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The Digital Innovation Playbook: Creating a Transformative Customer Experience by Nicholas J. Webb

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Chapter 2

The Digital Sandbox

PLAY, LISTEN, INVENT, AND DEPLOY FOR A SUCCESSFUL STRATEGY

We defined innovation and then discussed the basics of digital communication in Chapter 1, Mastering Digital Innovation. We know innovation is the process of creating exceptional customer value through active listening, with an emphasis on the vital words exceptional, value, and listening. We also know communication is king in the digital world, and a commitment to an open culture based on real-time, data-rich dialogue must tie into your innovation platform. Now let's talk strategy.

Is it possible that a single technique could facilitate a full and integrated digital strategy that succeeds every time? The answer is yes! The problem is most organizations have some degree of success in their digital initiatives. And because they're having some success, they're unaware that their digital strategy is incomplete, operating with a high level of inefficiency and ultimately delivering substandard results.

Because analogies can be so effective, I've often described the digital and social media world as the Digital Sandbox to clients. There are four components of the digital sandbox: Play, Listen, Invent, and Deploy. These four components must all be in play in order for your digital strategy to work. (See Figure 2.1.)

Figure 2.1 The Digital Sandbox

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Let's start with play. The best way to look at play ...

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