
Project list:
Screen selection
UX optimization
Back-end integration
Store WiFi
Transactional security
Sales strategy (long-tail,
special collections, …)
Program branding
(In-store) marketing
Staff training
Staff incentive programs, …
StrategyVision Mission
POS Webscreens / Screens, UX, back-end
CAPEX OPEX PROJECT OWNER: CIO
What is the timing of the project?
• IT
• web-partner
• logistics partner
• Marketing
• webshop
• crm
• beacons
• front-end technology
3 months 6 months 1 year 2 years 3 years
Stakeholders Involved Technology involved
Now
What is the contribution we
make to achieving the
transformation strategy?
What is the problem 

we solve?
Limited shelf-space
Unhappy customer
…
Internal External
StrategyVision Mission
Project
Staff incentives
Staff training
SalesPROJECT
Marketing&CommunicationPROJECT
Service&SupportPROJECT
HRPROJECT
(Digital)TechnologyPROJECT
PR&ExternalComm.PROJECT
JustanotherPROJECT
A Program
From Silo Projects to Integrated Programs
Sales
Marketing&Communication
Service&Support
HR
ASiloProject
PR&ExternalCommun.
R&D&Enterprise2.0
Part 6
Running the (new) business
BUSINESS/SERVICE/
PRODUCT DESIGN TRADITIONAL
BUSINESS MODEL
START-UP
BUSINESS MODEL
PROJECT
KICK-OFF
START-UP KICK-
OFF (FUNDING,
INCUBATION)
RUN PROGRAM/
DEVISION/…
RUN START-UP
(COACHING,
ADVICE)
START-UP
BUSINESS
TRADITIONAL
BUSINESS
TRANSFORMATION
STRATEGY
ROADMAP
DIGITAL
LEADERSHIP &
CAPABILITIES ASSESS
TEAMS
TRAIN &
COACH
CHANNEL
STRATEGY
POLICY &
GOVERNANCE
SET-UP AND
ROLL-OUT RUN
ROLL-OUT
DIGITAL OFFICE
RUN DIGITAL
OFFICE
CUSTOMER
ENGAGEMENT
CHANNELS
PLATFORM
DESIGN
REQUIREMENTS
PARTNER
SELECTIONRFP
CREATION
LAUNCHDEVELOPMENT
TRANSFORMATION
STRATEGY
IMPACT
ANALYSIS
NORTH STAR
VISION OF
YOUR FUTURE
SCAN
MARKET TRENDS &
INTERNAL DIGITAL
READINESS
Digital transformation masterclass june 2016
SCAN
Detect market, players & business models
ANALYSE

Analyse, prioritize, select & define cases
VALIDATE
Mindset - Means - Mandate + Case approval
PLAN
LAUNCH
MANAGE
EVALUATE
DIGITAL AGENDA
START-UPCORPORATE
CORPORATE
CORPORATE
CORPORATE
“Above the radar” “Below the radar”
DIGITAL OFFICE
DIGITAL BOARD
M
VP
MVP
START-UP
START-UP
START-UP
It’s no longer about digital, it’s about business
Corporate
(comm)
Strategy
Digital Strategy
Company
Strategy
Digital
World
From ... ... to
The Business
Digital (at
the sideline)
Digital in
the core
From ... ... to
The Business
Digital (at
the sideline)
The Business
Digital (at
the sideline)
... to
The Business
Digital (at
the sideline)
Digital in
the core
The Business
Digital (at
the sideline)
Digital in
the core
Digital in
the core
Digital in
the core
From ...
You’ll need
balance between your
traditional strengths and
real innovations
Traditional
revenue steams
new revenue
steams
Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
@jcaudron
1.
The customer always decides
@jcaudron
2.
All things you do
must start from a
superior
experience
@jcaudron
3.
From now on, you
are an agile and
flexible company
@jcaudron
4.
You live in a world of
uncertainty
@jcaudron
5.
Always play on the offense
instead of the defense
@jcaudron
6.
Don’t be afraid to cannibalize
your own business
@jcaudron
7.
Never, ever, disrespect
new or small players
Policy Shelter
Never, ever, disrespect new or small players
The customer always decides
All things you do must start from a superior experience
From now on, you are an agile and flexible company
You live in a world of uncertainty
Always play on the offense instead of the defense
Don’t be afraid to cannibalize your own business
How far away is this from YOUR reality and way-of-thinking?
It will determine your future as a CIO, CDO and even as potential CEO…
TRANSFORMATION
STRATEGY
ROADMAP
DIGITAL
LEADERSHIP &
CAPABILITIES ASSESS
TEAMS
TRAIN &
COACH
CHANNEL
STRATEGY
POLICY &
GOVERNANCE
SET-UP AND
ROLL-OUT RUN
ROLL-OUT
DIGITAL OFFICE
RUN DIGITAL
OFFICE
CUSTOMER
ENGAGEMENT
CHANNELS
PLATFORM
DESIGN
REQUIREMENTS
PARTNER
SELECTIONRFP
CREATION
LAUNCHDEVELOPMENT
BUSINESS/SERVICE/
PRODUCT DESIGN TRADITIONAL
BUSINESS MODEL
START-UP
BUSINESS MODEL
PROJECT
KICK-OFF
START-UP KICK-
OFF (FUNDING,
INCUBATION)
RUN PROGRAM/
DEVISION/…
RUN START-UP
(COACHING,
ADVICE)
START-UP
BUSINESS
TRADITIONAL
BUSINESS
TRANSFORMATION
STRATEGY
IMPACT
ANALYSIS
NORTH STAR
VISION OF
YOUR FUTURE
SCAN
MARKET TRENDS &
INTERNAL DIGITAL
READINESS
Start with clear
Transformation Strategy
Translate into actionable
programs
Develop Digital
Leadership and install/
operate teams. Change
culture throughout the
organization.
