Four things a Digital Transformation is NOT

  Digital Transformations are all the rage nowadays – at least talk about them is. Eighteen months ago whilst working for a big ad agency here in Singapore we pitched a global digital engagement to a big FMCG prospect. “Let’s call it a ‘transformation’”, I said. No objections there and so we went in all guns blazing with details of just how we’d accomplish that. […]

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User Personas – more important than ever

Several years ago whilst working at one of the world’s largest design companies the idea of ‘customer centricity’ was not merely an important notion or guideline – it was one of the core founding principles of almost everything we did. Indeed, Design Thinking has the ‘customer’ as one of its three underpinning pillars. To help us understand and relate to our customers we created customer […]

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