A precursor to my discussion*:
- Digital has become such an amorphous term that few can describe what it actually means anymore
- An effective Digital Strategy needs to be based on the Organization’s Core Strategic Objectives
Just prior to the New Year the UK Government quietly posted a notification that it was “seeking ideas for the next phase of the Digital Revolution”. From what I have seen in terms of those responses, they might have been better served by standing on a soapbox at Speakers Corner in Hype Park and asking passers by for their opinions, as their call to action has unleashed a torrent of “thought pieces”, Opinions & rants from virtually every corner of the UK.
Over the past several years, I have followed with great interest all of the Digital Transformation Programs that central governments across the world have embraced in their efforts to bring “Digital to the Masses”, while improving Government services, efficiencies, etc. Most of these have now evolved into “cults” with every agenda seeker and crackpot out there opining the virtues of their “flavor of digital” on social media and at every conference imaginable. During this same time, we have seen ever-increasing budgets allocated to these programs, high levels of management attrition and dubious ROI results being promoted as “savings realized”, but the single most glaring aspect that troubles me in virtually all of them is; “What is the long-term Strategy”? It certainly can’t be just making better web sites or training the entire population to “hack code”? It is in this vain that I offer my opinion on “What is needed & what is not in the UK’s next Digital Strategy.”
As “digital” has now become a word without a stable definition, I will endeavor to ground my discussion in the basic notion that; “Digital as a term encompasses all disciplines in respect to embracing all that the Web, Data & Analytics have to offer”. I refer to these as core competencies and believe that they must be leveraged in an Organization’s strategy in order to be an enabler of the desired outcomes from it. The UK (whether in or out of the EU in the future) must create a competitive strategy that makes its relevant on the world stage in order to capture inordinate levels of external investment, to develop the greatest talent pool in all sectors, etc., all at the expense of its peers. This notion of differentiation is a much more business-like view of the needs of a country, but most have been evolving their thinking in this direction for quite some time now. If the UK wants to “punch above its weight” in the world then it needs to make its core competencies the strongest & most sustainable anywhere, which cannot be easily duplicated or commoditized by countries motivated to do so.
What’s Needed? (to achieve this outcome):
- Use “Digital” as a focal point to create sustainable sources of competitive advantage for the UK by baking it into every aspect of the long-term strategy for the country (independent of whatever party is in power) and the goals which it must be achieved i.e. Not a fashion statement or feel good program.
- Develop Digital Leaders (Civil Service, Cabinet Office, MP’s, Charities, etc.) who are more than cheerleaders and partisan politicians. Educate everyone from the earliest age, throughout their entire academic & trade school careers to be literate in Digital, regardless of class or age. Promote Digital Leaders based upon competency and acumen (merit), not beauty, charm or politics. Develop Digital Leaders who “walk to talk” every day.
- Create a National Culture that embraces “Digital at every turn”, not just one that consumes interesting content over broadband. Make Digital know-how essential to daily life in all Sectors of Government, Commercial & Non-Profit.
- Invest inordinately in Education, Leadership Development, Infrastructure & Culture to create sustainable sources of competitive advantage in “All things Digital”.
What’s not Needed?
- Superlatives & Exemplars: Digital is an evolutionary transition from the Analog world we have known for centuries. It is not disruptive, but can be transformational if executed with speed and precision. Hype is not of value in any strategy.
- Grandiose predictions as to the impact of Outcomes or capabilities. At best, Digital is incremental in terms of benefits and sources of competitive advantage. It is the execution that is critical, not the idea itself. Benefits will manifest over the long term i.e. Transformational
- Exclusion of any Sector from participation or realization of the full benefits of the Strategy and its outcomes. All boats must rise accordingly in this strategic journey.
A long-term Competitive Strategy for the UK should fully leverage all of its investments & know-how in Digital to date (Capabilities, Infrastructure & People) in order to create clear lines of differentiation in respect to other Countries who are pursuing similar paths, as well as to build sustainability for this momentum far into the future. The realization of these outcomes will insure maximum benefits to the entire country and all of its citizens for decades to come.
“What is Digital Transformation and Why do I need to embrace it?” (http://infomgmtexec.me/2015/10/29/what-is-digital-transformation-why-do-i-need-to-embrace-it/)
“Changes in Digital Transformation Leadership: Anarchy or Opportunity?” (http://infomgmtexec.me/2015/10/16/changes-in-digital-transformation-leadership-anarchy-or-opportunity/)
*- An edited version of this posting appeared in the February 2016 issue of Information Age (UK) (www.information-age.com)