Build new digital customer engagement
channels. Have your staff embrace them.
Define and build/roll-out new
functions, services, products, platforms
Create the business (case) and run it where it belongs
Managing Digital
Transformation
Masterclass
March 2016
jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98

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Digital transformation masterclass june 2016

  • 2. Hi, I’m Jo Caudron Active in digital since 1993 Internet entrepreneur involved in 20+ start-ups. Founding Partner of Are you an active social media user? Do you embrace new technology? Do you get your kicks from new business models? Who are you?
  • 4. @jcaudron • we are a digital and innovative marketing consulting company • founded in 2009 as Dearmedia, now the nucleus of the Duval Union ecosystem • we work for large European clients • we have a strong vision on the impact of digital and act accordingly • we are advisors, writers, coaches and entrepreneurs Long term strategy Short term strategy Fixing the basics
  • 6. Digital Transformation is a complex and never-ending journey
  • 7. TRANSFORMATION STRATEGY ROADMAP DIGITAL LEADERSHIP & CAPABILITIES ASSESS TEAMS TRAIN & COACH CHANNEL STRATEGY POLICY & GOVERNANCE SET-UP AND ROLL-OUT RUN ROLL-OUT DIGITAL OFFICE RUN DIGITAL OFFICE CUSTOMER ENGAGEMENT CHANNELS PLATFORM DESIGN REQUIREMENTS PARTNER SELECTIONRFP CREATION LAUNCHDEVELOPMENT BUSINESS/SERVICE/ PRODUCT DESIGN TRADITIONAL BUSINESS MODEL START-UP BUSINESS MODEL PROJECT KICK-OFF START-UP KICK- OFF (FUNDING, INCUBATION) RUN PROGRAM/ DEVISION/… RUN START-UP (COACHING, ADVICE) START-UP BUSINESS TRADITIONAL BUSINESS TRANSFORMATION STRATEGY IMPACT ANALYSIS NORTH STAR VISION OF YOUR FUTURE SCAN MARKET TRENDS & INTERNAL DIGITAL READINESS
  • 8. • INSPIRATION • IMPACT ANALYSIS • IDEATION • TRANSFORMATION VISION • MISSION • STRATEGIC MODELS • TRANSFORMATION ROADMAP PEOPLE PROCESS PLATFORM TRANSFORMATION STRATEGY TRENDWATCHING STRATEGY • TREND HUB • START-UP DATABASE • QUALITATIVE STORIES • DIGITAL AGENDA PLANNING • ASSESSMENT • CONTAINMENT • DEVELOPMENT DIGITAL LEADERSHIP • TEAM SCOPING & DEFINITION • CDO SCOPING & REQUIREMENTS • ASSISTANCE IN RECRUITMENT INSTALL DIGITAL OFFICE • CDO AS A SERVICE • RUN DIGITAL OFFICE AD INTERIM • STAFF DIGITAL OFFICE AD INTERIM RUN DIGITAL OFFICE Capabilities & Leadership Solutions Customer Engagement Solutions• SOCIAL STRATEGY & POLICY • TRAINING COACHING • CONTENT MARKETING PRINCIPLES DEFINE CHANNELS • SOCIAL CHANNEL SET-UP • CONTENT MARKETING SET-UP • AMBASSADORSHIP SET-UP BUILD CHANNELS • SOCIAL MNGR AS A SERVICE • CONTENT MNGR AS A SERVICE • STAFF SOCIAL TEAM AD INTERIM • STAFF CONTENT TEAM AD INTERIM RUN CHANNELS Service, Product & Platform Design• STRATEGIC REQUIREMENTS • FUNCTIONAL REQUIREMENTS • SERVICE DESIGN • RFP PREPARATION DIGITAL • PARTNER/VENDOR SELECTION • DEVELOPMENT COACHING & GUIDANCE PARTNERS • PROJECT MANAGEMENT • PROGRAM MANAGEMENT PROJECTS & PROGRAMS OPERATIONDEPLOYMENT Business Guidance • BUSINESS MODEL DEFINITION • START-UP BOOTCAMPS BUSINESS • INCUBATION • INVESTMENT • VTC KICK-OFF START-UP • START-UP COACHING • BOARD ADVISORY • RUN VTC RUN START-UP THE BORING VERSION
  • 9. Part 1 Setting the stage, about Digital Transformation
  • 10. TRANSFORMATION STRATEGY ROADMAP DIGITAL LEADERSHIP & CAPABILITIES ASSESS TEAMS TRAIN & COACH CHANNEL STRATEGY POLICY & GOVERNANCE SET-UP AND ROLL-OUT RUN ROLL-OUT DIGITAL OFFICE RUN DIGITAL OFFICE CUSTOMER ENGAGEMENT CHANNELS PLATFORM DESIGN REQUIREMENTS PARTNER SELECTIONRFP CREATION LAUNCHDEVELOPMENT BUSINESS/SERVICE/ PRODUCT DESIGN TRADITIONAL BUSINESS MODEL START-UP BUSINESS MODEL PROJECT KICK-OFF START-UP KICK- OFF (FUNDING, INCUBATION) RUN PROGRAM/ DEVISION/… RUN START-UP (COACHING, ADVICE) START-UP BUSINESS TRADITIONAL BUSINESS TRANSFORMATION STRATEGY IMPACT ANALYSIS NORTH STAR VISION OF YOUR FUTURE SCAN MARKET TRENDS & INTERNAL DIGITAL READINESS
  • 11. Digital disruption is real. Expect a smack in the face…
  • 13. 100.000jobs in banking got lost in 2015, because of digital disruption (Antony Jenkins, the former CEO of Barclays)
  • 21. Digital Disruption is a story of… %
  • 22. This is NOT our story YOU THEM We are COMPLIANT! We are a TRUSTED partner! We have DECADES of experience! We are on SOCIAL MEDIA!
