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Transform: A rebel’s guide for digital transformation
A rebel's guide for digital transformation. Are you an optimist? Are you a rebel? Do you think that because of digital technology, power is shifting away from organizations towards citizens and customers? Are you a digital change agent? Do you want to transform your organization? Then this book is here to help you. Do you want to transform the complex into the simple? Do you like challenges and see yourself primarily as a problem solver? Are you the annoying person who constantly “Why?” Are you empathetic? Do you like to listen, watch, observe? Are you also rational? Are you willing to go with the evidence and data even when it goes against your gut instinct? This is Gerry McGovern’s sixth book on web culture and economy. He is the founder and CEO of Customer Carewords, a company that has developed a set of methods to understand customer top tasks.
208 pages, Paperback
Published June 29, 2016
18 people are currently reading
108 people want to read
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Displaying 1 - 5 of 5 reviews
January 27, 2020
L'autore, un consulente con grande esperienza nel mondo del Web, analizza tutte le motivazioni che dovrebbero spingere un'azienda a diventare più' "Customer-Centric". Intravede la chiave nella n eccessiva' di una trasformazione culturale. Purtroppo ampi stralci del libro sono poco correlati tra loro, e la modalità che viene suggerita nell'ultimo capitolo non e' una vera metodologia di trasformazione.
Sicuramente ricco di spunti interessanti, si perde pero' negli aspetti concerti.
Sicuramente ricco di spunti interessanti, si perde pero' negli aspetti concerti.
December 8, 2016
After spending the last 30 years of my professional life in higher education marketing, I am most interested in what books like this have to say about "marketing" in the digital era. And having known and worked with Gerry for over 10 years now, I know that he is not only skeptical about the efficacy of traditional marketing in a digital environment, he continuously and correctly points out that traditional marketing is indeed an impediment to marketing success. I do believe we will always have "marketing" and that's not a bad thing. But we will not always have "traditional" marketing and that's a good thing.
After reading the first chapter, marketers might want to next visit Chapter 7, "Marketing: From Getting to Giving Attention." Scan the nicely done call outs first (yes, website visitors are not the only ones who will scan first and read second if given the opportunity). My two favorites: "The future of marketing is about looking after current customers" and "Nothing kills a customer experience more than slow speeds."
In my higher education field, too much marketing attention is paid to "strategy" and not enough to "tactics." My hope is that Gerry's book will inspire the rebels in higher education marketing to focus attention on the single most effective marketing tactic today: making sure potential students can complete the tasks that are most important to them in selecting a college to attend. And in that endeavor, as Gerry writes here, honesty and transparency in the messages delivered will work best.
After the chapter on marketing, I'd suggest Chapter 14 next: "Identifying Customer Top Tasks." In today passion for "inbound marketing," it is imperative to create content that is built around the top tasks that people want to do, not the traditional marketing claims and boasts that too often colleges and universities and most other companies want to deliver. Here's a guarantee: if marketers at your organization sit around a table and try to name the top tasks that potential customers want to complete, the chances of getting them right are not very high.
Read this book. Soon. And try to get the primary stakeholders in your organization to read and discuss it as well.
After reading the first chapter, marketers might want to next visit Chapter 7, "Marketing: From Getting to Giving Attention." Scan the nicely done call outs first (yes, website visitors are not the only ones who will scan first and read second if given the opportunity). My two favorites: "The future of marketing is about looking after current customers" and "Nothing kills a customer experience more than slow speeds."
In my higher education field, too much marketing attention is paid to "strategy" and not enough to "tactics." My hope is that Gerry's book will inspire the rebels in higher education marketing to focus attention on the single most effective marketing tactic today: making sure potential students can complete the tasks that are most important to them in selecting a college to attend. And in that endeavor, as Gerry writes here, honesty and transparency in the messages delivered will work best.
After the chapter on marketing, I'd suggest Chapter 14 next: "Identifying Customer Top Tasks." In today passion for "inbound marketing," it is imperative to create content that is built around the top tasks that people want to do, not the traditional marketing claims and boasts that too often colleges and universities and most other companies want to deliver. Here's a guarantee: if marketers at your organization sit around a table and try to name the top tasks that potential customers want to complete, the chances of getting them right are not very high.
Read this book. Soon. And try to get the primary stakeholders in your organization to read and discuss it as well.
May 16, 2021
The book is ok... but outdated to some extent. Some aspects on digital transformation are touched, such as customer centricity, using Big Data and analytics. But all of this is provided from a perspective of website design, information architecture and intraservices. It was all about how to make the tasks on using the system easy to access and complete. In year 2021 you need to think beyond that when it comes to digital transformation.
Overall, book is a "scrambled eggs" breakfast or fast snack. It has nutrition, it has info that is provided there and there in some form, it is good to start the day perhapd... But, there are better books out in the wild for your more valuable time and "nutritional needs" for digital transformation.
Overall, book is a "scrambled eggs" breakfast or fast snack. It has nutrition, it has info that is provided there and there in some form, it is good to start the day perhapd... But, there are better books out in the wild for your more valuable time and "nutritional needs" for digital transformation.
August 3, 2018
Recommended if you work in "digital".
August 2, 2023
Useful insights into previous digital transformations such as proper mentality and prioritization. Knowledge can be applied to current digital transformation as well.
Displaying 1 - 5 of 5 reviews