Digital Business Transformation: How Established Companies Sustain Competitive Advantage From Now to Next

ISBN-13: 9781119758679 / Angielski / Twarda / 2021 / 224 str.

Nigel Vaz

Spis treści

Preface xviiSection 1 Now 11 The Death of Business as Usual 3It's All Change 3Truth, Knowledge, Vision 4Constant Beta 9Digital Assets and Liabilities 10Digital Business Transformation: Why It's More Than Just Technology 122 The Four Forces of Connected Change 15Customer Behaviors 16Technological Change 18Business Models 23Societal Change 263 What Is Slowing Down Established Businesses? Blocks, Brakes, and Behaviors 31Top-down Decision Making 33Organizational Silos 33Legacy Technology 36Short-termism 38Talent Shortages 38Values and Culture (and Purpose) 40"Not Invented Here" 41Section 2 Next 454 Characteristics of a Digital Business 47The Inconvenient Truth 47Decoding What Digital Companies Do Well 49Decoding How They Do It 525 The Big Hairy Audacious Goals (BHAGs) of Digital Business Transformation 57The Two BHAGs of Digital Business Transformation 58Goal 1: Developing the Muscle of Continuous Change (the PS How) 59Goal 2: Building the Capability to Identify and Realize Value (SPEED) 616 Strategy 65Swarm Intelligence 65The Role of Strategy 66Anchor Strategy on Your Customer, Not Your Competition 67Determine "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 71Build "Your" Capabilities: The Partner Ecosystem 73Bringing Products to Market: The Elusive Product-Market Fit 757 Product 77Operating in Constant Beta 77The Relentless Hunt for Value 79The Inconvenient Truths of Product 79The Forces of Change in Product 81Agile, Lean, and DevOps 82Banking Case Study: Transforming Product 858 Experience 89Everything in Your Business Contributes to Your Customer Experience 89What Is Experience, Anyway? 90Orienting to the Customer 93Brand Is the Experience and Experience Is the Brand 95Data and Computation 100What Makes a Great Experience? LEAD (Light, Ethical, Accessible, Dataful) 1049 Engineering 107Technology as a Cost Center to Technology as a Value-driver 108Spaghetti Tech: The Layers of Enterprise IT 110Moore's Law 110Legacy Technology 111The Impact of Product and Rise of Engineering 112Technology and Engineering 114Architecture: Cloud 115Microservices 116Ways of Working: Agile, Lean, DevOps 118Engineers 119Automation 120It's All About the Talent 12010 Data 123Data as an Asset 125Getting Started with Data 126Utility: How Do You Get Useful Data on the Right Audience? 128Data Architecture: Is the Data in a Format and Structure That Are Accessible? 130Data Science and Artificial Intelligence 131Designing for Data: How Do You Design Your Products, Services, and Experiences to Collect Data? 133Ethics: How Does Becoming Data-led Impact Your Ethical Responsibility? 13311 Leading a Gryphon Organization 137Learning to Think Differently 138Characteristics of a Gryphon Organization 140Section 3 How 14712 Components of Successful Digital Business Transformations 1491. Always Remember the Ultimate Goals of Digital Business Transformations (the DBT BHAGs) 1492. Align the Team Around a Shared Vision 1503. Get C-level Buy-In 1514. Anchor in Outcomes 1515. Seize Your Quick Wins and Communicate 1526. Move Fast 1537. Be Thoughtful About Your Governance Choices 1548. Choose Partners Who Will Co-create and Are a Fit for Your Team 1559. Keep Your Teams Small and Cross-functional 15610. Consider New Approaches to Funding That Match the Way Projects Work 15713 What Transformation Journeys Actually Look Like 159They Are Never a Straight Line 159They Require Treating Digital as More than a Channel 161They Are Almost Always Driven by Uncertainty 163Without a Clear Vision, Functions Get Disconnected Fast 165The Many Paths to Transformation 16614 The Beginning 169Why There Is No "End" 169Where Do We Go from Here? 170What's in Your Digital Moat? 173What Are You Building? 173Everyday Superheroes 174Notes 177Acknowledgments 185Index 189

O autorze

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.