The Digital Helix: Transforming Your Organization's DNA to Thrive in the Digital Age - Hardcover

Gale, Michael; Aarons, Chris

Hardcover

ISBN 10: 1626344647 ISBN 13: 9781626344648

Verlag: Greenleaf Book Group LLC, 2017

Inhaltsangabe

Wall Street Journal Bestseller

Thrive in the Digital Age
Digital transformations are everywhere: business to business, business to consumer, and even government to citizens. Digital transformation promises a bridge to a digital future, where organizations can thrive with more fluid business models and processes. Less than 20% of organizations are getting digital transformations right, but these digitally transformed organizations can deliver twice as fast as other organizations, cut OPEX by over 30%, and have seen a near-immediate doubling in brand value. The power to act faster and do it better than before sits at the heart of truly digitally transformed organizations.

In The Digital Helix, authors Michael Gale and Chris Aarons explain the specifics of digitally transforming your organization' from the role of the digital-explorer leader in using information to empower the organization to move better and faster to shifts in sales, marketing, communications and leadership, product development, and service and support. The Digital Helix is a practical guide to bringing all the key functions together and includes guidance on developing a digital culture from the ground up'making it part of your company's DNA'and the mindset tools needed to bring your organization into the digital-first age. Creating this digital-first DNA for your organization will allow you to not only embrace the digital age but thrive in it.

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Über die Autorin bzw. den Autor

Michael Gale founded Strategic Oxygen in 2001, which was widely seen as one of the technology industry's primary data toolset for marketers, used by over 20 brands and used to model over $4 billion in marketing and sales investments. The company was sold to Monitor Group, where he was a group partner from 2006 to 2010. In 2011, he became a partner at Pulsepoint Group, a digital consulting company, which was acquired by ICF in 2015. Michael has also served as chief web officer and GM at Micron Technology and was the vice president of Worldwide brand research at IntelliQuest. 

Chris Aarons has helped launch dozens of companies and products using a unique mix of digital, sales, and marketing strategies. At Pulsepoint Group, Chris helped leading organizations become digital in both their practice and delivery. In 2006, he launched one of the first social media departments at AMD and later wrote the book Social Media Judo: The Essential Guide to Mastering Social Media and Delivering Real Results. Chris also teaches digital marketing at the University of Texas at Austin and has won numerous awards for his digital programs while working for clients such as Adobe, Amazon, AMD, Cisco, Dell, HP, LG, Microsoft, Philips, and others.

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The Digital Helix

Transforming your Organization's DNA to Thrive in the Digital Age

By Michael Gale, Chris Aarons

Greenleaf Book Group Press

Copyright © 2017 Michael Gale and Chris Aarons
All rights reserved.

ISBN: 978-1-62634-464-8

Contents

Preface, 
Foreword, 
Introduction: Digital Transformation and the Digital Helix: A Primer, 
PART 1: THE NEW DIGITAL WORLD WE LIVE IN, 
Chapter 1: To Win with Digital, You Have to Understand the Past, 
Chapter 2: Tradition Is the Illusion of Permanence, 
PART 2: HOW DIGITAL THINKING CHANGES YOUR ACTIONS AND RESULTS, 
Chapter 3: Seven Drivers that Will Help You Escape the Old World, 
Chapter 4: The Tao of Getting Digital Done Right, 
Chapter 5: Diving Deep into the Seven Challenges to Digital Transformation, 
Chapter 6: Small Steps Equal Giant Leaps, 
PART 3: THE DIGITAL FRAMEWORK FOR SUCCESS, 
Chapter 7: The Digital Helix: in Summary, 
Chapter 8: Executives as Digital Helix Explorers, 
Chapter 9: Themes and Streams for Insights in the Digital Helix, 
Chapter 10: Customers Have Experiential Portfolios, 
Chapter 11: Marketing and Communications as a Flow, 
Chapter 12: Sales Are Connected Moments, 
Chapter 13: Everyone Together All the Time, 
Chapter 14: In the Moment and One Step Ahead Always, 
Chapter 15: Building Optimal Mindset and Culture, 
Chapter 16: Over The Horizon to a Brave New World, for Some of Us, 
Chapter 17: The Next Steps for You, 
Afterword, 
Acknowledgments, 
Notes, 
Index, 
About the Authors, 

CHAPTER 1

TO THRIVE WITH DIGITAL, YOU HAVE TO UNDERSTAND THE PAST AND LOOK TO THE FUTURE

"It is a paradoxical but profoundly true and important principle of life that the most likely way to reach a goal is to be aiming not at that goal itself but at some more ambitious goal beyond it."

