Fuel your business' transition into the digital age with this insightful and comprehensive resource

Digital Business Transformation: How Established Companies Sustain Competitive Advantage offers readers a framework for digital business transformation. Written by Nigel Vaz, the acclaimed CEO of Publicis Sapient, a global digital business transformation company, Digital Business Transformation delivers practical advice and approachable strategies to help businesses realize their digital potential.

Digital Business Transformation provides readers with examples of the challenges faced by global organizations and the strategies they used to overcome them. The book also includes discussions of:

• How to decide whether to defend, differentiate, or disrupt your organization to meet digital challenges
• How to deconstruct decision-making throughout all levels of your organization

• How to combine strategy, product, experience, engineering, and data to produce digital results

  Perfect for anyone in a leadership position in a modern organization, particularly those who find themselves responsible for transformation-related decisions, Digital Business Transformation delivers a message that begs to be heard by everyone who hopes to help their organization meet the challenges of a changing world.

  Autorentext

  NIGEL VAZ is CEO of Publicis Sapient, the digital business transformation company, and a member of the Executive Committee of Publicis Groupe. Named by Consulting Magazine as a Top 25 Global Leader, Vaz leads a 20,000-strong company that advises some of the world's largest businesses on their transformation initiatives. Publicis Sapient clients include British Gas, Carrefour, Goldman Sachs, Lufthansa, Marriott, McDonald's, National Institutes of Health, Nationwide, Nissan, T-Mobile, and Unilever. He is a regular commentator in broadcast and print media including the BBC, Bloomberg, CNBC, CNN, The Financial Times, and The Wall Street Journal, and is an inductee of the BIMA Digital Hall of Fame.

  Klappentext

  Fuel your business' transition into the digital age with this insightful and comprehensive resource Digital Business Transformation: How Established Companies Sustain Competitive Advantage offers readers a framework for digital business transformation. Written by Nigel Vaz, the acclaimed CEO of Publicis Sapient, a global digital business transformation company, Digital Business Transformation delivers practical advice and approachable strategies to help businesses realize their digital potential. Digital Business Transformation provides readers with examples of the challenges faced by global organizations and the strategies they used to overcome them. The book also includes discussions of: How to decide whether to defend, differentiate, or disrupt your organization to meet digital challenges How to deconstruct decision-making throughout all levels of your organization * How to combine strategy, product, experience, engineering, and data to produce digital results Perfect for anyone in a leadership position in a modern organization, particularly those who find themselves responsible for transformation-related decisions, Digital Business Transformation delivers a message that begs to be heard by everyone who hopes to help their organization meet the challenges of a changing world.

  Inhalt

  Preface xvii

  Section 1 Now 1

  1 The Death of Business as Usual 3

  It's All Change 3

  Truth, Knowledge, Vision 4

  Constant Beta 9

  Digital Assets and Liabilities 10

  Digital Business Transformation: Why It's More Than Just Technology 12

  2 The Four Forces of Connected Change 15

  Customer Behaviors 16

  Technological Change 18

  Business Models 23

  Societal Change 26

  3 What Is Slowing Down Established Businesses? Blocks, Brakes, and Behaviors 31

  Top-down Decision Making 33

  Organizational Silos 33

  Legacy Technology 36

  Short-termism 38

  Talent Shortages 38

  Values and Culture (and Purpose) 40

  "Not Invented Here" 41

  Section 2 Next 45

  4 Characteristics of a Digital Business 47

  The Inconvenient Truth 47

  Decoding What Digital Companies Do Well 49

  Decoding How They Do It 52

  5 The Big Hairy Audacious Goals (BHAGs) of Digital Business Transformation 57

  The Two BHAGs of Digital Business Transformation 58

  Goal 1: Developing the Muscle of Continuous Change (the PS How) 59

  Goal 2: Building the Capability to Identify and Realize Value (SPEED) 61

  6 Strategy 65

  Swarm Intelligence 65

  The Role of Strategy 66

  Anchor Strategy on Your Customer, Not Your Competition 67

  Determine "Where to Play" by Looking at Your Market Differently (the D-3 Model) 68

  "How to Win": View Your Transformation as a Portfolio of Moves 71

  Build "Your" Capabilities: The Partner Ecosystem 73

  Bringing Products to Market: The Elusive Product-Market Fit 75

  7 Product 77

  Operating in Constant Beta 77

  The Relentless Hunt for Value 79

  The Inconvenient Truths of Product 79

  The Forces of Change in Product 81

  Agile, Lean, and DevOps 82

  Banking Case Study: Transforming Product 85

  8 Experience 89

  Everything in Your Business Contributes to Your Customer Experience 89

  What Is Experience, Anyway? 90

  Orienting to the Customer 93

  Brand Is the Experience and Experience Is the Brand 95

  Data and Computation 100

  What Makes a Great Experience? LEAD (Light, Ethical, Accessible, Dataful) 104

  9 Engineering 107

  Technology as a Cost Center to Technology as a Value-driver 108

  Spaghetti Tech: The Layers of Enterprise IT 110

  Moore's Law 110

  Legacy Technology 111

  The Impact of Product and Rise of Engineering 112

  Technology and Engineering 114

  Architecture: Cloud 115

  Microservices 116

  Ways of Working: Agile, Lean, DevOps 118

  Engineers 119

  Automation 120

  It's All About the Talent 120

  10 Data 123

  Data as an Asset 125

  Getting Started with Data 126

  Utility: How Do You Get Useful Data on the Right Audience? 128

  Data Architecture: Is the Data in a Format and Structure That Are Accessible? 130

  Data Science and Artificial Intelligence 131

  Designing for Data: How Do You Design Your Products, Services, and Experiences to Collect Data? 133

  Ethics: How Does Becoming Data-led Impact Your Ethical Responsibility? 133

  11 Leading a Gryphon Organization 137

  Learning to Think Differently 138

  Characteristics of a Gryphon Organization 140

  Section 3 How 147

  12 Components of Successful Digital Business Transformations 149

  1. Always Remember the Ultimate Goals of Digital Business Transformations (the DBT BHAGs) 149

  2. Align the Team Around a Shared Vision 150

  3. Get C-level Buy-In 151

  4. Anchor in Outcomes 151

  5. Seize Your Quick Wins and Communicate 152

  6. Move Fast 153

  7. Be Thoughtful About Your Governance Choices 154

  8. Choose Partners Who Will Co-create and Are a Fit for Your Team 155

  9. Keep Your Teams Small and Cross-functional 156

  10. Consider New Approaches to Funding That Match the Way Projects Work 157

  13 What Transformation Journeys Actually Look Like 159

  They Are Never a Straight Line 159

  They Require Treating Digital as More than a Channel 161

  They Are Almost Always Driven by Uncertainty 163

  Without a Clear Vision, Functions Get Disconnected Fast 165

  The Many Paths to Transformation 166

  14 The Beginning 169

  Why There Is No "End" 169

  Where Do We Go from Here? 170

  What's in Your Digital Moat? 173

  What Are You Building? 173

  Everyday Superheroes 174

  Notes 177

  Acknowledgments 185

  Index 189