Contents
Chapter 1 The Essence of Digital
Industrial Revolution Similarities
How Digital Revolutionizes Business
Digital Breaks Down Business Silos
Digital Gives Customers (A Loud) Voice
Digital Enables Big Bang Disruption
Chapter 2 The Difference Between Reactive and Transformative Digital
Historical Reactive Digital Failures
Defining Transformative Digital
Traits Of Transformative Companies
Traditional Companies That Are Transforming
Chapter 3 Why Traditional Companies Are Failing at Digital
Business Reasons Companies Fail at Digital
Not Capitalizing on Unique Differentiators
Having Digital Tactics without Digital Vision
Comparing Oneself to Competitors Only and Not Best Practices
Lack of Focus on Ongoing Customer and Client Engagement versus Just Sales
Marketplace Reasons Companies Fail at Digital
Customer Base Has Become More Digitally Sophisticated That Perceived
Lack of Focus on Creating Streamlined Intuitive Customer Experience
Lack of Understanding of How Digital Has Changed Desire for Ownership versus Sharing Economy
Lack of Ability to Quickly Adapt to Trends
Organizational Reasons Companies Fail at Digital
No Digital Leader with Decision Autonomy, Direct Budget, or P&L Responsibility
C-Suite and Leadership Not Involved in Company’s Digital Strategy
Digital Team Is Too Top Heavy or Bottom Heavy
Digital Not Embedded in Corporate Culture
Trying to Do Everything 100 Percent In-House or Outsourced
They Settle on the Wrong People in Key Digital Team Roles
Operational Reasons Companies Fail at Digital
Reliance on Traditional Heavy Processes and Reluctance to Lightweight Processes
Lack of Enterprise-Wide Digital Spend Oversight
Digital Is Controlled within Silos
Technology Reasons Companies Fail at Digital
Legacy Infrastructure Is the Excuse for Not Transforming
Lack of Internal Use of Social Collaboration Capabilities
Chapter 4 Unlocking Business Opportunity in Digital Trends
Reasons to Monitor Digital Trends
Better Understand Constituent Behavior
Maximize Your Digital Maturity
Practical Steps to Put Digital Trends to Use
Consumer Behaviors Driving Trends
Environmental Drivers Influencing Trends
Identify What Matters to Your Company
Identify Your Customer or Constituent Personas
Identify the Digital Touchpoints Your Customers Most Connect with You Through
Identify Trend-Related Research and Data Sources
Set a Recurring Trend Analyzation Process
Quantify Trend Opportunities to Prioritize Where to Focus
Chapter 5 Benchmarking Your Digital Capabilities and Maturity
The Layers of Digital Capabilities
Anchor to a Digital Maturity Scale
Benchmark Best Practices, Not Just Competitors
Focus on Capabilities You Need to Win in
Repeat the Benchmark Regularly
Chapter 6 Envisioning Your Digital Strategy
A New Model to Understand Your Audience
Put a Digital Lens on Your Customer Segments
Align Users’ Needs and Business Goals
Your Journey Map and Your User Base
Identifying/Defining Use Cases
Defining Enterprise Digital Strategy
The Importance of Visualizing Strategy
Visual Stories Pack More Details into Easily Digested and Sharable Information
How to Bring Your Strategy to Life Quicker
Build Responsive HTML Prototypes
Digital Demands Dynamic, Not Static Planning
Let Analytics Drive Your Strategy
Chapter 7 Roadmapping Your Digital Transformation
Objectives of a Digital Roadmap
A Digital Roadmap Is Easily Accessible
A Digital Roadmap Is Aligned to Business and Technology Roadmaps
A Digital Roadmap Is Easy to Understand
Components of a Digital Roadmap
Initiatives Are Organized by Release Dates
Initiatives Are Grouped by Categories
Initiative Costs Are Represented
Initiative Complexity Is Represented
Initiative Impact Is Represented
Prioritization of Initiatives and Features Is Represented
Technology Represented as Enabling Business Capabilities
Chapter 8 Organizational Capabilities to Drive Digital Transformation
Choose the Right Digital Organization Model
Decentralized Digital Resources
Establish a Digital Center of Excellence
Appoint A Chief Digital Officer
Choosing the Right Candidate for CDO
Sharing Responsibilities with Similar Executive Roles
Define Standard Digital Team Roles
Build Digital Talent and Culture
Leveraging Global Talent Remotely
Compete for the Right Digital Talent
Establishing a Digital First Culture
Containing the Impact of Digital Resistors
Implement Enterprise-Wide Digital Governance Processes
Digital Roadmap Prioritization
Chapter 9 Why Agile Transformation Is Critical to Achieving Digital Transformation
Agile Benefits Over Traditional Methodologies
Agile Gives Your Company/Team Real feedback from Real People in Real Time
Faster Time to Market with Greater Predictability
Agile Produces a Better Quality
Agile Gives You Early ROI and Early Risk Reduction
Leverage Common Agile Concepts
ScrumMaster or Project Manager
Epilogue Examples of Digital Trends Accelerating the Digital Revolution