  • 23. THIS is our story: the substantial minority YOU THEM We are COMPLIANT! We are a TRUSTED partner! We have DECADES of experience! We are on SOCIAL MEDIA! But your app sucks I want experience Uhh..ok Cheaper AND better service? Hey this solves my problem! I don’t want to wait a week
  • 27. Putting things in a frame creates insights
  • 28. • What can we learn?
  • 29. Glass House Package Frog GatekeeperTraveller Participant Cyborg THE WHEEL OF CHANGE New experts and our peers decide what matters People participate, share and co-create their future Technology becomes part of everything we do The relationship with the market changes New experiences in product, service & packaging The position in the value chain changes Mobile gives access to everything, everywhere, every time
  • 33. Glass House Package Frog GatekeeperTraveller Participant Cyborg New experts and our peers decide what matters People participate, share and co-create their future Technology becomes part of everything we do The relationship with the market changes New experiences in product, service & packaging The position in the value chain changes Mobile gives access to everything, everywhere, every time Banking
  • 37. Glass House Package Frog GatekeeperTraveller Participant Cyborg Who’s next? New experts and our peers decide what matters People participate, share and co-create their future Technology becomes part of everything we do The relationship with the market changes New experiences in product, service & packaging The position in the value chain changes Mobile gives access to everything, everywhere, every time Client Product Channel CompetitionPlace Group Technology
  • 38. So, did this scare you or inspire you?
  • 39. Part 3 Creating a Digital Transformation Strategy
  • 40. TRANSFORMATION STRATEGY ROADMAP DIGITAL LEADERSHIP & CAPABILITIES ASSESS TEAMS TRAIN & COACH CHANNEL STRATEGY POLICY & GOVERNANCE SET-UP AND ROLL-OUT RUN ROLL-OUT DIGITAL OFFICE RUN DIGITAL OFFICE CUSTOMER ENGAGEMENT CHANNELS PLATFORM DESIGN REQUIREMENTS PARTNER SELECTIONRFP CREATION LAUNCHDEVELOPMENT BUSINESS/SERVICE/ PRODUCT DESIGN TRADITIONAL BUSINESS MODEL START-UP BUSINESS MODEL PROJECT KICK-OFF START-UP KICK- OFF (FUNDING, INCUBATION) RUN PROGRAM/ DEVISION/… RUN START-UP (COACHING, ADVICE) START-UP BUSINESS TRADITIONAL BUSINESS TRANSFORMATION STRATEGY IMPACT ANALYSIS NORTH STAR VISION OF YOUR FUTURE SCAN MARKET TRENDS & INTERNAL DIGITAL READINESS
  • 41. • Intake report, not for broad distribution StepsDeliverables • 1d client time • SPOC + key people Specs • Digital Disruption Inspiration document • Impact Analysis • Future scenarios + Transformation Vision • Transformation Strategy: mission, people, process, platform • 3d client time • Strategy Group • Roadmap of problems and solutions • Digital Agenda with high- level architecture consisting of prioritized building blocks • Programs and projects for transformation • 2d client time • Concept Group • High-level business cases for 2-3 selected programs • 2d client time • Business Group • Final report • 0,5d client time • Concept Group Deskwork Interviews Workshop Day 2 Deskwork Workshop Day 1 Deskwork Workshop Day 5 Deskwork Workshop Day 4 Workshop Day 7 Deskwork Workshop Day 6 Workshop Day 3 Deskwork Closing presentation next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps Digital Transformation: 5 steps from Strategy to Execution
  • 42. 1. Start • Project organization • Deskwork & Research • Intake interviews • Intake report, not for broad distribution • 1d client time • SPOC + key people 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Concept • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps Deskwork Interviews Deskwork Via desk research and targeted interviews we create the basic strategic and tactical insights to understand the customer, the market, the (digital) challenges and opportunities. The outcome is a detailed interview-document that is not for broad distribution but captures the key insights, fears, opportunities, … as expressed by the people interviewed. 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps Digital Transformation: 5 steps from Strategy to Execution
  • 43. • Digital Disruption Inspiration document • Impact Analysis • Future scenarios + Transformation Vision • Transformation Strategy: mission, people, process, platform • 3d client time • Strategy Group Workshop Day 2 Deskwork Workshop Day 1 Workshop Day 3 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Concept • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps During the first days of the strategy workshops, we work around the 3i principle: Inspiration, Impact, Ideation. The basis for the impact analysis is an extended slide deck with relevant cases of digital disruption in the clients industry. We give dozens of relevant disruptive examples, grouped by our 7 metaphors of disruption. Digital Transformation: 5 steps from Strategy to Execution
  • 44. • Digital Disruption Inspiration document • Impact Analysis • Future scenarios + Transformation Vision • Transformation Strategy: mission, people, process, platform • 3d client time • Strategy Group Workshop Day 2 Deskwork Workshop Day 1 Workshop Day 3 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Concept • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps Based in the discussion triggered by the examples, we perform an impact analysis that is captured in a scorecard, visually showing the current digital readiness of the company. Digital Transformation: 5 steps from Strategy to Execution
  • 45. 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Concept • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps • Digital Disruption Inspiration document • Impact Analysis • Future scenarios + Transformation Vision • Transformation Strategy: mission, people, process, platform • 3d client time • Strategy Group Workshop Day 2 Deskwork Workshop Day 1 Workshop Day 3 The third outcome of this phase is a list of possible ideas focussed around the 7 metaphors of disruption. These ideas will be used later to map on the market problems. Digital Transformation: 5 steps from Strategy to Execution
