Customer Network Strategy Generator

1. Objective Setting
Direct objectives Higher-order objectives

2. Customer Selection & Focusing

Segments Unique objectives, value prop, barriers

3. Strategy Selection

ACCESS ENGAGE CUSTOMIZE CONNECT COLLABORATE

4. Concept Generation

5. Define Impact

© 2016 David L. Rogers  Excerpted from The Digital Transformation Playbook
(Columbia Business School Publishing) Visit www.digitaltransformationplaybook.com
 Example: 
Platform Business Model Map 
(Facebook)

Users
(linchpin)

social interaction,  social interaction, 
content, apps $ for apps, audience
(networking  ($ share for apps, data)
tools)

audience  audience
(viral distribution) (targeting tools)

Publishers Facebook Advertisers

(platform) (primary payer)
(sweetener) content  ($ for audience)
(user stickiness)

$ for apps apps
(viral distribution) (user stickiness)

App 
Developers
(payer)

© 2016 David L. Rogers  Excerpted from The Digital Transformation Playbook
(Columbia Business School Publishing) Visit www.digitaltransformationplaybook.com
 Example: Competitive Value Train (HBO)

HBO Now (direct service)

Show  Cable  Viewing 

HBO
creators companies audience

ORIGINATOR PRODUCER DISTRIBUTOR CONSUMER

© 2016 David L. Rogers  Excerpted from The Digital Transformation Playbook
(Columbia Business School Publishing) Visit www.digitaltransformationplaybook.com
 Data Value Generator
1. Area of Impact and KPIs

2. Value Template Selection

Insight Targeting Personalization Context

3. Concept Generation

4. Data Audit
Current data Needs gaps New sources

5. Execution Plan
Technical solution Business processes Proof of concept

© 2016 David L. Rogers  Excerpted from The Digital Transformation Playbook
(Columbia Business School Publishing) Visit www.digitaltransformationplaybook.com
 Convergent Experimental Method
1. Define the Question and Its Variables
Question statement Independent & dependent variables

2. Pick Your Testers

3. Randomize Your Test and Control

4. Validate Your Sample

Unit of analysis n=? Signal-to-noise

5. Test and Analyze

6. Decide

7. Share Learning

© 2016 David L. Rogers  Excerpted from The Digital Transformation Playbook
(Columbia Business School Publishing) Visit www.digitaltransformationplaybook.com
 Divergent Experimental Method
1. Define the Problem
PREPARATION

2. Set Limits
Time Money Scope

3. Pick Your People

4. Observe

5. Generate More than One Solution

ITERATION

6. Build an M.V.P.
Minimum cost Maximum learning

7. Field-Test

8. Decide
Proceed Pivot Prep to launch Pull the plug
ACTION

9. Scale Up 10. Share Learning

Four paths to scaling

© 2016 David L. Rogers  Excerpted from The Digital Transformation Playbook
(Columbia Business School Publishing) Visit www.digitaltransformationplaybook.com
 Value Proposition Roadmap

1. Identify Key Customer Types by Value Received

OVERALL

2. Define Current Value for Each Customer

Value elements Overall value proposition

3. Identify Emerging Threats

New tech Changing needs Competitors & substitutes

4. Assess the Strength of Current Value Elements

PER CUSTOMER

5. Generate New Potential Value Elements

New tech Socio-cultural / business trends Unmet needs

6. Synthesize a New Forward-Looking Value Proposition

4-tiered elements Overall val prop Areas for innovation

© 2016 David L. Rogers  Excerpted from The Digital Transformation Playbook
(Columbia Business School Publishing) Visit www.digitaltransformationplaybook.com
 Disruptive Business Model Map
Challenger Incumbent
Customer

Value Proposition Value Network

Generatives Components

Differential Differential

Two-Part Test
Radically displace value? Barrier to imitation?

© 2016 David L. Rogers  Excerpted from The Digital Transformation Playbook
(Columbia Business School Publishing) Visit www.digitaltransformationplaybook.com
 Disruptive Response Planner

Customer Trajectory Disruptive Scope Other Incumbents

Outside-in v. Inside-out Use case Value train
Who’s first Customer segments Substitution
Next + triggers Network effects Laddering

Six Incumbent Responses

Becoming the disrupter Mitigating losses
Acquire Refocus
Launch Diversify
Split Exit

© 2016 David L. Rogers  Excerpted from The Digital Transformation Playbook
(Columbia Business School Publishing) Visit www.digitaltransformationplaybook.com