Post on 15-Apr-2017
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Digital thinking.Digital is not what you think it is.
How to leverage the digital mindset to building innovative approach for businesses
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Digital Isn’t Software,
It’s a Mindset.Aaron Dignan
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Default model: Pipelines
Most companies are on the pipeline model
/ Identify a pain
/ Designing a solution
/ Producing
/ Selling
Source: deviantart (Jbn0s0rus)
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Default marketing: 4Ps
Marketing theory is on the pipeline model too
/ Product
/ Price
/ Promotion
/ Place
Source: deviantart (Jbn0s0rus)
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Satisfaction erosion
What happens when needs are satisfied?
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Scaling
How can you scale except by producing more?
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What is the problem?
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You don’t solve all problem by «throwing stuff at them»
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Lots of problems are due to access problem.
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Ressources are becoming an issue
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We need to re-think production.
We need to re-think supply chain.
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Enter digital thinking
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We have what it takes.netinfluence
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BIG DATA
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OptimizationA shift to optimization relies on a shift in thinking from a stuff-first to an information-first mindset.
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PlatformThe next step to optimization is finding a way to get rid of the inventory issues
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Platform modelDesign by freepix.com
The idea behind platform is to create and environment where consumers and producers have an interest to sharing things, without any intervention.
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Nike community platform
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Digital marketing: New 4Ps
Marketing theory has to evolve.
/ People
/ Platform
/ Product
/ Process
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3 angles
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The “stuff” approach
How can we create more stuff whenever the problem crops up?
The “optimization” approach
How can we better distribute the stuff already created to minimize waste?
The “platform” approach
How can we redefine stuff and find new ways of solving the same problem?
Re-thinking problem solving
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The “stuff” approach
Building more features / new phones
The “optimization” approach
Create a comparison app
The “platform” approach
Redefine what phone is (iPhone)
«I want the best phone»
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Game design
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Play is more important than game
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Gaming mechanics
Game work because they are fun to play
/ Quest
/ Challenge
/ Progression Loop
/ Infinite
/ Interaction & emotions
/ Rules & constraints
/ Inner motivation
/ Action & feedback
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As soon as you can make the action fun and addictive and tied to a bigger goal you
have a platform.SANGEET PAUL CHOUDARY - MIT lab
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How to think digital
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Step 1 pain
Identify a pain point for a consumer
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Step 2 Core unit
Identify a «core unit» whose value will increase through exchange
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Core unitContent exchanged between producers and consumers.
i.e. On youtube this is video, on facebook, this is status.
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Step 3 interaction
Find a mechanic that will facilitate interaction & value exchange.
Think play. Not game.
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Make sure interaction will benefit to users
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Step 4 Ruling & toolbox
Define the rules & tools that will facilitate interaction and build the experience.
Make it simple.
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RulesTwitter:
- 140 characters max
- Can contain links
- Can be re-tweeted
- Can be trending
- Can follow anyone
- Can be liked
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If it doesn’t work for a group of 10 people, it will never
work as a large virtual platform
SANGEET PAUL CHOUDARY
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Step 5 Infrastructure
Build an infrastructure that will not only enable but also facilitate and encourage interaction.
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Platform don’t need marketing
They sell themselves.
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Key success factors
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Connection
How easy can people plug into your platform?
Can you make it easier?
Faster?
How can they share and make transaction easily?
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Gravity
How well does your platform attract people?
Do you attract both producers and consumers?
Have you designed the right systems to foster gravity? (incentives, reputation or pricing models)
Do you harness the power of social media?
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Flow
How does your platform increases value?
Do you foster on the exchange?
Do you contribute to increasing the value of co-creation?
How do you use data for matchmaking?
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what is the platform side to your business?
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Going digital Ask yourself 3 questions
A – What are the market weaknesses (frictions)
B – What are internal motivations?
C – What does technology allows you to do?
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Change mindset Classical mindset
Vertical Control
Hierarchy CreationBuilding
Structure Property
Do what is best Company centric
Value of holding information Intelligence of experts
Production Status
Message Formal
Sedentary Social dependency
Validation Arguments Evaluation
Planification
Digital mindsetHorizontal Freedom Network ReusingIncrementationAgility Open source Do what is goodPeople centric Value of sharing informationCollective intelligenceContribution Content Proof Casual Nomadism AutonomyModerationVisuals Measure Trial
Source: agence Angie+1
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Thank you.@sandrineszabo
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Valuable & further information can be found here:
Read Karim Benammar article on THNK
http://www.thnk.org/insights/crash-course-platform-thinking/
Follow Sangeet Paul Choudary
https://www.youtube.com/watch?v=XoSVhVZNJPA&feature=youtu.be
Follow Aaron Dignan
Watch his 99u talk: http://99u.com/videos/23495/aaron-dignan-digital-isnt-software-its-a-mindset
Read Aaron Dignan book
The game frame: http://www.amazon.com/Game-Frame-Using-Strategy-Success/dp/B0054U5EHA
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