What to do about digital disruption
As a speaker for The Executive Connection I have spoken to over 400 SME executives about the impact of digital technology on business over the last two years. Almost without fail, these CEOs have acknowledged the pressing need to take a more proactive approach to digital technology and identify opportunities to disrupt their own business (before someone else does). Yet for all the urgency around digital disruption, theirs has generally been a large amount of inaction and the biggest frustration for many of these CEOs has been in knowing what to do next.
The reason for this is that the ‘what to do next’ is different for each organisation. Every one of the CEOs I spoke to was dealing with a unique organisational problem based on available skills and experience, legacy systems, and industry requirements that shaped their opportunities and defined their needs. As such any cookie cutter solution imposed from the outside would be unlikely to have any meaningful long term impact. As a result, one of my great frustrations has been in knowing how to support these organisations in a way that was both effective and cost effective.*
What is missing is a Digital Champion
What I now realise is that these organisations don’t need someone from the outside telling them what to do. They need someone on the inside making things happen. They need an internal resource that was tasked with helping the organisation identify, prioritise, and implement against digital opportunities as they occur This is the role of a Digital Champion.
In larger organisations, the Digital Champion might otherwise be called the Chief Digital Officer. According to McKinsey, the number of CDOs in the world is growing at 200% per year (with Melbourne City Council being the latest organisation to add one) and this extraordinary growth is a direct reflection of the growing need for organisations to take a proactive rather than ad-hoc approach to digital technology. In smaller organisations, budgetary and resourcing constraints mean a full time CDO is unrealistic. Instead SMEs need a Digital Champion that can provide a similar set of skills on a part time basis.
Given the extraordinary (and growing demand) for digital skills, there is little chance that SMEs will be able to hire the Digital Champion they need. Instead, they are going to have to develop them.** Although there is a good chance that a potential Digital Champion already has a passion for technology, they will need help and support to channel this passion into relevant (and valuable) business projects. They will need help identifying and prioritising opportunities, leading and influencing others, and implementing the projects that matter.
Welcome to the Digital Champion’s Club
The Digital Champion’s Club is my answer to what SMEs need to do next in an age of digital disruption. In essence, it is a support group for Digital Champions, giving them all the resources they need to identify and launch successful digital projects. A member of the Digital Champions Club will get
- A tailored development plan and development goals
- Expert one on one mentoring on a monthly basis
- Lightning email/phone support as required
- Access to a resource library of templates, models and other useful stuff
Best of all, they will get to participate in the quarterly Club Days with their peers. Club Days will provide a unique learning experience where a group of between ten to 20 Digital Champions from different organisations get together. During the day there will be a combination of expert tuition, peer learning sessions, and the opportunity to work on their digital project in a supportive environment.
Through this model it is expected that Digital Champions (working on a part time basis) should deliver between $100,000 and $500,000 in benefit to their organisation per year.
Will you be your Champion’s Champion?
Through the Club I see my role as being the champion of Digital Champion’s, but this is not something I can do alone. I can provide external support and the ‘push’ to help your Digital Champion develop but they will also need an internal champion to provide the ‘pull’, someone who can provide the resourcing, internal support, and influence to help them deliver the projects that disrupt your business for the better. The question is, will you also champion your Champion?
Applications are now open for the Digital Champions Club. If you see the opportunity in developing a digital champion and think this might be your ‘what to do next’ about digital disruption, I would love to talk to you – champion to champion.
*Coming from a small business background I am incredibly conscious of the challenges that these organisations face, especially when it comes to ensuring that limited financial resources are channeled into the types of projects that have a high return on investment and a good chance of success.
**It is unlikely that this is a role that you will recruit for, primarily because the person you need would be either unavailable or prohibitively expensive. Instead, your digital champion is probably someone already in your employ. It is likely to be the person that you or your other staff turn to when you’re looking for advice about new technology.