The Digital Frontier: How Consumer Companies Can Create Massive Value Through Digital Transformation

Description

Discover how to move forward with your own company’s digital transformation with this accessible new resource from a global leader in his field  In The Digital Frontier, experienced executive and distinguished author Ajay Sohoni delivers a relatable and readable reference for corporate executives who need the knowledge and confidence to build lasting digital change within their enterprise. From marketing to commercial, supply chain, and finance, the book offers actionable insights in an accessible format, full of anecdotes, humor, and case examples. You’ll learn which areas to focus on and which not to worry about as you craft your own custom transformation journey. In the book, you’ll also find: A demystification of the startup world for executives and an explanation of why unicorns exist (and so often ultimately fail) A detailed description of the digital transformation gripping companies across a variety of industries in functional areas including advertising, engagement, commerce, product development, manufacturing, and corporate functions A simplified 4-stage framework for companies to start from scratch and build valuable use cases  Perfect for executives in consumer-facing companies, corporate managers and leaders, business unit heads and management teams, The Digital Frontier is also an indispensable guide for digital non-natives trying to make sense of, and keep up with, the rapidly changing world around them. Cover Title Page Copyright Contents Why I Wrote This Book and Why You Should Read It Acknowledgments Chapter 1 Setting the Context Let There Be Value Creation We need to stop pretending Value creation is at the root of it all Enter the capitalists with too much money Startups are built mostly for investors, sometimes for consumers So, what exactly do you do? The Technology That Powers It Accuracy and accessibility of geospatial intelligence Total availability and commoditization of personal devices Artificial intelligence and machine learning Automated content creation and rendering Implants and sensors 5G and connectivity Efficiency and modularity in software development Personal data privacy and security Blockchain and distributed ledger Robotics and 3D printing The Key Consumer Trends of The Next Decade The changing shape of households The changing personal financial situation A growing sense of responsibility An acceptable form of homelessness Accepting defeat in the war on privacy Plurality of thought and habits Value of experience and appetite for complexity Overwhelming availability, choice and transparency Changing attitudes to education and employment Social media for life reference and for self‐actualization Stepping Back Before Diving In Oh my God, this is already too much. Where do I start? The six frontiers of change in the consumer goods and services sector This is going to be absurd, but in a good way Notes Chapter 2 How Companies Reach Consumers Future of Out‐of‐Home Media Odin books a holiday Understanding the evolution of out‐of‐home media Three practical things you should do now Future of TV Advertising Chick‐fil‐A at Bhindi‐Bazaar Understanding the evolution of TV advertising Three practical things you should do now A New Kind of Personal Device Jaden shorts a Merlot Understanding the evolution of personal devices Three practical things you should do now A New Way of Building Ad Creatives Nuno celebrates his 10‐yr anniversary Understanding the evolution of Ad creatives Three practical things you should do now Notes Chapter 3 How Companies Engage with Consumers Harnessing Your Consumer Base Bart adds a few years to his life Understanding how to build a consumer database Three practical things you should do now The Future of Loyalty Programs Because Odin pledged allegiance to The Syndicate Understanding modern‐day loyalty programs Three practical things you should do now Providing Additional Value Through Digital Products Wahad makes a Jjajjangmyeon Understanding how companies build digital products Three practical things you should do now Engaging Through the Intangibles Jaden's daily facial care ritual Understanding engagement through intangibles Three practical things you should do now Notes Chapter 4 How Consumers Transact The Future of at Home e‐Commerce Nuno prepares for fight night Understanding the evolution of at home e-commerce Three practical things you should do now The Future of On‐the‐Go Commerce Bart's day out in New York Understanding the evolution of on‐the‐go commerce Three practical things you should do now The Future of Browse Purchases Odin celebrates singles tag Key elements of the evolution Three practical things you should do now The Future of Consultation Wahad's big weekend of fixing stuff Key elements of the evolution Three practical things you should do now Note Chapter 5 How Companies Create Products and Brands The Future of Consumer Research The latte that Jaden made Understanding the evolution of consumer research Three practical things you should do now Future of Personalization Nuno likes everything Nuno style Understanding the evolution towards personalization Three practical things you should do now Continued Relevance of Brands Bart's second love Understanding the evolution of brands Three practical things you should do now The Future Localized Franchise Odin supports his community Understanding the evolution from being centralized to being distributed Three practical things you should do now Notes Chapter 6 How Companies Manufacture and Distribute Products The Factory of the Future Wahad's slow cooker gets put together Understanding the evolution in manufacturing Three practical things you should do now Future Logistics Jaden's unmanned Duvel Understanding the evolution Three practical things you should do now Digitization of the Route to Market Nuno's weekend of sin Key elements of the evolution Three practical things you should do now The Circular Economy of the Future Bart loves being the Hulk Understanding the evolution in the circular economy Three practical things you should do now Notes Chapter 7 How Companies Work Together The Future of Finance The life of Odin the CFO Key elements of the evolution Three practical things you should do now The Future of Employment Wahad and Wahida's walk through life Understanding the evolution in education and employment Three practical things you should do now The Future of Leadership Jaden the “Conductor” Understanding the evolution in leadership Three practical things you should do now The Future of Government Nuno joins a movement and Bart pays a parking fine Understanding some of the evolution in Government services Notes Chapter 8 Making the Transformation Happen Achtung! Sports analogy coming The 33 Framework – Nine Steps to Build and Execute a Digital Transformation Why 33 EPIC 1 – IMAGINE Your Digital Future Sprint 1 – Define your CURRENCY and ambition of value Sprint 2 – Explore your own digital FRONTIERS Sprint 3 – Prioritize the available VALUE POOLS EPIC 2 – BUILD Your Transformation Unit Sprint 4 – Blueprint your PLATFORM idea(s) Sprint 5 – Recruit your transformation TEAM Sprint 6 – Setup your transformation ENTITY EPIC 3 – OPERATE the Digital Transformation Sprint 7 – RESOURCE the entity appropriately Sprint 8 – RUN the platform everyday Sprint 9 – REFRESH the platform every year Epilogue Index EULA