#1 Envision the digital future for your organization
Many digital transformation initiatives fail to capture all of the value available to them because their vision is not transformative. Only the top of the company can create a compelling vision of the future and communicate it throughout the organization. Successful digital transformation does not occur bottom up. The true value of transformation often comes from seeing value across silos and then helping everyone else see that value.
Successful digital transformation comes from envisioning new ways that digital technology improves performance and customer satisfaction, not just trying to find a use for the new technologies. Many companies that are doing experiments in mobile marketing, social media, or analytics find that they can be quickly stymied by organizational boundaries or by culture issues. Often the problems arise through vision focused on technology rather than different ways of operating. More often they are limited by a vision that is incremental instead of transformative.
Start with an overarching vision of the «why» and the «what», not the «how» — «customer experience transformation» rather than «mobile marketing» or «social media». Then support the message through consistent communication. Each specific element of the transformation can then be placed in a context of the broader vision. This will also highlight when issues such as a single customer profile or a coordinated messaging approach may be important in reaching the vision.
Another element of the vision is the relationship between new and existing businesses which may collide with launching new businesses, digitally improving existing businesses or creating an overarching vision for a transformed company.
Over the next weeks, we’ll share our thoughts on how to close this gap between designing and delivering a strategy that works and why to invest big in digital initiatives and skills.