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Here’s the most important thing agenda leaders get right

Warren Knight
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Warren Knight

Before we go any further, I’ve said this before, but it’s the single most important thing I want you to understand, so I’m going to keep saying it.

Total acknowledged agenda transformation isn’t just about the technology. It’s about people. So by digitally transforming your business, you’re aiming to digitize every single touchpoint of the user experience.

In other words, it doesn’t matter how adult the tech is. If the user acquaintance isn’t right, the (probably considerable) advance you’ve made isn’t going to succeed. If your alignment is, and remains, focussed on operating a action rather than carrying an outcome, you’ll struggle. The great thing about agenda is that encourages you to focus on outcomes.

Companies that get digital transformation right, access it in a structured way that supports addition and values technology whilst never losing sight of their ultimate cardinal goal.

The simplest way to access this is by alpha with the three capital pillars of agenda administration architecture, bidding as a Venn diagram.

Digital Administration Architecture


These three capital areas leaders need to cover in digital transformation are all based on compassionate your most important goal: to create value larger than the amount of advance you are making.


Your first step is to amend your value proposition. How will agenda transformation make what your brand offers more about the customer?  


Do you have a clear annual of your community? Not just who they are but what they most want? How will agenda transformation allow you to ahead and meet their needs now – in one year, in five? Compassionate this takes chump insights. Your agenda transformation adventure must factor in developing the accommodation to be consistently afterlight and adding to the data you’re accession about your community; acceptance you to track, analyze, and accept what they want.


Understanding your association reveals what they want, and allows you to turn the way you look at your offer on its head. Instead of asking how you can advance your product, you need to be attractive at addition focussed on the catechism of how you can bear an aberrant chump experience.

Bring all of these elements calm and you have the basis for digitalizing every touchpoint of the user experience.

Let’s look at an example:

Babolat: abashing the lines amid concrete and digital

In 2013, when accustomed French tennis racquet brand Babolat wanted to brace their brand, they looked to technology to do it. But in a way that added real value to their hypothesis in the eyes of their customers. In fact, they had been planning the move for over a decade, but it took a while for the technology to catch up with the idea (lesson:digital transformation can be a long game, and just because you can’t do commodity right now doesn’t mean you should can the idea!).

Monitoring accessories for runners were acceptable pretty common, but options for tennis were non-existent. By packing technology (including an accelerometer, gyroscope and chip board) into the commonly hollow handle, Babolat enabled players to affix their Play Pure Drive racquet to the Babolat Play app on their smartphone or tablet, acceptance them to review their achievement data, upload and share stats and share advice across the Babolat community. Achievement ecology apps are pretty common these days, but back in 2013 this was a advocate development in tennis, making the Pure Drive the first racquet to cross over from artefact to service.

Previously racquet technology was all focussed on the artefact – strength, weight, power, control. But there was no direct way for a player to assess how their claimed address interacted with all that clever, avant-garde kit. What Babolat’s innovation did was affix the player and the racquet, enabling the racquet itself to become part-tennis coach. And it was no gimmick. Even after the tech, the kit is declared as a austere racquet, whether affiliated or not.

But beware. It’s not all good news. The second part of the Babolat lesson is that you have to stay on top of your game, too. Look up the app in AppStore today and you’ll find a series of abrogating reviews about recent upgrades to the app, advertisement bugs, crashes, synching issues and lack of chump service. The racquet may be world-leading, but if the interface lets down the chump experience, the brand’s acceptability suffers.

It’s not enough just to innovate. Let’s remind ourselves of the crossover areas in the Venn diagram we looked at:

  • Delivering a customer axial approach;
  • Digital accord and chump insight; and
  • Innovation focussed on the experience, not the product

Without accomplishing these, you won’t accomplish the Holy Grail in the middle: acknowledged digitalization of EVERY touchpoint of the user experience.

Which brings us nicely to the second half of this article.

The capital competencies of a acknowledged agenda leader

As a leader of agenda transformation you will need to advance or access a number of core strengths. And if you are acquainted that any of these lie alfresco your key skills portfolio, you’ll need to ensure that you build a team that complements your own strengths and fills any gaps.

Creating value

Remember, beforehand we articular that your most important goal was to create value above the level (ideally WAY above) of the advance you are making (and asking others to make) in agenda transformation. You’ve got to be able to bear on the bottom line.

Creating value means being customer-focused, but also demands an adeptness to antithesis addition with adventurousness in order to bear results.

As a leader, you need to accept the customer, their problems and how to solve them. To gain greater insight, you have to be able to claiming assumptions and adduce not just new solutions, but new ways of attractive at the problem. And you need to be able to encourage and motivate your teams to do the same.

Executing strategy

As a acknowledged leader, you’ll be a abiding thinker, able to craft, acquaint and assassinate a action focused on aggressive goals. You’ll need to be a team architect able to acquaint the vision and action and manage your own accountability as well as ensuring your team becomes amenable and answerable for their own roles in the transformation process.

You’ll need to be able to acutely define and clear mission, vision, values goals and action and set the administration of travel, with specific targets and key milestones.

You’ll be a adeptness sharer, able to work across boundaries and accommodate analytical acknowledgment at all levels.

Your vision will be what enables you to craft strategies which add the capital value, as well as motivating, mobilising and allegorical your team through the action of transformation.

Leadership talents

As leader in a transformation action there are assertive key attributes that will be basal to you. These can be abstruse and developed, but it’s important to admit that the alleged ‘soft’ skills are a vital aspect of transformation management, as these are analytical to creating and active a highly motivated, affianced and enabled team.

Learning by doing, arch by archetype and developing a strong apprenticeship style will all enhance your digital leadership abilities. You’ll invest time in developing your own strengths and talents, but also ensure that your business adeptness supports advance in people’s skills across the board.

In arch by example, the high standards you set for anybody on your team will be akin or exceeded only by the standards you set for yourself; and in acquirements by doing you will authenticate to your teams the value that you place on developing new competencies.

You will need a 18-carat desire to get the best out of anybody on the team, whilst being able to alarmingly appraise achievement and hold individuals to annual as and when necessary.

You’ll need to be able to be absolutely honest with yourself and your administration team when it comes to anecdotic skills gaps and assessing whether training and development within the team can fills those gaps, or whether you need to recruit new talent. Whichever it is, you’ll need to have the analytical skills to assess progress.

It used to be the case that ‘digital’ was a specific team within an organization.  But as Elizabeth Fagan, Marketing Director Health and Beauty, International Brands, Alliance Boots points out in Deloitte’s report ‘Building your agenda DNA’, “There used to be a agenda team but more now it’s blotchy through the organization. We have tried to embed agenda talent across teams.”

As a acknowledged leader in agenda transformation, it will be capital that you are able to admit the need to see agenda as a core part of your brand’s DNA, build a team that supports this vision, and put the chump acquaintance at the centre of the business.

Appear September 9, 2020 — 08:29 UTC

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