These questions will help you to gauge what type of journey your business is on. Is it simply a new website, digital update or training project? Is it actually a business transformation leveraging digital, or are you truly ready to start your Digital Evolution?
See if you can answer the questions below and feel free to get in touch to explore in more depth with our digital strategists (you can read more on Digital Evolution here).
What is digital to you?
The first thing you need to establish is what digital means to your business. For some people digital is all things related to the website and social media, whilst others focus more on IT and infrastructure. Having a common and consistent understanding of what digital means (and encompasses) to your organisation will ensure that everybody is driven towards the same end goal.
Is your team bought into change?
Any Digital Transformation, or better Digital Evolution, process requires buy-in from all levels for success. From the top down, your leaders need to be invested in blazing the trail and welcoming in change as a positive course of action. Whilst, from the bottom up, your whole team (whether tasked with specific ‘digital’ responsibilities or not) need to understand the value of this change and be willing to collaborate for success.
You need to ignite a passion for digital excellence, creating a supportive digital ecosystem that not only allows for change but maintains a constant flexibility to adapt to the ever-evolving digital landscape. In order to do so, you need to understand what benefits your team perceive from such change and cater to them.
Does your organisation have a long-term outlook?
If it’s instant gratification you want, then this process is not for you. Your organisation needs to appreciate the bigger picture and whilst, yes, there will be some quick wins, much activity is part of a longer-term roadmap to success.
It’s critical to remember that success is not an end goal, but rather an ongoing state that needs to be nurtured.
Can your business and your people multi-task?
In order to start your Digital Evolution, you will need to be prepared to undergo multiple actions at once. Simply integrating a new back-end system, developing a new website or increasing your budget for PPC is not a Digital Transformation or indeed Digital Evolution, it is just one project or upgrade.
A true Digital Evolution revolutionises the way you operate both internally and externally. Not only do the tools and processes change, but the people and skills, as well as the value created.
What business model do you operate under?
Traditionally businesses embrace models that focus on driving efficiencies, have a hierarchical structure and are based on legacy systems. In order to put digital at your core, you need to transition into a new way of working. At the heart of this new business model is people and collaboration, with a willingness to fail fast, adapt and learn.
Are your people digitally able?
When it comes to digital, people are often assigned responsibilities with no formal training or evaluation. This means that they have to learn on the job or, more gravely, your digital output is not up to scratch. On the surface, many of your team may claim to have high computer literacy and an advanced understanding of digital, but scratch below and you’ll discover that this self-assessment may not be overly accurate (as it is based on what is 'known' to them). Outside of this group, you’ll likely find a group of individuals who are keen to engage more with digital but don’t have the support, knowledge or confidence to do so.
The organisational impact of digital is often overlooked and this is nearly always the biggest point of failure. You can’t simply slot your existing team and roles into a new digitally-centric model. In order to embrace true Digital Evolution you must be prepared to invest in your people – upskilling, restructuring and recruiting into key digital roles. Remember, that your people drive your success.
What does success look like?
As with all business planning, you need to have a clear understanding of what constitutes success for your organisation. Only then can you measure when this is achieved.
Notably, success needs to be measured across all your assets not just financial returns, focusing on your ability to achieve change, implement new tools and, perhaps most importantly, support the progression of your people. All of these contribute to the value of your organisation and output.
By understanding success, you can then back-engineer your key performance indicators. These then need to be built into your Digital Roadmap, with regular checkpoints and reviews in place.
Do you have leaders who can affect change?
Leadership helps to drive all business success. You need to have the right leaders, with the power to make changes and the confidence to make tough decisions.
It’s likely that the easy choice will be the wrong choice. So remember that you are only as strong as your weakest link. If your people are not willing to be key players in this new digital ecosystem, you will not be able to progress.
Sometimes fresh perspective is needed to drive a fresh start.
So, do you think you're ready to start your Digital Evolution?