  • 46. 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Concept • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps • Digital Disruption Inspiration document • Impact Analysis • Future scenarios + Transformation Vision • Transformation Strategy: mission, people, process, platform • 3d client time • Strategy Group Workshop Day 2 Deskwork Workshop Day 1 Workshop Day 3 One part of the exercise is to capture the situation of the company: internal culture, the ability to execute (resources, capabilities, …) and the market situation. Digital Transformation: 5 steps from Strategy to Execution
  • 47. 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Concept • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps • Digital Disruption Inspiration document • Impact Analysis • Future scenarios + Transformation Vision • Transformation Strategy: mission, people, process, platform • 3d client time • Strategy Group Workshop Day 2 Deskwork Workshop Day 1 Workshop Day 3 The last day in the exercise is used to create a transformation vision and to translate this into a clearly defined transformation strategy. This is done by means of scenario planning, providing a description of 4 possible futures. Digital Transformation: 5 steps from Strategy to Execution
  • 48. 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Concept • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps • Digital Disruption Inspiration document • Impact Analysis • Future scenarios + Transformation Vision • Transformation Strategy: mission, people, process, platform • 3d client time • Strategy Group Workshop Day 2 Deskwork Workshop Day 1 Workshop Day 3 Based on the preferred future (the transformation vision), a transformation mission is defined and translated into strategic models, actions on the level of people, process and platform. Digital Transformation: 5 steps from Strategy to Execution
  • 49. • Roadmap of problems and solutions • Digital Agenda with high- level architecture consisting of prioritized building blocks • Programs and projects for transformation • 2d client time • Concept Group Workshop Day 5 Deskwork Workshop Day 4 Deskwork 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda Digital Transformation: 5 steps from Strategy to Execution
  • 51. Innovation, the new way “Houston, we have a (great) problem”
  • 52. We are not looking for Great Ideas
  • 53. We are looking for Great Problems (that need solving)
  • 54. Great Problems are rooted in strong emotions caring, comfort, convenience, security, curiosity, greed, love, ego, laziness, belonging, …
  • 55. Great Problems need Great Solutions People are not looking for products, services or technology, they are looking for solutions to their problems.
  • 56. Great Solutions consist of one or more functions They are facilitated by relevant technology They are delivered through products or services
  • 57. Great Solutions have a clear “Currency of Change” These are the benefits that will drive the adoption of this innovative solutions. What is the positive change, you bring to the lives of people? Is it big enough to change peoples preference? (financial) benefits, speed, convenience, belonging, …
  • 58. Most current game changers are not based on high-tech. They are based on a better way to solve a basic problem, using simple and relevant technology, to actually improve peoples lives…
  • 59. “I have a great idea: let’s build a connected fridge!” “OK, what problem(s) would that solve?” Fresh food, safety Inspiration and help Convenience (e-shopping) “What solutions would also solve the problem”? A connected fridge Food sensors (as you eat) A daily personal butler services for groceries “Products we could build” Imagine a day at Samsung
  • 60. Step 1: Define Stakeholders Step 2: List Problems Step 3: Prioritize Problems Step 4: List Solutions Step 5: Apply Transformation Funnel Step 6: Write Digital Agenda Step 7: Detail Key Programs
  • 61. The Classics The Converted The Digital The Ruptured (mentally) older generation that will not go digital soon no longer open to changes brought by digital they make you stretch the traditional business as long as possible slowly getting involved with digital and embracing it. they expect the digital services to be a translation of the traditional services. most of the digital investments today are focused here, but this is mainly fixing the basics still knows the old business models and logic, but that is already adopting a new behaviour and new business models and services. first adopters of entirely new business models (cfr. Netflix, Uber, …). Invest in this too raised with new concepts, with no recollection of the old models use a broad variety of business models and technologies digital natives, the children that grow up with tablets, apps and everything on-demand. Traditional model Traditional channels Traditional models Digital channels New models Digital channels Everything new Incumbents (you) Challengers (them)
  • 62. Mapping the problems Jobs Gains Pains Negative emotions, undesired situations, risks, roadblocks. Positive emotions, improvements, benefits, desires. Responsibilities, tasks, to do’s, work Stakeholders
  • 63. Value Proposition Canvas Jobs Gains Pains SolutionsProblems Gain creators Pain relievers Products & Services Negative emotions, undesired situations, risks, roadblocks. Positive emotions, improvements, benefits, desires. Responsibilities, tasks, to do’s, work Benefits of the solution that make stakeholders prefer it. Features of the solution that solve the problems of stakeholders. The solutions to the gains and pains.
