Why is this bottom approach necessary?
DIGITAL STRATEGY IS ALL ABOUT ORGANIZATIONAL CULTURE PUSH vs. PULL: The key characteristic of digital maturity One of the key differences between more digitally mature companies and less mature organizations is this: Less mature organizations tend to PUSH digital transformation through managerial directives or by making technology available. Maturing com- panies tend to PULL digital transfor- mation by cultivating the conditions which are ripe for transformation to occur.
Because the technological environment is changing so rapidly, out of necessity digital strategy must be iterative in nature. Digital strategy cannot be a long-term plan to which the organiza- tion rigidly adheres and executes over a multi-year time frame. Instead digital strategy is a constant experimentation which is designed to better understand how a specific technology can create the best value. Take Twitter for example. Major media outlets use Twitter as a means of broad- ening their reach of their content. Air- lines use Twitter as an effective cus- tomer service tool. KLM uses Twitter as a way to answer their customers' questions and promise a response to any customer request within 17 minutes. Other companies use Twitter as a business intelligence tool. By following certain twitter feeds, organizations can get an early warning of what their competitors are undertaking. The Red Cross uses keyword monitoring to quickly identify natural disasters as well as their intensity.
IAs a result, more mature organizations enlist their workforce to help determine which technologies will bring most value to the organization and its clients. Digitally mature organizations have a considerable bottom-up approach which requires highly motivated and engaged employees.
THERE IS A NEED FOR A ROBUST BOTTOM-UP APPROACH
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