Birgit Gjøl Nielsen: Leadership challenges in digital projects
Transcript of Birgit Gjøl Nielsen: Leadership challenges in digital projects
Strategic Leadership – Digital Medias
J. Boye Conference – November 4th 2015
Birgit Gjøl Nielsen, DGI, Marketing and Communication Executive
1,5 million members
Sports association where 6.300 local sports clubs are organized
106.000 volunteers – leaders, trainers and instructors
Focus on ‘sports for all’ (in contrast to elite sports)
Non-profit
DGI in short
Research shows:
Companies that excel in digital leadership and build digital capabilities are 26% more profitable than their industry peers
Successful digital transformation starts at the top of the company
Why focus on digital leadership
Source: Leading Digital, George Westerman, Didier
Bonnet, Andrew McAfee
Leadership: Figuring out where to go and to enlist the people and groups necessary to get there
Management: Figuring out how to get there – and the ability to plan, organize and coordinate
Difference between leadership and management
Leadership vs management
The leader The manager
Develops Maintains
Focuses on people Focuses on systems and structure
Inspires trust Relies on control
Has a long-range perspective Has a short-range view
Asks what and why Asks how and when
Has eye on the horizon Has eye on the bottom line
Originates Imitates
Challenges the status quo Accepts the status quo
Is his or her own person Is the classic good soldier
Does the right thing Does things right
Inspired by: “The Wall Street Journal Guide to Management” by Alan Murray
Digital strategy is all about the user experience
Customer-centric digital strategy
User needs
Business needs
User experience
One user journey = one brand experience
How the user journey and the brand experience has changed on dgi.dk
Previously:
A fragmented user journey – a multiple brand experience
Today:
One user journey = one brand experience
Customer-centric digital strategy
RelevantBla BlaBla Bla
What we want to say
What they want to hear
Zzz ZzzZzz Zzz
The primary strategy
X
X
X
X
X
X
X
X
X
X
The digital strategy
#1 Lighthouse
#2 Lighthouse
#3 Lighthouse
#4 Lighthouse20
15
20
16
20
17
X
The vision
Identifying the sports practioners target groups:
Typology 1
The community traditionalist
Typology 2
The competition oriented
Typology 4
The individualist
Typology 3
The lifestyle performer
Typology 4
The skeptic
Ambition: Customer centric and adaptive
Organization: Agile and in a change modus
Strategy: Clear long-term direction that embrace perpetual change and agility to make short-term learnings
Culture: From push to pull
Brand: Walk the talk
Solution: Focus on user needs and “business” – not on technology – MVS – Minimum Viable Solution
Approach to the new dgi.dk
Can be used to evaluate your employees, yourself as a leader and your decision makers and even your organization and industry
The ladder of competence
Not aware of a skill you lack
Aware that you lack a skill
Confident with the skill
So skilled that you do things without having to think about itUnconsciously
incompetent
Consciously incompetent
Consciously competent
Unconsciously competent
The hard core arguments:
Make a convincing business case - the big bucks
The competitive arguments:
Benchmark against core competitors
The innovative arguments:
Show first-mover features or even disruptiveness
The emotional arguments:
Show quotes from customers being dissatisfied with your site
The exhausting arguments:
Make a detailed report with all the arguments
Examples of ways to convince decision makers
How can you nurture the organizational involvement in your project?without compromising the project team’s ability to create optimal solutions?
The road leading to successful innovative website development
Success
How people think
you achieve success
Success
How you in reality
achieve success
Intensive development periods every 3 – 5 years
Strategies to work with website development cycles
Workload
Time
Ideally a more stable development level
Strategies to work with website development cycles
Workload
Time
Workload Ideal workload
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"The things that matter most must never be slaves to the things that matter least." Goethe
EFFORTSRESULTS
Prioritize
Example 1
Little effect Major effect
High costs
Eliminate it Consider it
Low costs
Consider it Do it at once
1. Determine your criteria and rating scales2. Establish criteria weights3. Create the matrix4. Work in teams to score the projects
Example 2 Prioritization Matrix
Share your best practice examples plus
tips & tricks about digital leadership
What are your experiences with digital leadership?