Business change can be driven by a variety of factors, and each of these engines – culture, leadership, technology, data, and skills – can play a significant role in enabling and shaping the change process. Culture: The culture of an organisation – the values, beliefs, and behaviours that are shared and practiced by its employees – can influence the way that change is perceived and implemented. A positive, open, and agile culture can create a supportive environment for change, while a resistant or rigid culture may make change more difficult. Leadership: Strong and effective leadership is critical to driving business change. Leaders who can clearly communicate the vision and goals of the change, engage and empower employees, and create a sense of ownership and accountability can help to drive successful change. Technology: Technology can be a powerful enabler of business change, providing new tools and capabilities that can improve efficiency, drive innovation, and enhance customer experiences. However, it is important for businesses to carefully consider the impact of new technologies and to ensure that they are aligned with the overall goals and objectives of the organisation. Data: Data can provide valuable insights and support informed decision-making in the change process. By analysing data on customer needs, market trends, and business performance, businesses can identify opportunities for improvement and develop strategies to drive change. Skills: Having the right skills and capabilities within an organisation is essential for driving business change. This may involve developing new skills, such as data analysis or digital marketing, or upskilling existing employees to meet the changing needs of the business. Overall, successful business change requires a holistic approach that takes into account the interplay between these key engines. It also requires a clear vision, effective planning, and strong communication and execution. Shared vision and mission are important concepts in organizational leadership and management. A shared vision is a statement that describes the desired future state of an organization and the impact it aims to have on its stakeholders. It serves as a guiding principle for the organization and its members, and helps to align the efforts of different teams and individuals towards a common goal. A shared vision and mission is a powerful tool for organisations because it provides a clear direction and purpose, which makes it easier for employees to understand how their work contributes to the organisation’s overall goals and objectives. This in turn helps to increase employee engagement and motivation, leading to improved performance, and ultimately the achievement of organizational goals. According to [1], a shared vision “is to create something bigger than you — something others can relate to, believe in and even carry forward once you’re gone.” [2] also notes that “the only visions that take hold are shared visions—and you will create them only when you listen very, very closely to others, appreciate their hopes, and attend to their needs.” A mission statement, on the other hand, describes the organisation’s purpose and values. It answers questions about who the organization is, what it values, and where it’s going. According to [3], “90% of the 500 firms surveyed issue some form of mission and vision statements.” A mission statement is a brief statement that defines the overall goals and objectives of an organisation.

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Creating purposeful augmented value refers to adding value to your products or services in a way that aligns with your brand’s values and purpose.
This can involve finding ways to make your products or services more sustainable, socially responsible, or innovative in ways that resonate with your target audience and align with your brand’s mission.

Value proposition agile design and testing refers to the process of continuously iterating and refining your value proposition (the unique benefits and value that your brand offers to customers) through an agile and iterative process. This can involve designing and testing multiple versions of your value proposition to see which ones are most effective in driving customer engagement and loyalty. To implement value proposition agile design and testing, you can follow these steps:

• Define your target audience: Clearly understand the needs and preferences of your target audience and what they are looking for in a value proposition.
• Develop multiple value proposition concepts: Generate several different value proposition concepts that address the needs and preferences of your target audience.
• Test the value proposition concepts: Use a variety of methods, such as focus groups, surveys, and A/B testing, to test the effectiveness of each value proposition concept.
• Analyse the results: Analyse the results of the testing to understand which value proposition concepts are most effective in driving customer engagement and loyalty.
• Iterate and refine: Use the insights gained from the testing to iterate and refine your value proposition, and continue testing to ensure that it remains effective over time.

Digital and data augmentation. There are many examples of products and services that have been enhanced through the use of digital and data augmentation. Some examples include:

• Smart home devices: These products, such as smart thermostats, security systems, and lighting controls, use digital and data technologies to allow users to monitor and control their home environments remotely.
• Wearables: Fitness trackers and smartwatches use sensors and other digital technologies to track and monitor a user’s physical activity, sleep, and other health metrics. They may also use data analytics to provide personalised feedback and recommendations to help users improve their health and wellness.
• Virtual and augmented reality: These technologies use digital and data tools to create immersive and interactive experiences that can be used for entertainment, education, or training.
• E-commerce and online retail: Digital and data technologies are used to enable online shopping and the delivery of products and services to customers. This includes the use of data analytics to personalise product recommendations and optimise the customer experience.
• Personalised healthcare: Digital and data technologies are being used to enable personalised and precision medicine, allowing healthcare providers to tailor treatment and care plans to the specific needs of individual patients.
• Autonomous vehicles: Self-driving cars and other autonomous vehicles use a combination of sensors, data analytics, and machine learning algorithms to navigate and make decisions in complex and dynamic environments.

