1st Edition

Get Fit for Digital Business A Six-Step Workout Plan to Get Your Organisation in Great Shape to Thrive in a Connected Commercial World.

By Rob Laurens Copyright 2019
    182 Pages 20 B/W Illustrations
    by Routledge

    Is your organisation in good shape for today’s digital world? Has it effectively changed the way it works to keep up with the new connected consumer? Or is it still stuck on the digital business basics, losing relevance and falling behind in the race for customers?

    Get Fit for Digital Business will help you to assess where you are now, where you need to go and how you can get there. Leaning on two decades of business transformation experience, Rob Laurens describes the difference between just doing digital and being digital. He provides a practical six-step process that any leader can use to accelerate change, seize the opportunities and counter the threats that digital technology brings.

    This is people-first business transformation for the real world; the way to build core strength, speed and agility throughout your organisation. Free from digital jargon and corporate gobbledegook, it’s a complete framework for leaders who don’t have time for an MBA in digital business – but who do want to get their teams in great shape to survive and thrive in a digital world. Get Fit for Digital Business will help you to create an enterprise that is not just more productive and profitable, but also happier and healthier – leaving you and your team feeling and performing better in every department.

    ACKNOWLEDGEMENTS, CONTENTS, FORWORD, PART I: INTRODUCTION, The only constant is change, Along came a spider, Social services, Mobilising for a new world, Confronting the challenge of change,What is digital anyway?, Doing versus being, Why versus how, Size matters, Digital transformation?, Survival of the fittest, PART II: THE PROCESS, Six steps to get fit for digital business, Step 1: Owning the moment of truth, Step 2: The fitness assessment, Step 3: Visualisation, Step 4: Warming up, Step 5: The Digital Fitness Roadmap, Step 6: Tracking progress, PART III: THE PROGRAMME, The six components of digital business, Component 1: Mindset, Commit to fit, Disrupt yourself, Get in the zone, Resistance training, Release endorphins, Plan to succeed, Component 2: Core strength, Clarity at the core, Know your audience, Know how they buy, Know the market, Know your purpose, Know your values, Component 3: Skills, Marketing and sales skills, Creative skills, Specialist skills, Inhouse skills, Soft Skills, Talent management skills, Component 4. Power, Power of the cloud, Power tools, The technology tower of power, Power to choose, Power of the team, Power of content, Component 5. Data, Define, Align, Mine, Refine, Cloud nine, Confine, Component 6. Agility, Agile, Speed, Control, Flexibility, Balance, Coordination, PART IV: GET WITH THE PROGRAMME, Time to get in shape, EPILOGUE, REFERENCES AND BIBLIOGRAPHY, INDEX


    Rob Laurens is a speaker, coach and consultant specialising in digital business. He has held frontline and board roles in several mid-market companies, set up and run a digital agency in London, and led digital transformation across 104 SMEs worldwide as eCommerce Director at a FTSE 100 company.