Book Summary: Lesson 9 From Disrupting Digital Business - Deliver Intention Driven, Mass Personalization At Scale


Get All 10 Lessons Learned From Disrupting Digital Business

As with the beginning of every revolution, those in the midst of it can feel it, sense it, and realize that something big is happening. Yet it’s hard to quantify the shift. The data isn’t clear. It’s hard to measure. Pace of change is accelerating. Old rules seem not to apply.
Sometimes when you are in the thick of it, it's hard to describe what's happening.  In the case of digital business, these models have progressed over the past 20 years.  However, non-traditional competitors have each exploited a few patterns with massive success. However, as the models evolved, winners realize there are more than a handful of patterns.

Lesson 1 - Transform Business Models And Engagement
Lesson 2 - Keep The Brand Promise
Lesson 3 - Sell The Smallest Unit You Can
Lesson 4 - Know That Data Is The Foundation Of Digital Business
Lesson 5 - Build For Insight Streams
Lesson 6 - Win With Network Economies
Lesson 7 - Humanize Digital With Digital Artisans
Lesson 8 - Democratize Distribution With P2P Networks
Lesson 9 - Deliver Intention Driven, Mass Personalization At Scale
Lesson 10 - Segment by Digital Proficiency Not Age

In fact, the impact is significant and now quantifiable with 52% of the Fortune 500 gone since 2000 and the average age of the S&P 500 company in 1960 is down from 60 years to a little more than 12 projected in 2020.  That is a 500% compression that has changed the market landscape forever in almost every industry.
Over the course of the next 10 weeks, I'll be sharing one lesson per week.  For traditional businesses to succeed, they will have to apply all 10 lessons from Disrupting Digital Business in order to not only survive, but also relearn how to thrive.

Deliver Intention Driven, Mass Personalization At Scale

Lesson 9: Deliver Mass Personalization At Scale

The shift from analog to digital systems represents a continued march to delivering on mass personalized systems.  These systems over the next 20 years will start with a design point of intention driven, solve the issue of massive individual scale, and enable personalized experiences.  As these systems traverse space time continuum and tap into P2P networks, what we learn from these systems is that they do not replace their predecessors. In fact, with each wave, the systems abstract information from the older systems to create new paradigms (see Figure 1).
Delivering on these customer segments of one will require a few foundational concepts:

  1. Choose your own adventure type of journeys.  With no real beginning nor end, expect these systems to work like a Choose Your Own Adventure book. Funnels fall aside as customers, partners, employees, and vendors jump in across processes, make their own decisions, and craft their own experiences on their terms.  Journey maps must account for infinite journeys and support the customer centric points of view.
  2. Continuity of experience.  A customer may start an experience on a mobile device, carry it with them to a car, jump into the  office, and then come back to the home.  Regardless of channel, device, platform, or situation, context is carried.  Experiences are delivered with massive context and personalization.  While customers do not expect a disruption in the experience, they do expect relevancy regardless of the context.
  3. Intention driven design.  Currently the fashionable approach is predictive.  Predictive does a great job of using past history to predict future patterns.  Intention driven tests for shifts in patterns by setting up hypotheses and awaiting the results.  If we know a person  always gets a specific type of coffee at the same time every day. that's predictive.  An intention driven system will test to see what type of coffee is purchased based on time of day, weather, relationships, location, and even sentiment gathered from heart rate or actions. The test comes from an offer or studying shifts in patterns and behaviors.  This self learning and adjusting capability is powered by cognitive computing approaches.

Figure 1. Moving from Analog Systems To Digital Systems

From Analog To Digital


Constellation recommends that technologists take these steps:

  1. Start with an assessment of your business model design points.
  2. Take stock of existing technologies and place them into one of the five systems.
  3. Conduct a delta analysis of the business model requirements and the existing systems.
  4. Determine which core platform investments in a build, partner, or buy decision matrix
  5. Pilot out new platforms and identify the technology roadmap to support the business model design.

The Complete 10 Lessons Learned From Disrupting Digital Business

For those attending the full keynotes and book tours, you'll get the complete session and in many cases a copied of a signed booked.   For those following virtually, I've provided the slimmed down slide share deck for your use.
You now have the 10 lessons learned to disrupt digital business in your hands. You can take this information and change the world in front of you or choose to sit on the knowledge as the world passes you by and digital darwinism consumes your organization.
I trust you will do the right thing. And when you want some company, come join us as a client at Constellation Research where we're not afraid of the future and the art of the possible.

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About Disrupting Digital Business

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Your POV.

Are you ready to disrupt digital business?  Have you ordered the book?
Add your comments to the blog or reach me via email: R (at) ConstellationR (dot) com or R (at) SoftwareInsider (dot) org.

Please let us know if you need help with your Digital Business transformation efforts. Here’s how we can assist:
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  • Connecting with other pioneers
  • Sharing best practices
  • Vendor selection
  • Implementation partner selection
  • Providing contract negotiations and software licensing support
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