From the course: Organization Design
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Assess organization gaps and strengths
From the course: Organization Design
Assess organization gaps and strengths
I was in a meeting with a new client, the division president for a global consumer healthcare company. And she said, "Our marketing is just too slow. "We're not making progress with young consumers. "We need a Chief Digital Officer." She was clear about what needed to change. This is a common scenario. Business leaders tend to be action-oriented. They see a problem and want to solve it. But we have to be careful we're solving for root causes, not just symptoms. In her case, the strategy was clear. The company would win more market share not just through excellent products but by engaging consumers digitally through education forums, social media communities, and direct sales. The needed capabilities were also clear. New organizational muscle was needed in digital marketing. People and decision processes that could move as fast as today's consumer. A Chief Digital Officer might be part of the solution, but I was fairly sure it wasn't the whole answer. So I contracted with her for an…
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