Unlike the past, when human kind stumbled upon the Renaissance, Political and Industrial Revolution, the Digital Revolution has been in the making for the last 20 years though the Internet was officially invented in the 1950’s. The cycles of maturity are getting more and more rapid as the time has advanced and we are at a point of inflection in its history, when we have yet to consume more than 90% of the benefits it has spewed in a fraction of the time it has taken to develop.
Before we even go there, the term digital today means everything that we do in our lives to be connected and communicating in our communities where the globe is the village and the standards are universal with respect to interactions. So we are no longer talking about one area being more developed or mature than the other. Quite the contrary, the latecomers to the party seem to be taking more advantage of this revolution than the incumbents.
From a the June 2014 survey report published by McKinsey titled “The Digital Tipping Point” it becomes quite evident that most corporations in the world still see the term digital as IT. We need to infer this only because of the terminology used and the initiatives described and / or attributed to the digital enterprise. However, the revealing insight on the five top issues facing the enterprise is necessarily true of digitization; whether participating in the digital revolution or not.
Like saying I have cancer but I am taking care of the Acne on my face. For ages, IT folks have argued thus, even justifying that they were doing something as opposed to nothing. Well, that something means absolutely nothing in the current digital revolution context. Size and shape of businesses are being replaced by creativity to corner customers and consumers on experience. The smaller the player, the easier it is to Innovate. The Digital Revolution demands a Transformation in the Thinking and Structuring of Action.
The three C’s are foundational both within and outside the enterprise for enterprise to succeed in being digital.
- Content: This must be narrative oriented and Purposeful in nature. It must educate without pontificating retaining the rate of interest.
- Convergence: This must follow the content closely not just with respect to the device but also the right rendering focusing on the duration and the nature of content; keeping a clear distinction between Channel, Medium and Devise though personalized.
- Collaboration: This must involve the customer and consumer to participate in the experience across the lifecycle of Product, Process and Personal Experience.
The above are the first three foundational steps that need to be established in an enterprise to build digital content that will contribute to the sweet spots of Innovation and Growth.