Is digital optimisation the only strategy?

In a recent post, I blogged about how modern organisations have increasingly moved their digital strategies beyond the simple (“let's just understand”) to the more mature (“let’s optimise”). But although optimisation may be a worthy online aim in general, it is not necessarily the end game for all companies.

In short… digital operational optimisation is only one side of the story.

Back in 2012 I mentioned that to be a truly effective digital business you not only need to do things better, you need to do better things. This was something I called the Sir Terry Leahy approach, after hearing him speak on the subject:
http://press20.blogspot.co.uk/2012/03/multi-channel-competency-and-innovation.html

But how many companies actually include innovation as part of their digital strategy? How many try to bake into their culture and products the ability to create better things?
In my opinion, not many. Most are only concerned with playing catch-up with their peers, with some trying to emulate the trailblazers. Very few major companies seem to want to innovate in the digital space beyond the boundaries of what they've seen others do. This isn't innovation, its playing it safe.

And that's a shame.

Multi-Channel competency and innovation

Over the last few months I've been speaking to clients about two different principle facets of Multi-Channel retailing:

1. Continue to improve what you're doing
2. Find new ways to do what you're doing

This came to a head a week or so ago when I saw Sir Terry Leahy, the former CEO of Tesco, present on future global trends. As he talked, I was struck by one key phrase he quoted.

"Don't just do things better. Do better things"

And in an instant I had the key way to integrate my two disparate facets (Thanks Sir Terry!)So here's my presentation, which brings together my current thoughts on this subject. It's not complete, in fact it is a long way from it.... but I'm putting it up to collective scrutiny, with the aim of getting your feedback to develop it further.Multi-Channel Innovation & Competence

View more PowerPoint from Hayden Sutherland