The Fluid Consumer by Teo Correia

Author:Teo Correia
Language: eng
Format: epub
Publisher: Redline Verlag
Published: 2016-09-19T16:00:00+00:00

Chapter Five

The Four Pillars of Digital Growth

The act of planning how your brand might become a trusted, desired asset in the lives of Fluid Consumers – as difficult as it is – pales by comparison with the act of producing that scenario, and reproducing it, seamlessly and consistently. What’s needed is an approach that considers how the entire organization must align to make the vision of an optimal consumer-brand journey a reality.

In other words, serving the Fluid Consumer isn’t just about designing the consumer-brand journey. It is also about designing the channel-strategy connection (so that your products move efficiently to consumers when and where they want them), designing to deliver on your goals (with improved analytics, a connected workforce, and more efficient manufacturing) and also designing to fund the sorts of initiatives that will propel your company forward. It takes these four “pillars” together to fuel successful and sustainable growth.

While it’s true that any step that leverages digital technologies is a step in the right direction, for many organizations a bigger change initiative is the only option that really positions the company for long-term success. Ironically, the purpose of the change initiative will be to build a digitally enabled capability to handle constant change.

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