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A digital strategy articulates an organization’s approach to leveraging the capabilities of the Internet and the World Wide Web. A digital strategy has two facets: guiding principles and performance objectives.

• Guiding principles provide stakeholders with a streamlined, qualitative expression of your organization’s high-level digital business intent and values.

• Performance objectives quantitatively define what digital success means for an organization.

If your digital strategy is off target, then supporting policy, standards, and the process-related tactical machinations of your digital team will likely be off target as well. So when you are identifying who should establish digital strategy for your organization, it is especially important to include the right set of resources. That set should include the following:

• People who know how to analyze and evaluate the impact of digital in your marketspace.

• People who have the knowledge and ability to conceive an informed and visionary response to that impact.

• People who have the business expertise and authority to ensure that the digital vision is effectively implemented.

In most organizations, your digital strategy team will need to be a mix of executives and senior managers, business analysts, and your most senior digital experts. Luckily, identifying those resources is relatively easy. In fact, right now you could probably sit down and write down your “dream team” for establishing digital strategy. But that’s only half of the challenge. Often, the real digital strategy challenge is getting those resources to communicate and work together. The skill sets, experience, work styles, and business language of these two constituents can be very different, and the managerial distance between executives who mandate organizational change and digital experts who implement it can be great. In Chapter 3, “Digital Strategy: Aligning Expertise and Authority,” I will focus not only on selecting the right players for establishing digital strategy, but also on how to get that team aligned.

DO’S AND DON’TS

DO: Ensure that your digital strategy takes into account business considerations, as well as your organization’s culture toward digital. Not every organization needs to be a ground-breaking, digital go-getter.