Читать книгу The Digital Transformation of Logistics - Группа авторов - Страница 37

Assuming that a company can get these foundations in place, leadership teams can then brainstorm on what they know or have learned about their companies' ability to adapt and look to hone their strategy on achieving more in an unpredictable world (Hagel and Brown 2018). The zoom out/zoom in approach to successfully navigating the waters of digital transformation explains how a company can explore not only the short‐term stakeholder‐driven targets but also the longer‐term survival needs of the company (Hagel and Brown 2018). Here are a few takeaways that can be applied:

Zoom Out

1 Take leadership to an outside event or company to open their eyes and give them a glance at the future.

2 Bring in outside parties to consult and advise as they will have a fresh outlook on the company's position on what it will need to be successful in the next 10–20 years.

3 Look at how the customer base is evolving and identify unmet needs. Work backward to figure out what internal resources could be leveraged to add the most value.

4 Define what the IT department's purpose and goals are in hopes of providing a unique value proposition that will protect the company from competitors.

Zoom In

1 Examine areas where business meets technology that would be crucial to the success of the zoom out initiative and earmark resources to grow this.

2 Pick one near‐term initiative that would bolster the company's core value proposition. Ideally, this would be in an area that would have a measurable ROI from improving operational efficiency or selling.

3 Eliminate poor‐performing initiatives to free up resources to fund the above two points.

Executives will inherently tend to stray from above zoom out initiatives as urgent issues arise in the micro‐ and macroeconomic environments that they live in (Hagel and Brown 2018). Figure 1.4 presents a set of digitalization goals based on a zoom out/zoom in approach.

This approach is just one of many strategies that could enable a company to understand all of the emerging technologies and then start their digitalization journey that will involve a change in customer experience, the acceleration of how they achieve their digital goals, and the best way to allocate their resources (McKinsey&Company 2018).