Brand experience design refers to the process of creating a consistent and cohesive brand image and customer experience across all touch points and channels. Here are a few key steps in the brand experience design process:

• Define your brand’s mission and values: Clearly communicate what your brand stands for and the values it represents.
• Develop a strong brand identity: Create a consistent look and feel for your brand, including elements such as your logo, website, social media, and product packaging.
• Understand your target audience: Research and understand your target audience, including their needs, preferences, and behaviours.
• Create a customer journey map: Identify the key touch points and interactions that customers have with your brand, and map out the customer journey.
• Design the brand experience: Use the customer journey map to design a cohesive and consistent brand experience across all touch points and channels.
• Implement and test the brand experience: Put the brand experience design into action and test it to ensure it is meeting the needs and expectations of your customers.

Connecting your value proposition to the dynamic context and journey of customers involves understanding their needs and motivations at different stages of their interaction with your business.
This can help you to tailor your messaging and positioning to more effectively appeal to your target audience and provide value at each stage of the customer journey.

Customer persona and journey mapping

A customer persona is a fictional representation of a specific segment of a company’s target audience. It is based on market research and data analysis and is used to better understand the needs, behaviours, and decision-making processes of that audience. A customer journey map is a visual representation of the steps a customer goes through in interacting with a company, from awareness of a need or problem to post-purchase evaluation. It helps companies understand the customer’s perspective and identify pain points or areas for improvement in the customer experience. Together, customer personas and journey mapping can help companies create more effective marketing and customer service strategies.

Marketing engagement strategies are tactics that companies use to connect with and engage their target audience. Some examples of marketing engagement strategies include:

• Content marketing: Creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
• Social media marketing: Using social media platforms to connect with customers and promote products or services.
• Influencer marketing: Partnering with influential people or organisations to promote a product or service.
• Email marketing: Sending targeted and personalised emails to potential or existing customers to promote a product or service.
• Event marketing: Hosting or participating in events to promote a product or service and build brand awareness.
• Interactive marketing: Creating interactive experiences, such as quizzes or games, to engage and educate customers about a product or service.
• Personalisation: Using customer data to create personalised marketing messages and experiences.

Personalisation at a global scale refers to the use of customer data to create personalised marketing messages and experiences for customers around the world. This can be challenging due to cultural and linguistic differences, as well as the need to adhere to different privacy regulations in different countries. To effectively personalise at a global scale, companies may need to:

• Collect and analyse customer data from a variety of sources, including online and offline interactions, to gain a comprehensive understanding of customer preferences and behaviours.
• Use translation and localisation tools to ensure that personalised content is appropriate for the cultural and linguistic context in which it is being presented.
• Implement robust data protection and privacy measures to ensure compliance with different regulations around the world.
• Continuously test and optimise personalised experiences to ensure that they are effective and relevant to customers in different regions.

By successfully implementing personalisation at a global scale, companies can improve customer satisfaction and loyalty, and drive sales by providing relevant and personalised experiences to customers around the world.

Brand performance. There are many ways to measure the performance of a brand. Some common metrics include:

• Brand Awareness: This refers to the extent to which people are familiar with a brand and can recognize it.
• Brand Perception: This refers to how people think about a brand, including their feelings and associations with it.
• Brand Equity: This refers to the value that a brand adds to a product or service. It is often measured by the price premium that a product with a strong brand can command over a similar product without a strong brand.
• Customer Loyalty: This refers to the extent to which customers are committed to and will continue to purchase from a brand.
• Customer Satisfaction: This refers to the degree to which a brand’s products or services meet or exceed customer expectations.
• Net Promoter Score (NPS): This is a measure of how likely customers are to recommend a brand to others. It is calculated by asking customers to rate the likelihood that they would recommend a brand on a scale of 0 to 10, and then subtracting the percentage of customers who gave a rating of 0-6 (detractors) from the percentage who gave a rating of 9-10 (promoters).

There are many other metrics that can be used to measure brand performance, depending on the goals and objectives of the brand.

Business model innovation refers to the creation of new ways of creating, delivering, and capturing value in a business. This can involve changing the way a company produces and sells its products or services, the way it generates revenue, or the way it interacts with customers. Business model innovation can be an important driver of competitive advantage, as it allows companies to differentiate themselves from their competitors and create new sources of value for their customers. It can also help companies to adapt to changing market conditions and customer needs, and to stay ahead of emerging trends.

