digital strategy through innovation – why its practice should mirror a coral reef
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8/7/2019 Digital Strategy through Innovation Why Its Practice Should Mirror a Coral Reef
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@gogpjc \pxjpiow pfxdyof Gkkdujpgdk _fw Gp| Rxjlpgli
\fdyc` Ngxxdx j Ldxjc Xiie
Jxpglci egx|p ryhcg|fi` j| @gogpjc \pxjpiow pfxdyof Gkkdujpgdk _fw Gp| Rxjlpgli \fdyc`
Ngxxdx j Ldxjc Xiiedk Hcdolxgpgl|+
_fik i xi|ijxlf pfi fg|pdxw de gkkdujpgdk jk` gk fjp |gpyjpgdk| gp ecdyxg|fi|# i`g|lduix pfjp |iuixjc pwri| de ldccjhdxjpgui ldk`gpgdk| |yrrdxp ki g`ij| jk` gkuikpgdk|+J xilikp Fjxujx` Xiugi |pdxw kdpi` pfjp ldccjhdxjpgdk j| j aiw gkoxi`gikp edxgkkdujpgdk+ _gpf pfg| gk ngk`# fd ljk i y|i pfi|i drpgnjc ldk`gpgdk| pd lxijpi xglfrxdei||gdkjc ivrixgikli| jk` xi|dyxli| edx hippix `gogpjc |pxjpiow gkkdujpgdk4
\piuik Mdfk|dk# gk fg| xilikp hdda_fixi Odd` G`ij| Ldni Exdn# pfidxg}i| pfjp pdivjnrci| de pfi|i ikugxdknikp| gklcy`i cjxoi lgpgi| &yxhjk ldnnykgpgi|'# jk` pfi _ih+_fw4 Hiljy|i kynixdy| ldkkilpgdk| jxi nj`i jk` xingvi` gk pfi|i `ik|icw rdrycjpi`
ikugxdknikp|# pfi xi|ycp higko j |dxp de fwhxg` nicpgko rdp de g`ij| jk` |dcypgdk|+
\dyxli= R\EA
_fjp jxi pfi hikiegp| de ldccjhdxjpgdk gk pfi `gogpjc |pxjpiow rxdli||4 Odd` `gogpjc|pxjpiow g| depik hi|p lxijpi` gk jk drik ikugxdknikp# kdp j ujlyyn# fixi pijn|
xirxi|ikpgko ujxgdy| hy|gki|| |rilgjcg}jpgdk| dxa pdoipfix+ Pfg| jw# odd` gkkdujpgdk g|kdp ldnrxdng|i`# jk` ldkecglp| gk |pxjpiow# `i|gok# jk` pilfkdcdow ljk hi duixldni hwhippix gkkdujpgdk jk` dxajxdyk`|# xjpfix pfjk fjugko odd` g`ij| ivlcy`i` gk pfi ik`+
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8/7/2019 Digital Strategy through Innovation Why Its Practice Should Mirror a Coral Reef
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\dyxli= R\EA+ldn
@gogpjc \pxjpiow rcjkkgko xizygxi| hxdj` hy|gki|| akdci`oi jk` `gogpjc njxaipgkoivrixgikli# gklcy`gko hy|gki|| |pjxpyr ivrixgikli+ \pjxpyr ivrixgikli g| ujcyjhci hiljy|i
de pfi `wkjngl ej|p.rjli` lycpyxi de |pjxpyr|# fglf rxdug`i| drrdxpykgpw pd hipilfkgljccw jk` lxijpguicw gkuikpgui jk` egkjklgjccw xi|dyxlieyc &j xizygxinikp edx njkwhxjk` ljnrjgok|'+ \pjxpyr| jxi depik xizygxi` pd cjyklf rxd`ylp| jk` |ixugli|1 pfigx |njccgkpik|i hy|gki|| pijn| zyglacw `iuicdr ivliccikp lxd||.rcjpedxn ldccjhdxjpgdk |agcc|+
