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The Digital Transformation: Agility and Innovation Best Practice Guide explores how well companies are adapting to the increasing need for organizational agility, and applying that to the service of innovation. The report is based on a series of in-depth interviews with a range of senior digital and non-digital marketers, academics and practitioners across different sectors and markets.

Written by experienced blogger, writer and consultant Neil Perkin, the report makes best practice recommendations and provides useful frameworks for identifying the key building blocks of achieving greater agility, enhanced innovation, and organizational change.

About the report

The research was designed to explore the approaches and models organizations can use to encourage and facilitate innovation and the barriers they need to overcome. The methodology involved two main phases:

  • Phase 1: Desk research to identify relevant issues, examples and models.
  • Phase 2: A series of in-depth interviews (13 interviews in total) with a range of senior digital and non-digital marketers, academics and practitioners across different sectors and markets.

The 40-page report contains everything you need to know about agility and innovation, including sections on challenges, common approaches and models and resourcing considerations.

Digital Transformation

This is the second best practice guide in a series of reports Econsultancy is producing relating to the topic of digital transformation

Digital transformation is a journey that's different for every organization. To enable delivery of your digital vision (or help you shape that vision) we’ve designed a comprehensive approach to tackle your transformation.

Covering everything from strategic operational issues, down to specific marketing functions, we will work with you to achieve digital excellence.

Talk to us about an initial, no-cost consultation.

Contact our Client Services Team on transformation@econsultancy.com or call


+44 (0)20 7269 1450


+65 6809 2088


+1 212 971-0630

Table of contents

  1. Executive Summary
    1. About Econsultancy
    2. About the author
  2. Foreword
    1. Research aim and methodology
  3. The Agile Innovation Imperative
    1. Constant and accelerating change
    2. Adaptive brand marketing
    3. Company longevity
    4. Defining innovation
    5. Types of innovation
    6. Marginal and breakthrough innovation
    7. The ten faces of innovation
    8. Toxic assumptions
    9. Defining agility
  4. Challenges
    1. Barriers to agility and change
    2. Relationship capital and ‘sticky organizations’
    3. The increasing need to break down organizational silos
    4. The Innovator’s Dilemma
    5. The difficulty in disrupting your own business model
    6. Digital and the magpie syndrome
  5. Considerations and Approaches
    1. The importance of empowerment
    2. Little bets – the value of iterative approaches
    3. ‘Experimental innovators’
    4. Why brainstorming might not be all it’s cracked up to be
    5. Ideas from anywhere and ‘plussing’
    6. The importance of fresh perspectives
    7. Finding the problem to solve
    8. Test and learn and the value of prototyping
    9. Taking the long-term view
  6. Organizational Resourcing Considerations
    1. The relevance of skills
    2. The networked organization
    3. Small, nimble teams
  7. Models for Agility and Innovation
    1. The progression of agility through companies
    2. Making room for innovation – the skunkworks/labs approach
    3. Incubators
    4. The 70-20-10 approach to innovation
    5. Technical and adaptive change
    6. The key elements of organizational change
  8. References and Further Reading

Download a copy of the report to learn more.

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Digital Transformation: Agility and Innovation Best Practice Guide (1.49 MB PDF)
  • Pdf Disabled Digital Transformation: Agility and Innovation Best Practice Guide (1.71 MB PDF)

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