Table Of Content“Digital Transformation deftly outlines five stages, from constructing bridges to disseminating
insights, for organizations to implement sustainable change. Herbert recognizes that the
challenge is not the tools but the culture – the vital ingredient for the digital shift from customer
experience to back office systems.”
– Perry Hewitt, Vice President of Marketing, ITHAKA
“This book contains rarely found and rarely used common sense for the over hyped and jargon
fuelled trend of digital transformation. Lindsay uses her experience and communications skills to
provide clear guidance for this important element of business evolution in a well-structured logical
format.”
– Paul Hoskins, Chairman, Precedent
“This book is the ‘Quora’ of Digital Transformation. Lindsay Herbert has done a superb job of
outlining and answering so many questions that arise from Digital Transformation, both for
business leaders and for consultants. In digital we need to question everything and look for the
answer…luckily much of it is here.”
– Peter Abraham, Co-founder, Crank
“For once here is a practical and unbiased guide to corporate digital transformation. Lindsay has
managed to pull together a great mix of evidencebased analysis and a clear roadmap to follow
that in my experience actually works. I recommend any modern, serious business leader reads it.”
– Adam Freeman, Co-founder, Freeformers
“I was privileged to work with Lindsay and see her undoubted skills in action in live digital
transformation projects, she was simply brilliant. And under the sub-headings of Bridge, Uncover,
Iterate, Leverage and Disseminate she does a wonderful job on explaining how it should be done
in today’s digital world. A great read.”
– Phil Jones, Founder and Organiser, Podge Events
“Lindsay’s clear-headed approach to digital transformation sweeps away the misconceptions and
demystifies the jargon surrounding it. She provides hugely useful suggestions with the BUILD
model and has delightfully counterintuitive advice, such as reigning in the urge for PR campaigns
until you have actually delivered tangible change. Her insights will prove valuable to anyone on
this challenging (and rewarding) journey.”
– Eva Appelbaum, Founder and Consulting Partner, The Arc Group; Ex-Head of Digital
Transformation at the BBC
“Lindsay breaks down what can be intimidating concepts of digital transformation, but without
understating its complexity and difficulty. She emphasizes the importance of fundamental mind
shift – one that embraces change as a constant.”
– Mike Giresi, Chief Information Officer, Royal Caribbean Cruises “Transforming your
organisation can be a terrifying prospect, full of fear and stress. This book makes it into a thrilling
one, full of hope and purpose.”
– Ben Hammersley, futurist
“In today’s business world, there is nothing more essential and at the same time more confusing
and intricate than the concept of Digital Transformation. With an astute and engaging style,
Lindsay Herbert unravels one of the most important challenges for the futureproofing of
organisations. An obliged reading for all executives.”
– William Confalonieri, Australia’s first Chief Digital Officer
DIGITAL
TRANSFORMATION
DIGITAL
TRANSFORMATION
Build Your Organization’s Future
for the Innovation Age
LINDSAY HERBERT
Bloomsbury Business
An imprint of Bloomsbury Publishing Plc
CONTENTS
Acknowledgements
INTRODUCTION: How to Digitally Transform
The essentials of digital transformation
What is real digital transformation?
Distilling success into five stages: BUILD
1 BUILD Stage 1: Bridge
Why Bridge?
External Gaps
Internal Gaps
Shared vision for transformation
2 BUILD Stage 2: Uncover
Why Uncover?
Barriers to Transformation
Routes to Transformation
3 BUILD Stage 3: Iterate
Why Iterate?
Leading the Programme
Running Iterative Projects
Proven Methodologies
4 BUILD Stage 4: Leverage
Why Leverage?
How to leverage internally
Methods for internal leverage
How to leverage externally
Methods for external leverage
5 BUILD Stage 5: Disseminate
Why Disseminate?
How to disseminate transformation
How to scale innovation
Scale the Iterative Team Model
Conclusion: Final Thoughts for your Journey
The essentials of digital transformation
Last words for the road
References
Index
ACKNOWLEDGEMENTS
The effort of writing a book is surprisingly similar to that needed to lead a
major digital transformation programme. Both are fraught with false
starts, wrong turns, and are equally likely to cause deep resentment
towards anyone with free-time or regular access to sunlight and fresh air.
But the other common factor is that neither can be accomplished
without help. Whether it’s specialist knowledge from experts, or just well
placed empathy from loved ones, success comes from building on the
support you find around you, in every form it might take.
In my case, my biggest source of support came from Joseph Da Silva,
my husband, who moonlighted as both proofreader and research
assistance, and whose unflappable optimism and unwavering belief in
me was the only light I needed to guide me through the bleakest and
weariest of times.
My mother, Cathy Davis-Herbert, was also an incredible source of
support, even with thousands of miles between us. In the spirit of Design
Thinking, she was also my representative audience member, shouting
‘jargon’ or just nodding off when things got too dry or technical.
Jen Janzen, dear friend and – to my great fortune – professional editor
and writer, is to thank for translating many of my words into those of a
coherent person. No small feat under normal circumstances, but Jen
managed it under a deadline shorter and less forgiving than an Agile
sprint.
My publisher, Ian Hallsworth, was also an incredible source of support
because without his advice and fortifying professional belief, my ideas
and research would still be sitting undeveloped on a laptop, and not in
the hands of people leading change for their own organizations around
the world.
Finding time to write while working a more than full-time new role was
thanks to Debbie Vavangas, Global Partner at IBM and all-round
superhuman. Debbie helped me safeguard just enough of my personal
time that I avoided needing hospitalization, or moving the publishing date
to 2027.
I also must profoundly thank the many professionals who shared their
lessons of innovation over the past three years. Each person’s
contributions made the book what it is, and repeatedly reignited my own
passion for the topic – a necessity among the hundreds of lonely hours
spent writing in a windowless, soundproofed room (the by-product of
having a professional musician for a spouse).
Lastly, I want to thank my biggest inspiration when it comes to
embracing change itself. My grandmother, Pamela Herbert, raised six
children across almost as many countries, treating each move with the
same adventurous spirit that she continues to treat new challenges
today. I grew up on stories of how she adapted and thrived – whether
fending off real danger, including an attempted kidnapping, or managing
everyday trials, like trying to find OXO cubes in 1960’s Benghazi. My
grandmother continues to inspire me to embrace change today, and I
tried to write this book in her spirit in the hopes it will help others do the
same.
Description:As with any large infrastructure project, the costs and risks involved in a major innovation program are significant, and how it is led and managed will directly determine its long-term success and sustainability. The secrets of successful digital transformation are usually tightly held by the organ
