McDonald’s is among the best known brands in the world, but over the past years it has been facing new challenges, such as the heavy pressure to be more transparent about its food and processes.

Meanwhile some of the competition has been heavily investing in digital, while McDonald’s mostly remained at the sideline and allowed others like Starbucks and Subway to take the lead. Recently however, it has been working hard on its Digital Transformation. McDonald’s wants to re-invent the customer experience for the digital age, here is how they are doing so far:
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We talk a lot about disruption and the need for companies to transform for the digital age. We help them to create a long-term vision and a short-term actionable plan to achieve this.
Most companies have plenty of ideas to transform, but executing them is a different story, which requires people who take the lead in a permanent cycle of transformation. We researched companies that are leading by example in the Digital Transformation space and came up with an impressive list of Chief Digital Officers. Read More

This is why our 7th Digital Commandment is:


No matter how big you are as a company, always stay humble and keep an eye on the ball. Too many people in large companies are making fun of new or small players in their industry, instead of investigating what they are really up to. In many cases, execs are not even aware of their existence. Startups are thriving on this arrogance of traditional companies. Digital has enabled them to bring multinationals to their knees.

Derailed train

2 weeks ago we wrote about who should lead your Digital Transformation. No matter how amazing this person might be, he or she cannot do this transformation alone. Buy-in from the top and the board of directors is necessary, but it won’t be enough either. To book real results, you will need a Digital Leadership team.

In our workshops this is often formed by (part of) the group of attendants, but since most of you haven’t done Digital Transformation workshops, we’ll explain how we see this team below to help you form yours.

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A while ago we wrote about the range of consequences that could be introduced by Google getting their self-driving cars rolling. The implementation of this new technology would change (or even destroy) a serious amount of jobs and industries. Taxi drivers, car repairers, media enterprises and advertising businesses are only a few of the victims of this digital disruption. What about the insurers?

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Harvard business reviewLast month, Harvard Business Review published an article on why we need better managers to deal with Digital Transformation. In their post they mentioned several of the aspects that the digital leadership in your company needs to excel at:

Creating a transformative vision of how your firm will be different in the digital world.
Engaging employees in making the vision a reality.
– Channeling an organization’s energy through digital governance.
Breaking down silos at the leadership level to drive digital transformation together.

We agree with many of the things that are mentioned, but the question is: how do you find this digital leadership?

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The (mental) age of your company is one of the first things you will be confronted with when you deal with digital transformation. The bigger the company you work for, the higher the chance that it is an “old” company, with a leadership structure that is much older than the average of the market.

This is a first indication of how large the distance might be between how your company thinks and how your market thinks. As the image below shows, we are often confronted with a situation in which the average age of all the people in your company is substantially higher than the average age of your market. Read More

We’ve been talking about digital transformation for a while now and one of the things we’ve noticed is that many people still underestimate the impact of digital disruption. Most people manage to see the direct impact, but if you want to be ahead of the rest, you need to anticipate the indirect changes in the long term as well. We’ll explain it through an example here.

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