An approach to a new digital strategy?


I’ve started writing on a white paper, where I look at methodologies for creating  improved  digital strategies.

I feel that business strategies focus to little on the digital conditions where the business will have to operate.

I also see clearly that marketing strategies, sales strategies and web strategies doesn’t fill the needs in a highly interactive and action oriented digital world.

Putting together a digital strategy will, by its nature be an iterative process, where the overall business idea may have to be changed in order to achieve an optimal digital environment, that in its turn benefit the business idea. Where the overall business strategy will be the main steering document for the business, the digital strategy document will determine what to be the focus in the digital environment to achieve the overall business strategy. Next step in a development will be that the business-, and the digital strategy will merge and become one. Since the digital environment is so complex and interconnected I suggest a very holistic approach. Since the business world have moved direction and become so dependent on the digital environment, I suggest you take the digital strategy very seriously and what you learn by making your digital strategy should reflect back on your overall business strategy.

I’ve started to investigate if  terms like  “Purpose”, “Participation” and “Conditions” as some alternative angles to “vision”, “mission”, “values” and “goals” will improve the final result on a  development of a digital strategy. One reason for this is that operating in a digital environment is very action oriented and interactive,  and I believe that some of the “standard phrases” in a business strategy often becomes a bit to “vishy washy” and not as action oriented and measurable as you would like it to be.
I’m thinking along the lines: What if your business doesn’t have a purpose people understand? Why should someone bother buying it? How can people help you? Have you given people an opening to involve? And if you haven’t looked into the conditions the purpose will live, and how someone can participate, why should it succeed?
Take a look at your business, what is really the purpose? who is (or could) participate and in what way? Does it have optional conditions?

What’s the purpose for what you are doing? What is your motivation, the owners and the staff working in your organization? What’s the purpose of what you have to offer? What is the purpose for the digital engagements you have or wants?  What’s the purpose for those who buy your message/service/products? My thesis is by investigating this thoroughly you might find that, your purpose isn’t all that well anchored in the actual business you are running or the market you want to reach? Then it’s no wonder if your business isn’t running smoothly!

The participants in making your purpose come to live is also a perspective that has to do with having a  dualistic perspective toward what you are doing, and the dependencies you have in others inside, and outside of your business. Because both you and your staff, partners, co-dependents and customers participate in making your purpose happen. In other words everyone that has a part in making your purpose real are participants. One are frequently speaking of stakeholders in the business world. We shouldn’t stop doing so, but still – if anyone would want me to buy a product, idea, service or whatever I’d like it to be of benefit for me and the surrounding world, with no, or as little, risk as possible.  Defining the customer/ client / partner and you as participants enable us to better find out how to fulfill the purpose and get our business better connected with the core of how we all participate in the digital world. Since the digital environment is highly action oriented, you will see that participants act. And in your work with the digital strategy you will discover that enabling action and interactions will be one of the essential elements in a successful digital strategy.

Discover Conditions
Under which conditions is your purpose and participants existing? By investigating the actual conditions the methods to implement the purpose and the way participants will engage is discovered. The structures of power in your digital business world, defining condition in the value chain, business models  and so forth. Evaluating limitations and options in infrastructure, hardware, software and in  the Internet business environment will be important analytic tasks to conduct during your work with the digital strategy. Correlatives between existing relevant purposes (others), participants and conditions can be taken advantages of to fulfill the purpose, with the right participants under the right conditions. The idea is to broaden up the more narrow common approach, that often is using tools like a SWOT analysis and so forth in business strategies. I believe that investigating how to get the best conditions to function together, you will end up changing your overall business strategy. Maybe you discover that what you believed was the core of your business, what drives your business, just maybe isn’t the same into the next decade ?


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