Transform: 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 sTransform: 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 asks: "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....
|Title||:||Transform: A Rebel's Guide for Digital Transformation|
|Number of Pages||:||210 Pages|
|Status||:||Available For Download|
|Last checked||:||21 Minutes ago!|
Transform: A Rebel's Guide for Digital Transformation Reviews
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.