— Arnold Toynbee

Though Toynbee made this revelation well over a century ago, this same sentiment could apply to how most executives view the opportunities in the age of digital transformation that we live in now. The nature of digital transformation is pervasive, with more than eight in ten executives focusing their organizations toward its promise. Yet, far fewer of them are able to define what the term "digital transformation" means. Maybe the same was true during the Industrial Revolution when humans tried to define what they were experiencing.

In reality, revolutions are often poorly understood until they touch many people or some defining model explains the what, the why, and most importantly, the how. There is significant evidence that many leaders are now trying to ramp up digital transformations in their organizations. In fact, the term "digital transformation" is now a common banner that organizational leaders stand beneath when trying to rally the troops or investors. Many times, their approach is little more than project-focused attempts at digital marketing, using technology to improve business outcomes, or changing an isolated ecosystem in an organization. You may be experiencing similar efforts in your own organization, with digital being touted to improve sales, marketing, customer retention, internal communications, real-time feedback, and more. These attempts are usually not true digital transformations. They are at best business improvements that fall far short of using digital to transform how your organization functions and of delivering future value to your customers.

"We're trying to be both digital on the outside as well as digital on the inside and focus our investments on what the member will experience. We're being very intentional about how we make the right investments to digitize our business, to drive a digital transformation that manages the benefit to both our members and our internal teams that support them. Our ability to deliver exceptional, differentiated, highly personalized experiences to our members will be as much about how digital we are on the back end as it is on what the members can see and do on the front end."

— Chris Cox, head, Digital Experience Delivery, USAA

Research, both ours and others', shows that the vast majority of organizations that are blazing ahead without a clear road map for success are experiencing suboptimal results from their investments as they go through their own digital transformation journeys. In fact, the basic challenges and the underlying assumptions about our businesses in this digital-first era are fundamentally changing. These changes are as profound as the Industrial Revolution that changed the world some 270 years ago. Like then, there will be a few Luddites who resist the shift. Those who choose not to move forward will ultimately fall by the wayside.

"In my professional experience, the most useful way of thinking about digital transformation is that the economics of digital technologies and platforms become the organizing principle around which business model and business process as well as value creation decisions get made."

— Michael Schrage, research fellow at MIT Sloan School's Initiative on the Digital Economy, oversees research on digital experimentation and network effects, and is author of The Innovator's Hypothesis

The speed of change, the volume of insights, and the capacity to disrupt market and organization economic models in a few moments are more extreme than at any time before. If Adam Smith, the father of economics and author of An Inquiry into the Nature and Causes of the Wealth of Nations, could observe the digital transformations we are undergoing now, one wonders how he would redefine the invisible hand of market dynamics. These dynamics are not just enabled through labor cost reduction but also by digital innovations that are transforming the way we listen, design, deliver, and interact with each other and our customers. Amazon Machine Learning, Omniture, and Salesforce are all living examples of digital transformation systems today.

If you think digital doesn't have the potential to change business, you have not been looking around. There are examples, both large and small, from all over the planet where digital revolutions are changing markets and opportunities. One of the best examples is a program in Uganda called AfriGal Tech, which is run by four young women who are trying to improve the process of diagnosing sickle cell anemia, an ailment that kills 80 percent of those afflicted with the disease before they reach the age of five. In most parts of the world, this disease is manageable, but in Uganda, too few hospitals (only three hundred for 37.8 million people within seventy-seven million square miles) and the prohibitive cost of testing make it deadly. By using cell phones with small and inexpensive cameras to diagnose the disease at the touch of a button, these young women have found an easy and cost-effective solution.

This example shows the power of the digital transformation we are living in. Not only does it change the way we think, act, and collaborate, but it will also intensify both opportunities and threats we will face from competitors. If four young women in Uganda can solve a deadly problem by using inexpensive digital technology, then digital transformation being done by small and large businesses across the globe surely can drastically change every facet of marketing, communications, sales, product development, and customer service in more ways than we can imagine.

Almost all the evidence and research we have seen and...

Details zur Ausgabe

• Verlag: Greenleaf Book Group LLC
• Erscheinungsdatum: 2017
• Sprache: Englisch
• ISBN 10: 1626344647
• ISBN 13: 9781626344648
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 264
• Kontakt zum Hersteller: Greenleaf Book Group; https://www.suntory.co.jp/beer/thepremiummalts/; ; 4005-B Banister Lane; Austin; TX; 78704; USA
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