  • 64. The Options - what is ideal? One solutions solves many problems for multiple stakeholders One problem can be solved with many solutions One problem is solved by a single solution
  • 65. • Roadmap of problems and solutions • Digital Agenda with high- level architecture consisting of prioritized building blocks • Programs and projects for transformation • 2d client time • Concept Group Workshop Day 5 Deskwork Workshop Day 4 Deskwork 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda The first step in the definition of key market problems Next we map creative ideas and solutions on each of the key problems. Only ideas with good problems behind will survive Based on a strategy decision funnel, we then define the key programs for the Digital Agenda. These are both foundation and innovation programs Digital Transformation: 5 steps from Strategy to Execution
  • 66. DIGITAL AGENDAUPGRADINGFOUNDATION xxxxx / ECONOMY USER CONVENIENCE xxxxx xxxxx CRM & data driven business Transformation Office xxxxx Team (follow channel & product innovation + evolutions in society) Legislation & lobbying program Social Media Program Content - MKT - CSR - new players Internal community inform, inspire, engage Ambassador ship program Scout partners for utility communities business development PEOPLE-PROCESS- PLATFORM Manage external relationship ONTOPINNOVATION 100% REDUCE xxxxxx COLLECT xxxxx xxxxx
 AT SCHOOL EDUCATE ON xxxx xxxx XXXX PLUS PROGRAM Different XXXX experiences Activate real-world communities TRANSPORT FACILITIES WITH DYNAMIC DELIVERY (B2B > retail > consumer) Other packaging formats MARKETING INTELLIGENCE GROUP POWER SOCIALIZED XXXX SMART xxxxx with retailers IN-STORE WEBSHOPPING
  • 67. 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next stepsA selection of 2 to 3 concrete programs are more detailed in a first business case based on the selected modus (corporate case or start-up case). The case is high-level, based on a digital-first setting, and serves as a starting point for further elaboration by the client. When needed, this can be extended in order to dive deeper into specific cases and to define more cases • High-level business cases for 2-3 selected programs • 2d client time • Business Group Workshop Day 7 Deskwork Workshop Day 6 Digital Transformation: 5 steps from Strategy to Execution
  • 68. 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 1. Start • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 4. Business Case • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps • Final report • 0,5d client time • Concept Group Closing presentation next steps Presentation of the management summary to the client key stakeholders. Discussion of the possible next steps in the transformation process. Digital Transformation: 5 steps from Strategy to Execution
  • 69. • Intake report, not for broad distribution StepsDeliverables • 1d client time • SPOC + key people Specs • Digital Disruption Inspiration document • Impact Analysis • Future scenarios + Transformation Vision • Transformation Strategy: mission, people, process, platform • 3d client time • Strategy Group • Roadmap of problems and solutions • Digital Agenda with high- level architecture consisting of prioritized building blocks • Programs and projects for transformation • 2d client time • Concept Group • High-level business cases for 2-3 selected programs • 2d client time • Business Group • Final report • 0,5d client time • Concept Group Deskwork Interviews Workshop Day 2 Deskwork Workshop Day 1 Deskwork Workshop Day 5 Deskwork Workshop Day 4 Workshop Day 7 Deskwork Workshop Day 6 Workshop Day 3 Deskwork Closing presentation next steps 1. Assessment • Project organization • Deskwork & Research • Intake interviews 2. Strategy • Workshops 1 & 2,
 Inspiration, Impact & Ideas • Workshops 3, 
 Scenario Planning + Strategy Development 3. Roadmap • Workshops 4 & 5, 
 Business Idea Development + Digital Agenda 4. Business Cases • Workshops 6 & 7, 
 Detailing of selected ideas/ projects in business cases 5. Debriefing • Final session with key stakeholders • Discussion of possible next steps Digital Transformation: 5 steps from Strategy to Execution
  • 70. Part 4 Create Digital Leadership
  • 71. DIGITAL LEADERSHIP & CAPABILITIES ASSESS TEAMS TRAIN & COACH ROLL-OUT DIGITAL OFFICE RUN DIGITAL OFFICE TRANSFORMATION STRATEGY ROADMAP CHANNEL STRATEGY POLICY & GOVERNANCE SET-UP AND ROLL-OUT RUN CUSTOMER ENGAGEMENT CHANNELS PLATFORM DESIGN REQUIREMENTS PARTNER SELECTIONRFP CREATION LAUNCHDEVELOPMENT BUSINESS/SERVICE/ PRODUCT DESIGN TRADITIONAL BUSINESS MODEL START-UP BUSINESS MODEL PROJECT KICK-OFF START-UP KICK- OFF (FUNDING, INCUBATION) RUN PROGRAM/ DEVISION/… RUN START-UP (COACHING, ADVICE) START-UP BUSINESS TRADITIONAL BUSINESS TRANSFORMATION STRATEGY IMPACT ANALYSIS NORTH STAR VISION OF YOUR FUTURE SCAN MARKET TRENDS & INTERNAL DIGITAL READINESS
  • 72. Your Market Your Company Your Leadership Digital Leadership Assessment The Age Test Is this you?
  • 73. Your Market Your Company Your Leadership Digital Leadership Assessment The Age Test Guess who’s this
  • 74. Digital Leadership Assessment The 7x7 Test Who’s an (active) user? CEO Sales Mkt CIO COO HR CFO … Facebook V X Twitter X X LinkedIn V V Snapchat X X Youtube V X Smart- phone V V Tablet V X … Pick 7 (or more) relevant digital activities Score your leadership team on active usage/ understanding If a member doesn't score at least 4 out of 7, he’s out. In Out If the majority of leadership is out, the company is out
  • 75. “If you can't understand the new world of digital, fire yourself. Build an executive team that is digital-first (when problems arise, the first solution is always digital). 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 So, where are you? How digital is your company? Digital Leadership
  • 76. The ideal situation CEO Ideally your CEO is the digital lead CIO COO CbsOSalesMkt
  • 77. The ideal situation CEO Ideally your CEO is the digital lead Unfortunately she/he is probably not. CIO COO CbsOSalesMkt Is the CIO the digital lead? Is the CMO the digital lead?
