Send him the Seth Godin Nike example
- Digitization —> Digitalization
- The journey to digital transformation starts w/ digitization
- Digital transformation
- Clearly understand the job to be done
- “compliant w/ training vs. proficient w/ training”
- Intuitive design
- Does it understand me as a consumer of knowledge
- A soldier doesn’t have 2 hours to sit… so mobile vs civilian
- Look at your users along the spectrum from self-service through self-sufficiency
- Think of the JTD as incentivizing you to potentially adapt your JTD (Costco incentivizes getting you in the store)
Design thinking
- Empathy —> define —> ideate —> prototype —> test
- Empathy = JTD + human experience
- Define = what are we seeking to achieve
- Kate spade slide where the x axis is function vs. fashion.
- Rapid cycle design by scouring the internet
- If I’m trying to get someone to change, then
- At a minimum, make five categories of them at least
- Persona-based design thinking. Using 2x2s to create our personas
- What’s the actual differentiation? Not a handsome doctor on a billboard or a flex about tech. How does the world look from their perspective
- How will this person’s persona affect how they interpret this information and transformation
Just because you know the JTD doesn’t mean you know the value the user perceives or you will deliver. Where should/must/do you want to meet that person or encourage them to come to where you are? Ultimately, the user gets the vote.
(Digital) Leadership
- Have you checked your tire tread (John was showing me love)
- How do you see yourself? Honest about
- What does the world see you as? How to objectively assess and are you good at it?
- What does the team need from you?
Calendar time for reflection. Don’t derive value from busyness
Lincoln’s visual ability to put a problem in the center of the room and walk around it
“Paid time on” walk around; protect it like your health
Maslow and digital transformation. Start w/ the basics. Do the environmental analysis. Where are people (empathize first)
ADKAR Change Model
- Enablement through the engagement zone
- (1) Awareness > (2) Desire > (3) Knowledge > (4) Ability > (5) Reinforcement
- Can’t manufacture desire w/o the appropriate sequence
Stakeholder analysis: X = interest and Y = power. The think across the quadrants
- Destroy the paper… don’t let people see where they fall
- Go to his slide that makes the 2D into the 3D format
- Think abou tthe 3D of the incentives; how they’re multifaceted and prioritized
What are the books that make “600 lightbulbs” as lives tractable? So guys like Chip Heath and who else? Numeracy and how to make mental images of numbers, make them tangible. What are 20 examples broken out by the #, the thinker, and how they made the number tangible and human
Slogans an story telling must be believable. Story for life must be fulfilled (drive a tank)
Digital Transformation and culture
- Who is the thinker that Strategyzer guy who defined culture from Apple, Ben Thompson
- Edgar Schein culture definition
Adoption
- Tech maturity
- Valid business case
- Emotional readiness
“Michael come sit next to me” - Ford CEO example w/ Malcolm Gladwell. Culture as signals
Started serving w/ the staff at 6 AM;
Bill Gates vs. Steve Balmer vs. Staya (Know it all to Learn it all)
Nudge
- “thank you for paying your taxes last year… your taxes funded this (in your zip code)…btw 67% of neighbors have paid” 10% increased taxes
- Gratitude —> value —> shows you’re an outlier
- “Do you want greens…” “Broccoli or green beans”
- Opt-out vs. opt-in and the science of automatic and norms and defaults
When to use the wisdom of crowds and wood work?
Chad example: Don’t hae to attack the person head on. How to move the person on out of the role.
Brand & Marketing
- Seth Godin & Nike (brand vs. logo/icon)
- Idea about a brand is not absence of mistakes but how you overcome mistakes
His funny story and my self-deprecation (be self aware of what your brand is; you’re either building or destroying your brand) The scaling and matryoshka doll of brands