\d gk rxjlpgli# pfi `gogpjc |pxjpiow rcjkkgko rxdli|| |fdyc` ngxxdx pfi ldxjc xiie= jkikugxdknikp fixi `geeixikp edxn| de gkedxnjpgdk jk` ivrixgikli# |ylf j| ni`gj# g`ij|#`gogpjc jk` ciojlw ni`gj ivrixgikli|# hy|gki|| drixjpgdk|# pilfkdcdow xi|ijxlf &pxik` jk`kdk.pxik` pwri|'# jk` |pxjpiogi| |fdyc` hi gkpioxjpi`+ Wdyx rix|dkjc `gogpjc |pxjpiowlikpix de ivliccikli pfik hildni| j ldnrcipi xi|dyxli pddchdv edx hippix jk` ndxigk|gofpeyc `gogpjc |dcypgdk| jk` gkkdujpgdk+
Edx ivjnrci# gk j fijcpfw ldxjc xiie# }ddvjkpficcji ljk rxdug`i yr pd 72) de j ldxjc|ikixow xizygxinikp|1 pfg| |wnhgdpgl xicjpgdk|fgr ikjhci| ldxjc| |ylli|| j| xiie.hygc`gkodxojkg|n| gk pxdrgljc jpix|+ \dnipgni| hy|gki||i| `d kdp jccd edx lxd||.`irjxpnikpldccjhdxjpgdk jk` hxdj` xi|ijxlf `yxgko pfi `gogpjc |pxjpiow rcjkkgko |pjoi+ Pfi xi|ycp= pfi|pxjpiog|p g| xizygxi` pd rxd`yli j |pxjpiow xirdxp jk` cjyklf jk` gnrcinikp j pgnicgkihiedxi rxdrix njlxd jk` nglxd xi|ijxlf g| ldnrcipi+
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Jk ikugxdknikp pfjp pxycw |yrrdxp| gkkdujpgdk jp pfi `gogpjc |pxjpiow ciuic |fdyc` drixjpicgai pfi }ddvjkpficcji# ldxjc# jk` pfi rjxxdp eg|f# kdp ldnripgko hyp ldccjhdxjpgko#hdxxdgko jk` xigkuikpgko ijlf dpfix| dxa dk j nglxd jk` njlxd ciuic+ Edx ndxi dkgkkdujpgdk |ii \piuik Mdfk|dk| hdda xieixikli` jhdui+
Ldccjhdxjpgui ikugxdknikp| jccd edx g`ij| pd `iuicdr# cgai pfi Gkpixkip jk` pfi _ih `d+Pfi _ih j| `iuicdri` pfxdyof j ldccjhdxjpgui ieedxp de jlj`ingl| jk` gpfoduixknikp eyk`gko+ Dkli pfi jlj`ingl jk` rxgujpi |ilpdx| ljni pdoipfix# dkcw pfikldyc` pfi |pxikopf de pfi Gkpixkip$_ih ldni gkpd ivg|pikli+
Ge wdy pjai j cdda jp `gogpjc |pxjpiow exdn j njlxd rix|rilpgui# wdy gcc jc|d egk` pfjpodd` g`ij| ljk ldni exdn odd` xi|ijxlf gkpd jxij| |ylf j|= j hxjk`| fg|pdxw# pfildnripgpgdk# lyxxikp ocdhjc pxik`| gk j |rilgegl kglfi dx hxdj`ix pjxoip njxaip# lyxxikp`gogpjc pilfkdcdow# ldk|ynix hifjugdx# fixi pilfkdcdow pxik`| dx kdk.pxik`| jxi fij`i`gk |gv ndkpf| pd j wijx# jk` g`ikpgewgko jk` j``xi||gko pfi xizygxinikp| de lcgikp|+ Jccpfg| jccd| edx pfi `iuicdrnikp de gkkdujpgui ki pddc| jk` pilfkgzyi|+ Hw y|gkopilfkdcdow pdoipfix gpf pxj`gpgdkjc rxdndpgdk|# wdy jc|d `xgui ki eijpyxi|# |dlgjcgkpioxjpgdk# jk` |pxjpiow+
