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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

Follow us:

netinfluence digital agency | blog

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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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