  • 78. DIGITAL OFFICE You need Digital Leadership, on all levels CIO COO CbsOSalesMkt CDO Virtual Digital Leadership Team Board of Directors Shareholders CEO Vertical focus, based on traditional technology, platforms, processes Transversal focus, based on business models, agility, change, people, … Vertical focus, based on channels, media, communication, marketing, …
  • 79. DIGITAL OFFICE You need Digital Leadership, on all levels CIO COO CbsOSalesMkt CDO Virtual Digital Leadership Team Board of Directors Shareholders CEO ? Transversal focus, based on business models, agility, change, people, … The CDO • general manager with change management skills • Leadership • P&L-driven • Definition of strategy • Execution of results • Relationship-building and using influence • Demonstrating cultural sensitivity • Knowledge of digital business models • Experience with Transformation of products and technology capabilities (from analog to digital) • Experience in developing new channels in a fast and agile business way • A real passion about (deep-)technology • He’s in charge of the digital agenda, wherever it happens: the Factory, the Guesthouse or the Garage
  • 80. Sales Marketing&Communication Service&Support HR (Digital)Technology PR&ExternalCommun. R&D&Enterprise2.0 Digital Business Models Are you locked-up in your vertical silo’s or can you create transversal business change? Sales Marketing&Communication Service&Support HR DigitalTechnology PR&ExternalCommun. R&D&Enterprise2.0
  • 81. Meet the CDOs “Being a CDO is what a good CIO should always have been doing - putting together business and technology in a way that helps business take a leap forward” Sean Cornwell, CDO of Travelex
  • 83. Atif Rafiq, CDO of : Lubomira Rochet, CDO of : Tanya Cordrey, CDO of : Sean Cornwell, CDO of : Ganesh Bell, CDO of : Previously worked in Silicon Valley at several businesses, from start-ups, to IPO’s, to large businesses. CMO-CDOs
  • 84. Dave Truzinski CIO of NII Holdings (wireless service to Latin America). In 2013, he was given the additional title of Chief Digital Officer. Richie Etwaru is IMS Health's chief digital officer “CTOs make companies cool, CIOs make companies efficient” Charlotte Svensson is currently CDO and CIO at Bonnier News. In previous years, Svensson held the position of strategic coordinating CIO at Bonnier News Sweden JJ Van Oosten, the Belgian former Tesco CIO, who helped the supermarket chain introduce their mobile platform, is now CDO at the German online retailer REWE Group. Benoit Fremaux, CIO & CDO of Fnac. CIO-CDOs
  • 85. Everyone is claiming this key position…
  • 87. Digital Transformation Fleet ?Are you the captain of a rigid (sinking) ship Are you the commander in chief of a fleet that changes the world? (no, this is NOT Captain Iglo, it’s Edward Smith from the Titanic)
  • 89. Transformation governance CDODigital Office CEO NL FR FINANCE OPERATIONS HR ITUK COMEX SCAN ANALYSE VALIDATE PLAN LAUNCH MANAGE EVALUATE Digital Board MINDSET MEANS MANDATE Recurrent_AdHoc_ Program 1 Program 2 … Digital Lead Digital Lead Digital Lead Digital Lead Digital Lead Digital Officer BE Sales Mkt Prod Fin HR•
  • 90. Transformation governance CDODigital Office CEO NL FR FINANCE OPERATIONS HR ITUK COMEX SCAN ANALYSE VALIDATE PLAN LAUNCH MANAGE EVALUATE Digital Board MINDSET MEANS MANDATE Program 1 Program 2 … Digital Lead Digital Lead Digital Lead Digital Lead Digital Lead Digital Officer BE Sales Mkt Prod Fin HR CEO & COMEX ‣ Validate the digital transformation strategy ‣ Approve the longterm means & mandates ‣ Define longterm decision cycles ‣ CDO is a member of the COMEX Recurrent_AdHoc_ •
  • 91. Transformation governance CDODigital Office CEO NL FR FINANCE OPERATIONS HR ITUK COMEX SCAN ANALYSE VALIDATE PLAN LAUNCH MANAGE EVALUATE Digital Board MINDSET MEANS MANDATE Program 1 Program 2 … Digital Lead Digital Lead Digital Lead Digital Lead Digital Lead Digital Officer BE Sales Mkt Prod Fin HR Digital board ‣ Headed by the CDO ‣ CEO is DB member ‣ Develop the digital strategy to be submitted to the COMEX ‣ Validate digital business cases ‣ approve and manage the short term means & mandates Recurrent_AdHoc_ •
  • 92. Transformation governance CDODigital Office CEO NL FR FINANCE OPERATIONS HR ITUK COMEX SCAN ANALYSE VALIDATE PLAN LAUNCH MANAGE EVALUATE Digital Board MINDSET MEANS MANDATE Program 1 Program 2 … Digital Lead Digital Lead Digital Lead Digital Lead Digital Lead Digital Officer BE Sales Mkt Prod Fin HR Digital Office ‣ Headed by a Chief Digital Officer ‣ Implement the decisions of the digital board ‣ Organise the digital office team ‣ Supervise the digital radar team ‣ Supervise the digital analysts ‣ Supervise the regional or divisional digital officers Recurrent_AdHoc_ •
