Raise Your Expectations
"You've lost your muchness."
-The Mad Hatter, Alice in Wonderland
Leadership often doesn't expect great things to come from adopting and adapting digital technologies and practices, particularly as it pertains to marketing their services.
The Case for Raising Expectations
We've seen all sorts of reasons for indecision or reluctance to challenge the status quo:
- We don't recognize the potential of adopting digital technologies to transform how we interact with our customers.
- We think transformation is too hard and too costly.
- We don't believe the return justifies the costs.
- We simply procrastinate out of fear of the unknown.
But by failing to at least examine with a critical eye how you provide and communicate value to your customers, the types of experiences your customers are subjected to, and their resulting outcomes—you’re actually inviting uncertainty and disruption from external forces. Someone's eventually going to come along and do a better job.
You also fail to position yourself as an innovator and true partner in your clients' pursuit of success. As a strategic partner, you become weak through your own laziness and intellectual atrophy and eventually find yourself less able to compete with those who seem to welcome change and opportunities afforded by digital developments in the marketplace.
I’m pretty certain something in the back of your mind is telling you it’s not only possible but necessary to do more to harness this change. But how?
Looking Ahead to a New Vision
Digital transformation is change affected by digital technology; change which occurs at a rapid pace disrupting established ways of creating value, interacting socially and demanding a new way of thinking.
At Digett, we believe the only proven way to participate in and benefit from this phenomenon of digital transformation is through a process we call Proactive Self-Disruption.
Our goal as leaders should be to not only embrace disruption, but to lead our firms toward and through its creation. At Digett, we learn something daily about how to achieve self-disruption proactively. And it is through the philosophical lens of self-disruption that we partner with our clients to help them do the same.
Like you, we at Digett are in the business of helping our clients solve problems and gain competitive advantage. We focus on strategy, technology and processes related to achieving revenue growth. We ask questions like:
- How do our clients find and identify their prospects today, and how might they do it better?
- How might our clients best position themselves and their services among a sea of competition?
- What specific technologies and tactics are useful in overcoming challenges of getting a buyer's attention in a digitized world? A world in which our client’s buyers are already inundated with distractions from every angle?
Our framework serves as a mirror that helps Digett stick to our own brand of relentless self-disruption, and it also serves to guide us in every marketing engagement for our clients.
- 01 Know Thyself
- 02 Know Thy Customer
- 03 Map the Customer Journey
- 04 Optimize the Touchpoints
Raise Your Expectations
This is innovation at its best, and nobody ever said innovation is easy. Fortunately, firms can, and should, walk before they run, especially if they start now. Firms who procrastinate will face a crisis down the road that demands far more difficult change and more serious consequences, especially if the change demanded falls outside of the firm's existing capabilities.
Make no mistake, disruption is occurring at an unprecedented pace, and it will only gain velocity. Hiding from the change will save no one. If you're committed to staying in business, you will not have a choice about facing disruption. Your choice is whether you want to move toward it proactively—creating advantage—or sit still and become a victim of the tidal wave headed your way. Sounds cliché, but it's no time for business as usual.
Thanks to technology, never has there been a more exciting time to execute more effectively on your mission, to live your values and to contribute to the strengthening of our society. The speed of change may seem scary, but with it comes opportunity for those courageous enough to welcome and act on it.