‘IT’ or ‘digital’ - does it matter? asks latest briefing

8 Apr 2014 11:45 AM

Advice on how to ‘frame the issue’ and so better influence discussions with senior management about what ‘IT’ and ‘digital’ have to offer is given in ‘Digital’ – What’s in a name? Socitm’s latest briefing 

Written for senior ICT managers, the briefing stresses the importance of paying attention to the terminology used in discussions that are fundamentally about improving business performance and the customer experience. 

Frame this as a discussion about technology (eg moving to the ‘Cloud’), and watch top management misunderstand what is being discussed or find their attention wandering. Frame the same conversation in terms of business improvement and customers, and the door is open for discussion. Choosing words that speak to management’s worldview, which is about business, information and service, is key to their successful engagement.

The briefing goes on to provide further advice about how terminology conditions what audiences feel about what people do and say.

‘Digital’ – What’s in a name? is available free of charge to Socitm Insight subscribers.