Strategic Digital Transformation: A Results-Driven Approach
Edited by: Alex Fenton, Gordon Fletcher, Marie Griffiths, Aleksej Heinze, Ana Cruz
Publisher: Routledge
Review by Dee Blick FCIM
First impressions can be wrong impressions…
This book is everything you would expect from a book that students of the subject would, or rather, should, devour as part of their curriculum. A nice size, plenty of text on each page, a smorgasbord of further resources concluding each chapter. Written by five titans in the world of academia-meets-business, each one stacked with credentials as relevant to the subject matter they are covering as they are jaw-dropping.
However, I have a confession to make.
When I received this book from Routledge, my first thought was along the lines of: ‘It looks like a credible book for students, less so for me as a small business marketer. I suspect it leans too far into academia, but I’ve agreed to review it, so here goes.’ I was concerned it would be a slog to read; a book where you cannot skip blithely past pages galore and still deliver a half decent review.
I must also confess that Digital Transformation is not a subject in which I could claim any experience or expertise. However, I enjoy learning and pushing out of my comfort zone, so I decided to read everything it had to offer with an open mind.
Boy, am I glad I did!
What I discovered
Within a few pages, this book had me in its thrall, my mind racing with ideas and possibilities for my clients and the audiences I speak to. I embarked on a fascinating journey aided and abetted by the most beautifully written chapters, each one self-contained making it an ideal dip-in and dip-out book. The thing is, I really did dip in with only the beckoning of tired eyes at nightfall persuading me to dip out. I became a learner, fascinated by the content as it unfurled, each paragraph delivering up highly relevant and useful content.
Spurred on by this unexpected bounty, I began using the book as a source of inspiration and knowledge for my clients, particularly a new client I onboarded a few days after finishing it. Thanks to four pages of scribbled notes, copious highlights and many a bookmarked page, I was able to inform and inspire our session, talking about my client’s project management process (they provide IT services making them perfect guinea pigs!) Using the HINGE model from the book. we mapped their project process, effectively their alchemy or DNA. We spoke about interoperability, legacy systems, horizon scanning and digital maturity – all highly relevant concepts, that before reading this gem of a book I would have been woefully bereft in such matters.
And that brings me nicely on to my next and perhaps most important point.
It is too easy to skip past this book, thinking as I did, that it can only benefit students. Indeed, the layout which is synonymous with so many educational books does little to dispel that first impression. And yes it is great for students.
Move beyond this however and you will find a brilliant book, one that I consider to be essential reading for any business owner, any brand – whether looking to inch further into the digital spotlight towards the nirvana of digital maturity, or quite simply a business blinded by the digital headlights and unsure where to start. I also consider it essential reading for digital agency owners, PR agencies and marketers and will be suggesting it to a few. As for my professional body, The Chartered Institute of Marketing, I will be recommending it for all members.
If you have any involvement with a business whether as internal stakeholder, employee, student, or consultant, this book should be on your list of must reads. We simply cannot bury our heads in the sand when it comes to digital transformation or indeed, consciously opt out, thinking it too big a hill to climb. Get on board the digital bus because with this book you’re loading the dice in your favour.
Highly recommended, 5 stars.
Stand out chapters
Every chapter maintains a high level of quality – clear, focused, and straightforward, and they also include a helpful bullet point summary.
Choosing my favourite chapters felt as difficult as picking a favourite child, but for this review, three chapters really made their mark on me.
Chapter 1: Why do digital transformation
It does what it says on the label, filling you with a sense of urgency and enthusiasm that the digital road ahead is not so frightening if you can equip yourself with the right knowledge and understanding. I loved the explanation that digital transformation is as much about people as it is processes and the importance of bringing your people with you for the journey, as opposed to shunting new systems on to them without consultation or training.
Chapter 6: Managing the digital transformation of an organisation
As explained earlier, the HINGE model explained beautifully in this chapter was instrumental in a first session with my client and led to a real breakthrough in defining and documenting their processes for implementing digital change. We even developed a great acronym for it.
Chapter 8: Horizon Scanning
This made so much more sense than the ubiquitous SWOT analysis. Horizon Scanning is important for any business as an antidote to complacency. I was fascinated by the businesses used as case studies and their demise, simply because they became so preoccupied with the here and now, with protecting their traditional ways of operating, that they failed to see the changes, trends and customer behaviours that were looming on the horizon.
Oh, go on! Just sneaking in another chapter, Overcoming the legacy of processes, systems and people (chapter 14) was a cracker of a read and again, the knowledge I gleaned from this chapter put me and my client in pole position for success.
And for my next book review, something completely different: If Bears Did Leadership, Karl Wood.
About Dee Blick FCIM
Dee has just written her fifth marketing book, which debuted at No 1 in six categories on Amazon. With You’re the Best! How to Build an Authentic and Magnetic Personal Brand, Dee shows you step by step how you can move from The Seeker to The Sought After. You can contact her at dee@themarketinggym.org