  • 93. Transformation governance CDODigital Office CEO NL FR FINANCE OPERATIONS HR ITUK COMEX SCAN ANALYSE VALIDATE PLAN LAUNCH MANAGE EVALUATE Digital Board MINDSET MEANS MANDATE Program 1 Program 2 … Digital Lead Digital Lead Digital Lead Digital Lead Digital Lead Digital Officer BE Sales Mkt Prod Fin HR Digital Officers ‣ Run the digital agenda, launch, manage and evaluate digital business projects (regional or divisional) Recurrent_AdHoc_ •
  • 94. Transformation governance CDODigital Office CEO NL FR FINANCE OPERATIONS HR ITUK COMEX SCAN ANALYSE VALIDATE PLAN LAUNCH MANAGE EVALUATE Digital Board MINDSET MEANS MANDATE Program 1 Program 2 … Digital Lead Digital Lead Digital Lead Digital Lead Digital Lead Digital Officer BE Sales Mkt Prod Fin HR Digital Leads ‣ Digital liaisons for coaching & expertise Recurrent_AdHoc_ •
  • 95. Success factors of change Case Courage MINDSET MEAN MANDATE “license to win” “license to operate” “license to change” Capital
  • 96. SCAN Detect market, players & business models ANALYSE
 Analyse, prioritize, select & define cases VALIDATE Mindset - Means - Mandate + Case approval PLAN LAUNCH MANAGE EVALUATE DIGITAL AGENDA START-UPCORPORATE CORPORATE CORPORATE CORPORATE “Above the radar” “Below the radar” DIGITAL OFFICE DIGITAL BOARD M VP MVP START-UP START-UP START-UP
  • 98. Find the internal gems Recruit Acqui-hire 1 2 3 5 4 Finding the right people
  • 99. Part 5 From Strategy to Building
  • 100. DIGITAL LEADERSHIP & CAPABILITIES ASSESS TEAMS TRAIN & COACH ROLL-OUT DIGITAL OFFICE RUN DIGITAL OFFICE CHANNEL STRATEGY POLICY & GOVERNANCE SET-UP AND ROLL-OUT RUN CUSTOMER ENGAGEMENT CHANNELS PLATFORM DESIGN REQUIREMENTS PARTNER SELECTIONRFP CREATION LAUNCHDEVELOPMENT BUSINESS/SERVICE/ PRODUCT DESIGN TRADITIONAL BUSINESS MODEL START-UP BUSINESS MODEL PROJECT KICK-OFF START-UP KICK- OFF (FUNDING, INCUBATION) RUN PROGRAM/ DEVISION/… RUN START-UP (COACHING, ADVICE) START-UP BUSINESS TRADITIONAL BUSINESS TRANSFORMATION STRATEGY ROADMAP TRANSFORMATION STRATEGY IMPACT ANALYSIS NORTH STAR VISION OF YOUR FUTURE SCAN MARKET TRENDS & INTERNAL DIGITAL READINESS
  • 101. UPGRADINGFOUNDATION xxxxx / ECONOMY USER CONVENIENCE xxxxx xxxxx CRM & data driven business Transformation Office xxxxx Team (follow channel & product innovation + evolutions in society) Legislation & lobbying program Social Media Program Content - MKT - CSR - new players Internal community inform, inspire, engage Ambassador ship program Scout partners for utility communities business development PEOPLE-PROCESS- PLATFORM Manage external relationship ONTOPINNOVATION 100% REDUCE xxxxxx COLLECT xxxxx xxxxx
 AT SCHOOL EDUCATE ON xxxx xxxx XXXX PLUS PROGRAM Different XXXX experiences Activate real-world communities TRANSPORT FACILITIES WITH DYNAMIC DELIVERY (B2B > retail > consumer) Other packaging formats MARKETING INTELLIGENCE GROUP POWER SOCIALIZED XXXX SMART xxxxx with retailers IN-STORE WEBSHOPPING Remember this? But we can’t do everything, right?
  • 102. Program (a solution to a problem) StrategyVision Mission does it contribute to 
 our own strategy? does it solve market problems? is there a business case? what brand/country can claim it? OUT Internal External E-XXXXX / ECONOMY USER CONVENIENCE XXXXX XXXXX who are the
 stakeholders? • … • … • … • …
  • 103. UPGRADINGFOUNDATION xxxxx / ECONOMY USER CONVENIENCE xxxxx xxxxx CRM & data driven business Transformation Office xxxxx Team (follow channel & product innovation + evolutions in society) Legislation & lobbying program Social Media Program Content - MKT - CSR - new players Internal community inform, inspire, engage Ambassador ship program Scout partners for utility communities business development PEOPLE-PROCESS- PLATFORM Manage external relationship ONTOPINNOVATION 100% REDUCE xxxxxx COLLECT xxxxx xxxxx
 AT SCHOOL EDUCATE ON xxxx xxxx XXXX PLUS PROGRAM Different XXXX experiences Activate real-world communities TRANSPORT FACILITIES WITH DYNAMIC DELIVERY (B2B > retail > consumer) Other packaging formats MARKETING INTELLIGENCE GROUP POWER SOCIALIZED XXXX SMART xxxxx with retailers IN-STORE WEBSHOPPING
  • 104. The Digital Agenda is made of Transformation Programs, not IT projects… Program “in-store webshopping” Screen selection UX optimization Back-end integration Store WiFi Transactional security … vs All of the above + … Sales strategy (long-tail, special collections, …) Program branding (In-store) marketing Staff training Staff incentive programs, … StrategyVision Mission
  • 105. PROGRAM: POS Webscreens What is the contribution we make to achieving the transformation strategy? What is the problem 
 we solve? Limited shelf-space Unhappy customer … Program Description: Bring Webscreens in our stores Internal External What is the timing of the program? 3 months 6 months 1 year 2 years 3 yearsNow Project list: Screen selection UX optimization Back-end integration Store WiFi Transactional security Sales strategy (long-tail, special collections, …) Program branding (In-store) marketing Staff training Staff incentive programs, … StrategyVision Mission
