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Digital Transformation? Put People First and Tech Will Follow

Keynote given at annual web company conference FeWeb2015 (together with Pieter Baert). We talked about how strategy for a digital world starts with understanding people, their behaviours and their needs.

Digital Transformation? Put People First and Tech Will Follow

  1. 1. pieter baert gerrie smits PEOPLE FIRST& TECHWILL FOLLOW FeWeb Keynote 8/12/15
  2. 2. We help companies understand the impact of digital & technology on their business, by focusing on people and their needs. We help companies define a digital marketing strategy, innovate online services and adopt a customer-centric organisation culture. Pieter Baert Gerrie Smits
  3. 3. Music 
 Industry TV Print 
 Media Marketing We worked in industries disrupted bythe internet
  4. 4. One of us even worked in government
  5. 5. Today: Digital creates questions
  6. 6. Today: Digital creates questions ?
  7. 7. Hail to the tech! The impact of technology is real 1
  8. 8. The amount ofyears running that CEOs have pointed at technology as the single most important external force shaping their organisations 4 IBM study
  9. 9. Relevance under pressure >>
 Average period a company 
 stays in S&P 500 !
  10. 10. From Like-buttons to covering the world with internet !
  11. 11. 32m people watched 
 League Of Legends 
 World Championships !
  12. 12. Remote Iris recognition >> 
 We knowwho /where /
 when you are !
  13. 13. A/B Testing Potato Fields !
  14. 14. Artificial Intelligence >>
 We knowwhat you think
 through facial gestures !
  15. 15. Uber partnership with Red Bull to deliver free energy drinks, during one afternoon in Amsterdam Platforms platforms platforms !
  16. 16. Wearables >>
 Hey Dude, where’s 
 yourtech tattoo? !
  17. 17. From Crypto-Currency to decentralised trust & validation system !
  18. 18. Mobile internet >> 80% of adults have
 a mobile phone !
  19. 19. Cost down >> Pi Zero comes
 Free with Mag !
  20. 20. From Bell Curve…! Innovators Early
 Adopters Early
 Majority Late
 Majority Laggards
  21. 21. ! Innovators Early
 Adopters Early
 Majority Late
 Majority Laggards … to Shark Fin Innovation Singularity / Experiment Big Bang Big Crunch Entropy source: Larry Downes & Paul Nunes
  22. 22. Cost of Digital Transformation projects that are considered a failure by management 
 (i.e. 70%) $400 bn Genpact study
  23. 23. Putting tech first fortech’s sake 2
  24. 24. Let us tell you a story When blind adoration of tech goes horribly wrong
  25. 25. It’s a challenge to keep track of parts in car assembly. Pieter Baert Gerrie Smits Car manufacturing > problem
  26. 26. QR: innovate barcodes to contain more information & allow high speed scanning. Pieter Baert Gerrie Smits 1994 > Denso Wave > solution
  27. 27. Pieter Baert Gerrie Smits Application > automotive factories Optical devices scan labels to track components during car production.
  28. 28. “OK!” Pieter Baert Gerrie Smits Problem solved.
  29. 29. “Let’s get loaded!” Pieter Baert Gerrie Smits What’s next?
  30. 30. QR tech might solve our problem in (…) parcel delivery storage warehouses ticketing payments identification … “ ” The next day, someone else said:
  31. 31. Pieter Baert Gerrie Smits Until someone said “I love these little magical square thingies”
  32. 32. Pieter Baert Gerrie Smits “Let’s print them on EVERYTHING!” Things got wild
  33. 33. People will scan our QR codes to visit our mobile site and buy our products. “ ” Assumptions
  34. 34. Pieter Baert Gerrie Smits “Did you evertrythis?”
  35. 35. Pieter Baert Gerrie Smits “The best wayto link to a mobile site?”
  36. 36. Pieter Baert Gerrie Smits “Show us your conversion in Google Analytics, please?”
  37. 37. Easier solutions Rememberthe web link Rememberthe name and Google it Take a picture with your phone E-mail the link to yourself Write it on a piece of paper … Interested in a product? Want to visit the site?