There are many ways that businesses can innovate their business models. Some examples include:

• Creating new products or services that meet unmet customer needs
• Developing new distribution channels to reach customers more effectively
• Using digital technologies to create new customer experiences or to streamline internal processes
• Partnering with other companies to create new value propositions
• Experimenting with different pricing models, such as subscription-based or pay-per-use models

Business model innovation requires a mindset of continuous learning and experimentation, and a willingness to take risks and embrace change. It also requires a deep understanding of customer needs and the market in which the business operates.

Business ecosystems are networks of organisations, including companies, suppliers, customers, and other stakeholders, that interact and influence one another in order to create and deliver value.

In a business ecosystem, each organization plays a specific role and contributes to the overall value chain, either directly or indirectly. For example, a company may rely on suppliers for raw materials, and sell its products to customers through distribution channels. The company may also interact with regulatory bodies and other stakeholders, such as local communities or industry associations.

Business ecosystems can be found at various levels, from local to global. They can be complex and dynamic, with many different players and relationships.

The concept of a business ecosystem is often used to describe how companies operate in a modern, interconnected world, where they are not operating in isolation but rather as part of a larger system. Understanding the business ecosystem can be important for companies seeking to create and capture value, as it allows them to identify opportunities and navigate the competitive landscape. It can also help companies to identify potential risks and manage their relationships with other stakeholders.

The digitisation of business functions refers to the process of using digital technologies to automate and optimise various business processes. This can involve the use of computers, software, and other digital tools to improve efficiency, reduce errors, and increase speed and accuracy. There are many business functions that can be digitised, including:

• Data management: Digital technologies can be used to collect, store, and analyse data, enabling businesses to make data-driven decisions and to gain insights into their operations and customers.
• Communication and collaboration: Digital tools such as email, instant messaging, and video conferencing can enable businesses to communicate and collaborate more effectively, even when employees are working remotely or across different locations.
• Marketing and sales: Digital marketing technologies such as social media, email marketing, and customer relationship management systems can help businesses to reach and engage with customers more effectively.
• Supply chain management: Digital tools such as enterprise resource planning (ERP) systems can help businesses to manage and optimise their supply chain processes, including procurement, inventory management, and logistics.

Digitisation of business functions can bring many benefits, such as increased efficiency, reduced costs, and improved customer service. However, it also requires investments in digital infrastructure and training of employees, and can raise concerns around data privacy and security.

Data sets into business assets. Data sets can be valuable assets for businesses, as they can provide insights and inform decision-making. There are many ways that businesses can turn data sets into assets:

• Analysing data sets to gain insights: By analysing data sets, businesses can identify trends, patterns, and relationships that can help them to better understand their customers, markets, and operations. This can lead to improved decision-making, more targeted marketing efforts, and increased efficiency.
• Using data sets to inform product development: Businesses can use data sets to identify opportunities for product innovation and to better understand customer needs and preferences.
• Monetising data sets: Some businesses generate revenue by selling access to their data sets to other organisations, either directly or through data marketplaces.
• Using data sets to improve the customer experience: By analysing data sets, businesses can identify opportunities to improve the customer experience and increase customer satisfaction.

To turn data sets into valuable assets, businesses need to have the infrastructure and capabilities in place to collect, store, and analyse large amounts of data. This often involves investing in data management systems and hiring data analysts or data scientists. It is also important for businesses to have a clear understanding of how they can use data to achieve their goals and to have the necessary governance and compliance measures in place to protect the privacy and security of data.

Digital marketing factory is a term used to describe a model of digital marketing that is highly automated, data-driven, and focused on efficiency. It is designed to produce and deliver marketing content and campaigns at scale, using a combination of technology, processes, and human expertise.

In a digital marketing factory model, marketing activities are typically organised around a set of standardized processes, which are supported by a range of digital tools and platforms. These may include content management systems, analytics and tracking tools, customer relationship management systems, and social media platforms. The goal of a digital marketing factory is to streamline and optimise marketing activities, enabling businesses to reach and engage with customers more effectively. This can involve targeting specific segments of the customer base, personalising marketing messages, and testing and refining campaigns to improve their effectiveness. The digital marketing factory model requires a strong focus on data and analytics, as well as a culture of continuous improvement and experimentation. It also requires a high level of integration between different marketing functions and a focus on collaboration and teamwork.