Digital Strategies for

International Markets

Niall McKeown

Clay Christensen

“Disruption happens when things become more Affordable, Effective & Convenient - not necessarily better”

Mistaking digital marketing tactics as strategy is creating the “glorification of busy”

Maisie - Eoin’s Dog

Title Text

Humans Need Not Apply

Title Text

Humans Need Not Apply

Automation

$30,000

product lifecycles

think mechanical minds

Paperwork Decision Making

Writing

Discovery

DoctorHealth

Health

Accountancy

Technology, tactics or content don’t create competitive advantage.

These things are enablers.

YOU DO!

Digital Transformation

1. Be Proactive

2. Begin with the End in Mind

3. Put First Things First

4. Think Win-Win

5. Seek First to Understand, Then to

be Understood

6. Synergize

7. Sharpen the Saw

Crying baby Kitchen fire Some calls

Interruptions Distractions Most calls

Trivia Busy Work Browsing

Planning Strategy Exercise

Urgent Not Urgent

Impo

rtant

Not

Impo

rtant

Change blocks of digital transformation

Strategy Kernel

Diagnosis Coherent Action

Guiding Policy Incoherent

Action

iONOLOGY

TIME

7 Principles of Digital Strategy

Change blocks of digital transformation

Title Text

Newtons Second Law of Motion

Acceleration

Acceleration

F=ma

Yourself

Customer

Market

Resources Mile Marker Projects Tasks

Diagnosis

Strategic Ambition

Value Prop

Competitors

Proposition

Force=ma

Volume

Task

Intent

Time

Talent

Cash

1 3

2 4

5 6

7

Digital Strategy Board

0

25

50

75

100

M1 M2 M3 M4 M5 M6

Advocacy Attention Authority Prime

Typical Growth Profile - Per Quad

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