If your are in business and not already thinking about digital transformation, you're losing. The fundamentals of business have changed and success now depends on how we see the world through the eyes of your clients and customers. It's not enough just to sell products, you have to connect and make an emotional impact so that you gel with customers. It's all becoming really human. To successfully sell and provide quality services we have to remember how to be human. It's something that we've forgotten and it will be an in-demand skill in the future. Those of us that are are good people people, who deploy empathy and compassion in our dealings with each other will win. It is not just the customer either. It's our employees. They want collaboration, they want to make an impact (somehow) and want to feel connected to the products they develop and sell in a way that transcends the money in their pocket. Digital transformation is supposedly all about making these changes a reality. And believe me, there were, and still are, a lot of companies and organisations out there that will always have trouble with that effort.
Digital transformation has always felt to me as something that existing organisations have to contend with. The term never really fit for me when discussing new small businesses and startups. They are not going through change, they are being born. So I like to use a slightly different term for them called "Digital Genesis". Before we look at Digital Genesis, we need to recap on what Digital Transformation is first.
Here are two descriptions of Digital Transformation I found that sum things up pretty neatly.
Digital transformation is the integration of digital technology into all areas of a business, fundamentally changing how you operate and deliver value to customers. It's also a cultural change that requires organisations to continually challenge the status quo, experiment, and get comfortable with failure
and this one that I would remove the "create new" from
Digital transformation is the process of using digital technologies to create new - or modify existing - business processes, culture, and customer experiences to meet changing business and market requirements. This rebuilding of business in the digital age is digital transformation
Both of these cover the same premise. An alternative or changing way of doing business to match the changing society and business landscape. It's a simple enough premise. The world has changed, people are changing and the old business models and way of conducting yourself while trying to sell to or serve the marketplace needs changing also. In the age of cloud computing and software and technology in general, this usually means modernisation of processes and platforms and a change in mindset within an organisation itself.
What is Digital Genesis then? Think of it as a process of building something from the ground up having learned from the pain points of Digital Transformation. Businesses and organisations growing up knowing how to build products for humans, run caring and safe workplace environments and using software and technology to its utmost so they can focus on the primary goal of serving clients and customers. Digital genesis, is being born in the cloud, being data aware, understanding the need for security but not at the sacrifice of collaboration. The best of all worlds. Organisations that can tick all these boxes has a great chance of survival. Notice how I said chance of survival. You can do everything correct and still fail. Digital genesis makes that easier too.
What does a practical application of digital genesis look like? Take for example the client service agency or consultancy setup. They will be 100% in the cloud, probably using cloud based email and messaging tools and have a meritocracy-driven organisational structure (a safe meritocracy is a completely different animal to a jousting one). This new-style organisation has evolved a bit however. So they have forgone the Wordpress based website and run their primary web application in the same cloud account as their email, availing of free monthly traffic as they ramp up the business. They've no scaling issues as the web application can autoscale up and down with traffic demand and they can even run A/B testing on their UIs by splitting traffic between two versions. As for their data, they have no issues there. It stays in the same cloud account also and they can access and repurpose that in any way that they choose with extra services they add to supplement the main web application and other internal services. Full flexibility, full control, security built-in and the ability to run that business from anywhere.
Digital Genesis then is being born in the cloud, evolving freely and never outgrowing your environment. It's keeping all data secure in a single place so that the business learns from itself instead allowing others to learn from it. It's also the ability to take a chance, build without fear and knowing that if failure does come knocking, it can be bundled up and repackaged , moved or assimilated into another venture or pivot. It's being quick on your feet, able to out-manoeuvre your competition, increasing your chances to win. And all this with a single web domain and credit card if you wish to keep it that simple. Digital genesis is the ability for anyone to call themselves David in the face of their Goliath
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