  • 106. POS Webscreens / Screens, UX, back-end CAPEX OPEX PROJECT OWNER: CIO What is the timing of the project? • IT • web-partner • logistics partner • Marketing • webshop • crm • beacons • front-end technology 3 months 6 months 1 year 2 years 3 years Stakeholders Involved Technology involved Now What is the contribution we make to achieving the transformation strategy? What is the problem 
 we solve? Limited shelf-space Unhappy customer … Internal External StrategyVision Mission Project Staff incentives Staff training
  • 107. SalesPROJECT Marketing&CommunicationPROJECT Service&SupportPROJECT HRPROJECT (Digital)TechnologyPROJECT PR&ExternalComm.PROJECT JustanotherPROJECT A Program From Silo Projects to Integrated Programs Sales Marketing&Communication Service&Support HR ASiloProject PR&ExternalCommun. R&D&Enterprise2.0
  • 108. Part 6 Running the (new) business
  • 109. BUSINESS/SERVICE/ PRODUCT DESIGN TRADITIONAL BUSINESS MODEL START-UP BUSINESS MODEL PROJECT KICK-OFF START-UP KICK- OFF (FUNDING, INCUBATION) RUN PROGRAM/ DEVISION/… RUN START-UP (COACHING, ADVICE) START-UP BUSINESS TRADITIONAL BUSINESS TRANSFORMATION STRATEGY ROADMAP DIGITAL LEADERSHIP & CAPABILITIES ASSESS TEAMS TRAIN & COACH CHANNEL STRATEGY POLICY & GOVERNANCE SET-UP AND ROLL-OUT RUN ROLL-OUT DIGITAL OFFICE RUN DIGITAL OFFICE CUSTOMER ENGAGEMENT CHANNELS PLATFORM DESIGN REQUIREMENTS PARTNER SELECTIONRFP CREATION LAUNCHDEVELOPMENT TRANSFORMATION STRATEGY IMPACT ANALYSIS NORTH STAR VISION OF YOUR FUTURE SCAN MARKET TRENDS & INTERNAL DIGITAL READINESS
  • 111. SCAN Detect market, players & business models ANALYSE
 Analyse, prioritize, select & define cases VALIDATE Mindset - Means - Mandate + Case approval PLAN LAUNCH MANAGE EVALUATE DIGITAL AGENDA START-UPCORPORATE CORPORATE CORPORATE CORPORATE “Above the radar” “Below the radar” DIGITAL OFFICE DIGITAL BOARD M VP MVP START-UP START-UP START-UP
  • 112. It’s no longer about digital, it’s about business Corporate (comm) Strategy Digital Strategy Company Strategy Digital World
  • 113. From ... ... to The Business Digital (at the sideline) Digital in the core
  • 114. From ... ... to The Business Digital (at the sideline) The Business Digital (at the sideline)
  • 115. ... to The Business Digital (at the sideline) Digital in the core The Business Digital (at the sideline) Digital in the core Digital in the core Digital in the core From ...
  • 116. You’ll need balance between your traditional strengths and real innovations Traditional revenue steams new revenue steams
  • 117. Create your own Digital Transformation vision and plan1 Create Digital Leadership2 Innovate in the right place(s)3 Build the Transformation Fleet4 Change the culture5Sold in over 30 countries
  • 119. @jcaudron 2. All things you do must start from a superior experience
  • 120. @jcaudron 3. From now on, you are an agile and flexible company
  • 121. @jcaudron 4. You live in a world of uncertainty
  • 122. @jcaudron 5. Always play on the offense instead of the defense
  • 123. @jcaudron 6. Don’t be afraid to cannibalize your own business
  • 126. Never, ever, disrespect new or small players The customer always decides All things you do must start from a superior experience From now on, you are an agile and flexible company You live in a world of uncertainty Always play on the offense instead of the defense Don’t be afraid to cannibalize your own business How far away is this from YOUR reality and way-of-thinking? It will determine your future as a CIO, CDO and even as potential CEO…
  • 127. TRANSFORMATION STRATEGY ROADMAP DIGITAL LEADERSHIP & CAPABILITIES ASSESS TEAMS TRAIN & COACH CHANNEL STRATEGY POLICY & GOVERNANCE SET-UP AND ROLL-OUT RUN ROLL-OUT DIGITAL OFFICE RUN DIGITAL OFFICE CUSTOMER ENGAGEMENT CHANNELS PLATFORM DESIGN REQUIREMENTS PARTNER SELECTIONRFP CREATION LAUNCHDEVELOPMENT BUSINESS/SERVICE/ PRODUCT DESIGN TRADITIONAL BUSINESS MODEL START-UP BUSINESS MODEL PROJECT KICK-OFF START-UP KICK- OFF (FUNDING, INCUBATION) RUN PROGRAM/ DEVISION/… RUN START-UP (COACHING, ADVICE) START-UP BUSINESS TRADITIONAL BUSINESS TRANSFORMATION STRATEGY IMPACT ANALYSIS NORTH STAR VISION OF YOUR FUTURE SCAN MARKET TRENDS & INTERNAL DIGITAL READINESS Start with clear Transformation Strategy Translate into actionable programs Develop Digital Leadership and install/ operate teams. Change culture throughout the organization. Build new digital customer engagement channels. Have your staff embrace them. Define and build/roll-out new functions, services, products, platforms Create the business (case) and run it where it belongs