The balancing act of transformation – Digital Marketing & Digital Transformation

Posted on March 29, 2019

Design thinking takes the human vision / perspective into the center and helps to create product, services and experiences which are economically viable, technologically feasible and humanly desired.

Creating creativity and a common ground, design thinking follows a strict process which starts with empathize (understanding the customer) and ends up with a test and the implementation. In each step between we ask if have we reached the results of the step before.

Design thinking is a never ending “listening > understand > learn > predict” process which ends up in new or updated products and services. This guides us to the next model, the lean startup. The main goal is to bring the product or services as quick as possible to the market to get rapid customer feedback.

Lean startup is great for company founding as well as for building new products. Lean means building “Minimum Valuable Products” (MVPs) which are more a prototype. Their goal is to proof if the product can solve the original problem.

Co-Creation describes a management approach which let’s the company and customers collaborate to generate innovation and relevant products and services. It starts in the empathize phase of the design thinking process but can take place everywhere.

Coming to the how, we have different topics which reflects different levels of integration:

  • observation
  • survey
  • compliant management
  • communities
  • ideas competition
  • workshop (one-time or regular)
  • toolkit (e.g. Nike: Build your own sneaker)

Observation is a very important part. Through all the digital channels we ave a huge amount of data which let’s us gain a better understanding than through surveys and enables us to predict things

Co-Creation can go much further. These days more and more people take photos with their smartphone instead of a camera. This required Leica for example to look for a co-creation partner not to drop of the market and make sure people will still make high quality pictures (in Leica quality). They found such a partner with the smartphone producer Huawei.

Felt, there are 1000 approaches and models to do personal coaching which are descriped very often, so we don’t need a description here.
The most important things are three:

  • Having a “private” 1:1 field to discuss everything
  • Having someone outside the company who has
    • …an external view
    • …no influence in the company (so you can trust and be open)
  • Having someone to talk about fundamental things and the bigger picture to change yourself

Personal coaching needs time to build a relationship and trust which is most important because it needs to go on a very deep and personal level. We can do it a while, pause it and maybe get back to it later.

Like personal coaching there is much written about it. There is no real strict model / process to follow, it is more about having someone to tell things, someone who is listening.

A mentor is often someone internal who knows the company, the processes and the people. Someone who is available everyday. With a mentor you will discuss operational things and, on some level, you dig into the fundamental and personal level. This can go deep, but often this is not the goal and relationship.

If we start in a company it is helpful to sit together regularly. Later on it can be reduced and just take place from time to time if needed.

What we need are conductors. We need people who have the overview as well as the deep insight in many areas so that they can pull the strings and bring together the specialists who are doing the how in depth.

If we combine this acting with logic, authenticity and empathy we gain trust which gives the final boost.


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