My new book is written (in Portuguese) and Casa do Código, the editor, confirmed that it will be available for order on Nov 24th! 🙌
The book’s title is “Digital transformation and product culture: how to put technology at the center of your company’s strategy”.
Here’s the cover, I liked it!
And here is, first hand, the introductory chapter “about the book” to give a little more information about the subjects I covered in my newest work.
Only 7% of companies have digitally savvy leadership teams. This is one of the findings of a study by researchers at the CISR (Center for Information Systems Research) at MIT Sloan and published in the March 2021 issue of the MIT Sloan Management Review (WEILL et al., 2021). The study was conducted with almost 17,000 executives from 1,984 large global companies. Among the companies studied, the average leadership team size is 9 members. Overall, only 17% of these team members are digitally savvy.
Being digitally savvy means having an understanding, developed through experience and education, of the impact that emerging technologies have on business success.
Other interesting findings from this study:
According to the study, having a digitally experienced C-level directly impacts the outcome. For example, a digitally savvy CEO paired with a digitally savvy CFO who, rather than acting as a gatekeeper, can help identify which digital investments have the potential to drive breakthrough performance, are associated with a 6.7 point increase percentages (p.p.) in revenue growth.
In this study, the authors compared the performance of the top 25% of digitally savvy leadership teams to the bottom 25%, and the differences are striking:
|25% of Leadership Teams Most Digitally Experienced||25% of Leadership Teams with Less Digital Experience|
|% of revenue from new products launched in the last three years||59%`||18%|
|% of revenues from cross-sell||53%||15%|
|Shift from command-and-control orientation to collaboration and communication-focused orientation||83%||28%|
|Having people feel responsible for the results generated||85%||41%|
|IIncentive to innovation||85%||30%|
It is clear the impact that using this digital experience can have on a company’s bottom line.
The product management function, well known in the world of startups and technology companies, has the main objective of making the connection between the company strategy and the problems and needs of customers through digital technologies. Product people are digitally savvy people with a deep understanding, developed through experience and training, of the impact digital technologies have on business success.
The idea of writing a book on digital transformation came from my experience leading the digital transformation of Lopes Consultoria de Imóveis, a leading real estate consulting company in the Brazilian market for buying, selling, and renting properties.
The company was founded in 1935, carried out its IPO in December 2006 on B3, the Brazilian stock exchange headquartered in the city of São Paulo, and, in October 2019, carried out a follow-on, which is the issue of more shares for trading on the capital market, in the amount of R$ 147 million, whose funds raised would be focused on the company’s digital transformation.
In mid-2020, I received an invitation to lead Lopes Labs, Lopes’ technology and innovation hub whose mission is “Provide the ideal match between client, property, and broker through the digital empowerment of all parties: end client, broker, franchises, owners and developers”.
I accepted the invitation motivated by the opportunity to understand whether my lessons and experience accumulated in almost 30 years working in technology companies could be useful in a traditional company that was seeking digital transformation.
I led Lopes Labs for 2 years and not only confirmed the usefulness of my experience and learnings in a digital transformation, but I was able to learn a lot about the subject. I even understood that this was not my first experience in a digital transformation. Throughout my career, I went through several moments that can be seen as digital transformation.
Gympass, despite its tech company aura it always had, hasn’t always used digital in the best way. When I joined Gympass in mid-2018, the company already had 800 employees, of which 150 were in Europe, 150 in the United States, and the rest in Latin America, mostly in Brazil. However, only 35 people made up the product development team, including engineers, product designers, product managers, and data analysts. As a result, most processes were manual, and there was a sizable operations team to perform these manual processes.
Locaweb is a company that has technology as the core of its products. Its first product was web hosting. When I joined them in 2005, the company was already 7 years old, but we were developing products the old-fashioned way, using the waterfall model. It was only in 2007 that we began to transform the way we made products, being one of the first companies in Brazil to adopt agile methodologies and digital product management principles.
What is digital transformation? Transformations are often difficult; So what motivates a company’s desire to want to go through with it? What is needed to increase the chances of success of a digital transformation? How does digital transformation apply to different types of companies?
These are the themes I will address in this book, sharing my learnings in the hope that they will be helpful so that more people can lead successful digital transformation processes.
All companies are already or will eventually make use of technology and digital products to improve their daily lives, get closer to their customers and improve their efficiency.
This book will be useful for leaders of these companies who are looking to extract more results from their investments in digital transformation and, in particular, for the people who are tasked with planning and executing this transformation.
Any transformation usually requires a high effort, especially when it involves changes in behavior. In this book, I will talk about the behavioral changes needed to increase a company’s digital maturity, not only for the people tasked with planning and executing this transformation but for everyone in the company that plans or is undergoing a digital transformation. Therefore, this book may also be helpful for these people, since digital transformation does not happen only in one area, but in the entire company.
Digital transformation may even have a beginning, but it has no end since digital technologies are constantly evolving. For this reason, even people who work in digitally mature companies can benefit from reading this book, reviewing concepts with a new eye to assess whether the company can take even more advantage of these technologies.
The book is divided into 4 main parts:
Each chapter has a “Summary” section at the end, which is intended to be a quick guide to the content of each chapter to help you quickly review it before moving on.
The Recommendation sections at the end of each chapter are new to this book over my previous books. They are intended to highlight some important aspects of the chapter to be considered by people who have little experience using digital technologies in their day-to-day business.
That’s it, I hope the book is useful on your journey. 11/24, at Casa do Código’s site in Portuguese. I’m planning to publish an English version of the book during 1st half of 2024.
My newest product is the In-company Product Management Continuing Education Program, to help you and your team increase your knowledge about product management concepts, principles, and tools and, consequently, increase the success rate of your digital product endeavors.
This product is made up of 3 elements:
Sessions can be in-person or remote! Check out what people are saying about my services.
I’ve been helping companies and their leaders (CPOs, heads of product, CTOs, CEOs, tech founders, and heads of digital transformation) bridge the gap between business and technology through workshops, coaching, and advisory services on product management and digital transformation.
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Do you work with digital products? Do you want to know more about managing a digital product to increase its chances of success, solve its user’s problems, and achieve the company objectives? Check out my Digital Product Management bundle with my 3 books, where I share what I learned during my 30+ years of experience in creating and managing digital products:
You can also acquire the books individually by clicking on their titles above.