The Six Laws Of Digital Transformation

The Six Laws Of Digital Transformation
SHARE
THIS



The Forrester CX Marketing Summit has come and gone, and all that’s left are the little pearls of wisdom divulged by speakers. One of those speakers was the vice president of global strategy for Singapore Post, Timothy Lee, who spoke from experience in terms of fighting the digital fight and coming out on top.

“There’s a difference between optimisation and transformation,” he said. “Almost all industries are good at optimisation and almost none are good at transformation.”

“If you have an optimisation mindset you’re not going to think about how to transform the company over the long run.”

Lee has six laws to stick to when undergoing a digital transformation, citing Uber, Airbnb, and Facebook as brands who have nailed the shift.

Law #1: Grand Vision (with a quiet roadmap)

“If you’re going to go big, go really big. But when you climb that rock climb it quietly, don’t tell everyone about it,” Lee explained.

Xiaomi is a good example of this. They started with just smartphones, pierced into headphones, go-pros, routers, then went into things like water purifiers and air purifiers.

“What they’ve done is gone direct to the consumer, branded their own product, their own user interface, and now they are close to the customer and have found their grand vision without broadcasting it from day one. Consider how are you doing it in the long run and rather than shout about it, just build the best product quietly.”

Law #2: Move Upstream

This step was about redefining who you as a brand are serving, how you’re serving them and to what degree.

“In the ecommerce value chain, SingPost was just doing delivery 10 years ago, we were at the end of the food chain,” Lee said.

“We had a burning platform of urgency, it was declining and we needed to get out of that business and into a new one. We bought a tonne of warehouses so we could package those ecommerce parcels not just deliver them.

“Then we bought one of the best web platforms out of Silicon Valley, got a payment system, thought about customer service, started doing marketing.”

In the end, Lee explained, major global clients like Calvin Klein were even outsourcing their marketing, CRM and even online store operations to SingPost.

Law #3: Agile Iteration (by empowering your frontline)

Lee said if there’s one thing you need in the digital world, it’s a strong frontline for your customers, and that training should be at the top of the priority list of any brand.

“More direct feedback and communication from the frontline to the top can make sure a company works more seamlessly and faster to respond to customer feedback.”

Law #4: Complex Ecosystems

This guideline is all about knowing which market you sit in and understanding it fully, and this can be achieved through a unique path dependency.

“If you’re competing you need to think in terms of which ecosystem am I in, how do I learn?” Lee explained. “You need to be thinking in the right way and moving quickly in the right way.”

Law #5: Global Networks Effects

“Traditional industries don’t move as quickly as new technology like Facebook and Snapchat,” Lee said.

But going viral is still a big deal for a company, and Lee said you need to make your product “more like these” social media giants to get customers spreading messages about your brand to each other faster and becoming more widespread.

Law #6: Deep Subject Matter Expertise

“As former American Express CEO Harvey Golub said, ‘I am a T-shaped man’,” Lee said.

But what the hell does that mean? It means you need to hire people with both horizontal and vertical skills, he explained, who can look at challenges from not just an industry perspective, but across a broad range of spectrums.

“And when you find someone like that, don’t tell them what to do, unleash them,” Lee added. “We hire smart people so they can tell us what to do.”

“Digital transformation is all about thinking really big and taking huge risks.”

 

Please login with linkedin to comment

Latest News

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type
  • Advertising
  • Media

Study: TV Ads Outperform Facebook & YouTube For Sales Impact, Regardless Of Screen Type

New research from respected marketing science academic professor Karen Nelson-Field has uncovered new insights into how and why video advertising works for brands when viewed on mobile devices. The mobile edition of Nelson-Field’s ongoing Benchmark Series, commissioned by ThinkTV, makes a number of significant findings that are designed to help advertisers and their agencies get […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]