Leading Digital_ Turning Technology into Business Transformation ( PDFDrive )

What Is Digital Mastery? 25
Figure 1.5
What is your level of digital mastery?
Digital capability
Fashionistas
• Many advanced digital features
(e.g., social, mobile) in silos
• No overarching vision
• Underdeveloped coordination
• Digital culture may exist in silos
Beginners
• Management skeptical of the
business value of advanced digital
technologies
• May be carrying out some
experiments
• Immature digital culture
Digital Masters
• Strong overarching digital vision
• Excellent governance across silos
• Many digital initiatives generating
business value in measurable ways
• Strong digital culture
Conservatives
• Overarching digital vision, but
may be underdeveloped
• Few advanced digital features, though
traditional digital capabilities may be
mature
• Strong digital governance across silos
• Active steps to build digital skills and
culture
Leadership capability
Source: George Westerman, Claire Calméjane, Didier Bonnet, Patrick Ferraris, and Andrew McAfee, “Digital
Transformation: A Roadmap for Billion-Dollar Organizations,” Capgemini Consulting and MIT Center
for Digital Business, November 2011.
your company. You may want to hire a chief digital officer like Starbucks
did or create a digital unit like Nike did. Moving from Fashionista to
Digital Master may require some investment as you refocus disconnected
digital initiatives and technologies into a unified and coherent
digital program. This kind of refocusing and rework, however painful
in the short term, will pay off later in terms of lower costs, lower risk,
and greater agility.
If your firm is a Conservative, you can take advantage of your
digital leadership strengths to build new digital capabilities in a smart
way. Every company has areas that executives know they can improve,
whether in customer engagement or internal operations. Try some
experiments to address these issues. Then scale the successful trials to
enterprise level. Like the executives at Asian Paints, you can continually
think about how to expand your digital vision. What else can you