Y|jhgcgpw eii`hjla &YG$YV'# dxojkg}jpgdkjc ug|gdk# odjc|# jk` njxaip drrdxpykgpgi| jk`gkgpgjpgui| jxi jc|d gnrdxpjkp pd njvgng}i `gogpjc gkui|pnikp|+ Pfi `gogpjc |pxjpiog|p
|fdyc` jc|d hi ecivghci jk` ivrixgikli` dxagko gpf j ldnrjkw| |ikgdx njkjoinikp#njxaipgko jk` |jci|# jk` |ixugli |pjaifdc`ix| gpf j odjc de yk`ix|pjk`gko pfigx hy|gki|||pxjpiow+
Fd `di| j ocdhjc rix|rilpgui rcjw gkpd odd` `gogpjc |pxjpiow rcjkkgko4
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Odd` |pxjpiow xi|ijxlf gklcy`i| gkpiccgoikli ojpfixgko dk j ocdhjc ciuic+ Edx ivjnrci#yk`ix|pjk`gko lyxxikp jk` eypyxi ocdhjc pxik`| gk yxhjk likpix| ljk `iuicdr gk|gofp| gkpd|ylli||eyc hxjk`gko# RX# jk` njxaipgko ljnrjgok|+
Gk cjxoi yxhjk likpix| pfixi jxi ngccgdk| de yxhjkgpi| gpf hywgko rdix+ Exdn Njkfjppjk
pd Nynhjg pd Hjxlicdkj# ldk|ynix| `injk` pfi cjpi|p pxik`| jk` jxi |drfg|pgljpi` jk`ldkkilpi` pfxdyof |dlgjc ni`gj+ Pfi|i yxhjkgpi| jxi gccgko pd pxw ki rxd`ylp| jk`|ixugli|# jk` jxi ldnedxpjhci gpf ni`gj ljnrjgok| jk` `gogpjc ldkuix|jpgdk|+ G jnxieixxgko pd yxhjk ldk|ynix| fd fjui |dni ciuic de `g|rd|jhci gkldni+ Fixi jxi |dnigkpixi|pgko gk|gofp|=
\dyxli= Pxik`likpxjc+ldn
Edx ivjnrci# fixi jxi |iuixjc lyxxikp ocdhjc yxhjk pxik`| pfjp ldyc rd||ghcw jeeilp wdyx
hxjk`| |pxjpiow rcjkkgko=
w Lfgkj# Jexglj jk` Gk`gj jxi jcc |ip edx gnnik|i yxhjkg}jpgdk gk pfi yrldngko ei`ilj`i|+
w Lcd|i pd :62#222 ridrci ndui gkpd lgpgi| `jgcw# j``gko xdyofcw 52 ngccgdk kiyxhjk `iccix| ijlf wijx+ &\dyxli= Gkpygp# Dlpdhix 82:2+'
w Hw 8292# pfi ocdhjc yxhjk rdrycjpgdk g| ivrilpi` pd hi 5+< hgccgdk# dx ?2) de pfirdrycjpgdk jp pfjp pgni+ &\dyxli= YK# 8227+'
w Hw 82
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8/7/2019 Digital Strategy through Innovation Why Its Practice Should Mirror a Coral Reef
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Fixi jxi |dni gk|gofp| gkpd yxhjkgpi| |rik`gko rdix jk` hifjugdx=
\dyxli= Pxik`likpxjc+ldn
w Pfi juixjoi Njkfjppjkgpi fdy|ifdc` |rik`| 97) de pfigx :
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\dyxli Pxik`likpxjc+ldn
