Quick Guide to Resources
Welcome to the web site for readers of The Wall Street Journal bestselling book Winning Digital Customers: The Antidote to Irrelevance.
This page provides a listing of the most important supplemental resources for each chapter of the book.
You can also access individual pages for each chapter either from the links on this page or the chapter menu. These "chapter pages" also contain sharable material as well as a tool to ask questions of the author on the topic of any given chapter.
We hope you find both the book and web site useful in your journey of digital transformation!
1 You Have a Problem
In this chapter, Howard explains the "problem" faced by legacy brands today: a lack of "customer love."
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2 What is Digital Transformation
In this chapter, Howard goes beyond the buzzword to explain what digital transformation really means.
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3 Is Digital Transformation Required?
This chapter assesses the question of whether digital transformation really is required for a business to survive.
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4 What Does Being Digitally Transformed Look Like?
This chapter further examines what exactly differentiates a digitally transformed company.
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5 Customer Centricity Is the Key to Business Results
This chapter explains why a customer-centric approach is vital to digital success.
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6 Research Questions
This chapter introduces the customer research process, guiding you through creating a first-pass segmentation of your customers and identifying a strategic set of questions that your research will seek to answer.
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7 Indirect Customer Research
This chapter describes how to identify potential sources of customer insight that may already exist, either at your enterprise (such as historical transaction data) or out in the world (such as third-party studies) and how to leverage them effectively.
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8 Direct Customer Research
This chapter provides a methodology for conducting structured research interactions directly with your customers that generate volumes of insight with good accuracy and in an efficient manner.
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9 Synthesis of Research Into Customer Personas
This chapter describes how to take all of your learnings from both direct and indirect research and synthesize them into highly digestible infographics that communicate key insights about each type of customer.
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10 Current State Journey Mapping
This chapter documents how to define the major steps customers go through in the course of their interactions with your brand and how to map out where customers’ needs are and are not being met today.
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11 Composing Your Future State Journey
This chapter will teach you how to draft a new vision of the step-by-step experience for customers, illustrating how previous customer pain points can be transformed to create new delight.
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12 Implementation Considerations
This chapter provides an overview of some of the major themes you will need to consider as part of your overall plan for implementing your future state customer journey.
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13 Developing Breakthrough Products and Services
This chapter outlines how to approach product development, recapping the well-known Design Thinking 1.0 methodology and then introducing Howard's updated version of the process, entitled Design Thinking 2.0.
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14 Design Thinking 2.0: Pre-Ideation Activities
This chapter describes what you need to do to ensure your team is well-equipped before embarking on new product ideation.
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15 Design Thinking 2.0: Ideation
This chapter explains in detail how to conduct an impactful ideation session with your team, laying out key proven practices.
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16 Design Thinking 2.0: After the Ideation
This chapter lays out what your team needs to do once brainstorming is complete to make the most of the process.
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17 Areas of Optimization
This chapter provides insights into the optimization process and a structure for identifying the various areas of possible optimization
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18 The Optimization Process
This chapter outlines a robust, step-by-step methodology for approaching, finding, and fixing the “quick hits" that are a crucial part of demonstrating the value of digital transformation to your organization.
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19 Overcoming Enterprise Resistance to Change
This chapter focuses on the challenge of organizational resistance to change—why it occurs and how to overcome it.
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20 Transformational Leaders & Teams
This chapter focuses on the types of leaders you need to assemble for the transformation and provide guidance on how to structure the multidisciplinary teams needed.
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21 The Road Ahead: Your 90-Day Action Plan
The final chapter tees up some important ideas for your plan going forward.