Building the 2020 Digital Team

How to Organise and Structure for a Digital, Multi-channel World.

The 2020 Digital Team

"...a blueprint and guide through case study and best practices to help drive that winning formula..."

Building the 2020 Digital Team is also available in most good book stores.

How should companies build out their Digital teams, what should be the organisation design and structure that can drive success over the next 5 years? What skills and leadership is required? Should Digital be “integrated”, embedded across and into all parts of the organisation, or does it need to be acknowledged as a specialist set of skills and expertise which needs to be nurtured and encouraged?

As Digital insight and innovation becomes the major source of revenue growth so most every company is now considering how best to organise and structure to exploit the new Technology-led opportunities. And it’s not easy to do because this whole new Digital world is new and fast-moving and pioneering and there’s no established or fully proven organisation models to simply adopt and embrace. Companies need to look to their customers, their own state of Digital readiness and maturity and work through step-by-step their evolving organisation design to make them fit for purpose for the end of this decade.

This book provides a blueprint and guide through case study and best practices to help drive that winning formula.


"Every business leader looking at how digital will transform their business should read this. They may find the conclusions disturbing but they may be spurred into further action to embrace the future."
Mark Read, CEO WPP Digital and Group Director

"Business Managers need to think about what Michael’s vision will mean for their business. The increased knowledge and speed of access that is at the beck and call of ever more consumers will certainly open up new markets. But it will also increase competition beyond recognition. Profits come from retaining an advantage against competition. How will your firm protect its position?"
Professor Ken Simmonds, London Business School

"This book does a powerful job of highlighting the disruptive nature of technology. How it has led to the dramatic changes taking place in Media, Technology and especially the consumer landscape to-date and how it will continue with even more velocity over the next decade. Companies that understand and leverage this in their business models will benefit. Others will perish. With Unilever’s ambition to fully decouple growth from environmental footprint, emerging technologies will have to play a key role."
Paul Polman, CEO of Unilever

"Developments in digital technology are having a substantial impact on business and opening up many new opportunities. Michael examines this potential and provides a stimulating guide and roadmap for the future."
Gavin Patterson, CEO of BT plc