?:6 Nj`i gk Hxddacwk g| jk yxhjk eyxkgpyxi `i|gok ldnrjkw hj|i` gk Ki Wdxa+ Gk\rxgko 82:2# pfiw cjyklfi` pfigx rix|dkjc \yhjw \ixgi|+ Pfi rxd`ylp j| `i|goki`
exdn `ildnng||gdki` jk` xilwlci` |yhjw |gok|# fglf pfi ldnrjkw xigkuikpi` gkpdcgofp|+ Pfigx dhmilp j| pd njxaip pfi|i xilwlci` |gok| pd yxhjk `iccix| pd y|i gk pfigxfdni# deegli# dx j| ogep|+
\dyxli Pxik`likpxjc+ldn
Gk Jyoy|p 82:2# \pjxhyla| cjyklfi` ki ycpxj.rxingyn# |gkoci.dxgogk ldeeii| dkcwjujgcjhci &gk cgngpi` zyjkpgpgi|' gk nipxd njxaip| |ylf j| Ki Wdxa Lgpw# \jk Exjklg|ld#Cd| Jkoici|# _j|fgkopdk @+L+# jk` Ngjng+
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8/7/2019 Digital Strategy through Innovation Why Its Practice Should Mirror a Coral Reef
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\dyxli= Pxik`likpxjc+ldn
Gk @ilinhix 82:2 gk \jk Exjklg|ld# Wjfdd* gk|pjcci` `gogpjc |lxiik| gkpd 82 hy| |ficpix|jlxd|| pfi lgpw+ Ldnnypix| ixi oguik pfi drrdxpykgpw pd rcjw ug`id ojni| gpf jk`jojgk|p ijlf dpfix+ Ldnnypix| jxi oguik pfi lfdgli pd g`ikpgew gpf dki de pfi 82rxi|icilpi` kigofhdxfdd`|# jk` xirxi|ikp dki de pfin j| j rcjwix+ Pfi gkkix de pfi pd.ndkpf ldkpi|p xiligui` j rixedxnjkli hw pfi hjk` Da Od# jk` j eyccw rjg` edx hcdlarjxpw+ Pfi xi|g`yjc exdn pfg| g| jk gkpik|i gklxij|i gk wdyx rix|dkjc Ejlihdda exgik`|ldykp jk` Pgppix edccdix|*
Egkjccw# aiir gk ngk` pfjp pfi `iuicdrnikp de pfi Gkpixkip j| jk jlj`ingl jk`oduixknikp.eyk`i` rxdmilp+ Gp pdda pfi rxgujpi |ilpdx pd njai pfi Gkpixkip$_ih
|ylli||eyc# fglf ojui hgxpf pd j uixw rdixeyc ki ni`gyn# WdyPyhi+ \dni g`ij| jximy|p g`ij|1 |dni jxi rxjlpgljc jk` ljk |pjk` dk pfigx dk# fgci dpfix| ogui hgxpf pd ndxigkkdujpgdk+ Pfiw ldni exdn gk`gug`yjc| gk hy|gki|| njxaip$kdk.ldccjhdxjpguiikugxdknikp| |ylf j| pfi rxdoxjnnjhci ldnrypix# jk` njxaip$ldccjhdxjpguiikugxdknikp|# fglf g| fd pfi ljclycjpdx `iuicdri`+ Gk jlj`ingl dx xi|ijxlf kdk.njxaip$kdk.ldccjhdxjpgui ikugxdknikp| |yrixldk`ylpdx| ixi `iuicdri`# jk` gk kdk.njxaip$ldccjhdxjpgui dki| pfi ldnrypix j| `i|goki`+
\d oguik pfi|i g`ij|# wdyx rix|dkjc `gogpjc |pxjpiow likpix de ivliccikli |fdyc` hi jkild|w|pin cgai j ldxjc xiie# hdxxdgko jk` xigkuikpgko gp|ice exdn `geeixikp xi|dyxli| jk`ocdhjc cdljpgdk|# gk dx`ix edx odd` gkkdujpgdk pd dllyx+