  38. 38. We need a mobile app. We have to be on Facebook. Let's create an Apple Watch app. Everyone will use a fitness tracker Shouldn’t we do Big Data? Our customers will love 3D printing! Let’s put bluetooth in a toothbrush Let’s do immersive, AR and VR … Now replace QR with other technologies
  39. 39. Why? “ ” Always ask
  40. 40. 2013 - Google Pieter Baert Gerrie Smits Experiment > license to fail
  41. 41. How might we solve a problem orfulfil a need of people? And how could technology help us? “ ” Always ask yourself
  42. 42. Flip The Perspective Put People First and Tech Will Follow 3
  43. 43. Internet Digital Culture Behaviour Expectations + = ? People Technology Change+ =
  44. 44. + = ? People are the steady bit
  45. 45. User needs & motivations are relatively stable Uncertain. Constantly evolving + = ? People are the steady bit
  46. 46. + = I want to show my holiday snaps & show off. Smartphones Instagram feed Example: Instagram
  47. 47. + = Example: Zalando I want convenience in my shopping (trying, delivery, …) E-commerce Boxes of shoes!
  48. 48. + = I want earphones that fit me perfectly + convenience Mobile app using front facing camera + 3D printing Made-to- Measure earphones Example: NRML
  49. 49. The Flip: People are always central ><
  50. 50. The Flip: People are always central ><
  51. 51. Customer Experience Talent New Products Tech Process The Flip: People are always central >< Marketing
  52. 52. Users define business model
  53. 53. Number 1 attribute for success in digital world according to business leaders? study University of South California
  54. 54. Number 1 attribute for success in digital world according to business leaders? Empathy study University of South California
  55. 55. Number 1 attribute for success in digital world according to business leaders? Empathy (the others: adaptability curiosity holistic thinking cross-cultural 
 competence) study University of South California
  56. 56. “Everyone has their face toward the CEO and their ass toward the customer.” - 
 Jack Welch, CEO GE
  57. 57. “Don’t fuck up the culture!” - 
 investor Peter Thiel’s advise to AirBnB after investing $150m
  58. 58. 666 = Iterative Strategy>> Long-term thinking
 + short-term doing What can you do • in 6 days • in 6 months • in 6 years Create Measure Learn
  59. 59. Unpacking trends: VR Goggles 4
  60. 60. What is the driver that triggers the trend? “ ” The trigger
  61. 61. Cameras, spherical rigs & VR software Pieter Baert Gerrie Smits Tech triggers
  62. 62. Affordable VR goggles Pieter Baert Gerrie Smits Tech triggers
  63. 63. DIYgoggles & smartphones Pieter Baert Gerrie Smits Tech triggers
  64. 64. Playvideo games Visit other places or attractions Demo a car Watch sports Visit a house for sale Learn new skills Make movies Bomb places Watch porn … What could we do with VR technology?
  65. 65. Which problem can you solve best? Pieter Baert Gerrie Smits Don’t forget…
  66. 66. What do people need? Which problems do they experience? “ ” Let people guide you
  67. 67. “I want to be a pro baseball player” Pieter Baert Gerrie Smits Training
  68. 68. I have to learn surgery before operating. Pieter Baert Gerrie Smits Education
  69. 69. Win a warwithout human losses Pieter Baert Gerrie Smits Military
  70. 70. Experience a front rowfashion show Pieter Baert Gerrie Smits Fashion
  71. 71. I want to have sex Pieter Baert Gerrie Smits Adult entertainment
  72. 72. Not technology, but people will tell you your business opportunity “ ” De vraag
  73. 73. Prototype, test and improve Pieter Baert Gerrie Smits Neverforget…
  74. 74. Take-away Which learnings do you take home? 5
  75. 75. 1 Empathy is a keytool for creating a digital impact. “ ”
  76. 76. Pieter Baert Gerrie Smits And on that bombshell
  77. 77. pieter baert gerrie smits THANKYOU! Pieter Baert +32 473 667 861 info@pieterbaert.be Gerrie Smits +32 491 35 43 65 gerrie@gerriesmits.com

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