Leading Through Digital Disruption

This document discusses the importance of leading through digital disruption and how to foster a digital-ready culture. It covers topics such as capturing insights, making fast decisions, and using tools of collaboration. The case study focuses on Shell's digital transformation and the challenges and opportunities it presents.

Leading Through Digital
Disruption

Introduction......................................................................................................................................3
The case for Change....................................................................................................................3
Task 2...............................................................................................................................................4
Capture Insights...........................................................................................................................4
Task 3...............................................................................................................................................5
Make Fast Decisions....................................................................................................................5
Task 4...............................................................................................................................................6
Create a Digital-ready culture......................................................................................................6
Task 5...............................................................................................................................................7
Advise on how formal and informal leaders should help to foster a digital-ready culture to
support the digital transformation of your chosen company.......................................................7
Task 6...............................................................................................................................................9
Mention below are some tools of collaboration..........................................................................9
Task 7.............................................................................................................................................10
key attributes and behaviours in a leader to help build a culture that supports the success
company’s digital transformation..............................................................................................10
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................13
REFERENCES..............................................................................................................................14

Introduction
Digital Disruptions is considered as a change that happens when new business models
and new digital technologies impacts the value proposition of present services and goods. The
rapid enhance within the use of the mobile devices for personal work and use. Within the fast
changing world competitive marketplace ,where leaders needs to asks on to drive digital
disruptions and highly visible roles But at the same time challenges are also arises. Present report
focuses on Capture Insights, Make Fast Decisions, Create a Digital-ready culture and some tools
of collaboration. Report focuses on Shell created, cloud-based data science platform and
associated its digital capabilities to fill its data science skills gap and solve a multitude of
business question
Task 1
The case for Change
Shell is one of the companies that are going through digital transformation. Shell’s
created and leverages a common, cloud-based data science platform and associated its digital
capabilities to fill its data science skills gap and solve a multitude of business question. This is
aimed at improving and rightsizing inventory to enhance supply chain operations (van Beurden,
2017). Through its digital transformation, Shell uses predictive analytics to optimise ordering,
storage and utilisation of pieces of spare parts. Shell is also using machine learning to predict
trips and failure of events on critical equipments such as valves and compressors. This enabled
company and its engineers are also using big data and digital technology to improve efficiency
and boost production. Shell is an oil and gas company and this is why operational efficiency is
very important and this is why digital transformation have added value in Shell. Open innovative
programmes seek to partner with creative people, companies and organisation from diverse
backgrounds are utilised by Shell to innovate new and better ways to unlock energy sources and
meet the growing world demand. Threats that Shell company is facing are inefficiency of supply
chain, this can affect overall inefficiency of the company. Lack of expertise to lead digitalization
initiatives, lack of overall digital strategy, budget are some of the threats that company is facing.

Expertise to lead digitalization initiatives- This means that it is important organisations are
having required expertise in digitalisation. This is because having required knowledge and skills
it is not possible to initiate digitalisation. This means that people should be having knowledge in
context of which digital initiatives are being taken. This means when digital initiatives involve
big data, it is important that people involved are aware of the concept and its functioning.
Lack of digital strategy- This is another threat in which without having adequate and proper
strategy it will not be possible to successfully start and complete digital transformation.
Through the digital transformation that Shell has undertaken will enhance supply chain of
Shell. This will also improve other operational processes including ordering, storage and
utilisation of spare part inventory (Clifford and et.al., 2018). This also causes efficiency in
operational processes that lead to financial benefits (by increasing profit and revenue and
decreasing cost) and further can also contribute in customer satisfaction as it improves product
and service of Shell.
Task 2
Capture Insights
It is important for successful operation of business in a market, they are aware of
different changes that their business require. Other than this, it is also important for business to
identify actions and decisions of their competitors. This allows making right decision for the
business. Shell is operating in oil and gas industry and this is why it requires identifying its
competitors in oil and gas industry (Shivajee, Singh and Rastogi, 2019). ExxonMobil, BP,
Devon Energy are few of the competitors of Shell and in order to stay ahead in competition it is
important that Shell identifies and is aware of different activities of its competitors. This will
allow Shell to take decisions through which its decision and activities can take competitive
advantage in the industry. There are different techniques that Shell can use in order to gain
information regarding different macroeconomic trends, competitors and partners.
Using Big Data- Big data is one of the technique that Shell can use in order to gain information
about competitors, macroeconomic trends and partners of the Shell. Big data is a field that treats

ways to analyse, systematically extract information from data sets that are too large complex to
be dealt with by traditional data-processing application software. There are different ways
through which Shell can collect large amount of data, this will help in gaining and analysing
information regarding its competitors, macroeconomic and partners. Additionally, employing
artificial intelligence can bring more effective results in less efforts of Shell.
Chatbots- This is another source and techniques through which Shell can collect and analyse
data regarding its partners and macroeconomic research. Chatbots are increasingly being used by
organisations included in production and operational activities. This is why Shell can also use
chatbots to collect data of millions of users. This also allows collecting data through surveys and
that too effortlessly. Macroeconomic research includes research of macroeconomic factors, this
Chatbots through survey and other methods of data collection can gather information for factors
and company can later analyse potential changes. Partners include people and parties
contributing in business operations. Chatbots operate for communicating with humans and they
can collect data from these parties or business partners.
Survey application and data collection- Shell can also use applications for survey and data
collection. Use of these applications and applying this can help in collecting data regarding
market trends, this can also help in collecting information regarding macroeconomic trends. This
means that application of this can facilitate identifying and collecting information about what are
likely changes in macroeconomic environment of Shell (Salminen, Ruohomaa and Kantola,
2017). Using such application not only helps in collecting data but is also helpful in analysing
and evaluating data. This will help in making decision regarding what impact trends are likely to
have on Shell and what are possible remedies and decisions that Shell should take to utilise
opportunity and reduce impact of threats, if any.
Task 3
Make Fast Decisions
In a dynamic environment of business it is important that organisations are making fast decision
and are able to adapt changes (Arun and et.al., 2017). This requires using right approach for
decision making. Approaches that Shell can use to make decisions and adapt changes are-

Application of Technology- This means that Shell employ technological tools and using them to
collect data and then taking assistance of technology in order to analyse data. Using technology
for collecting data works fast and this is why it is important that technology is used to collect and
analyse data. Later Shell can make decision fast and fast decisions subsequently facilitate faster
adaptation of possible changes. There are different technological tools such as survey through
online channels, Artificial Intelligence and Chatbots can make is highly facilitated to collect data
in context of problems and Shell take make decision and adapt top required changes.
Encouraging more problem solving within talent- This is another approach that Shell can
utilise in order to make fast decision and adapt to changes in environment. This means that
company should encourage problem solving in its staff. This will allow to get solutions of the
problems within organisation and through staff. Encouraging them refers to encouraging and
motivating every member of the staff to identify solution to problem. This means that as more
employees are involved in problem solving, possibility to fast decision making will increase and
solution through staff members will also lead to quick adaptation of the decisions that have been
identified by them. This means that in such situation possibility of human resistance will reduce
leading to quick adaptation of changes and decisions (Persson and et.al., 2018). However,
possibility of conflict is also there in this approach of fast decision making and quick adaption to
changes in environment.
Task 4
Create a Digital-ready culture
In order to make digital transformation successful it is important that company has
effective policies and strategies to engage talent for its digital transformation. It firstly requires
acquiring talent and then engaging them in order to make digital transformation successful
(Gurbaxani and Dunkle, 2019). Techniques that Shell can use to acquire and engage the talents
needed for its Digital Transformation are-
Having right digital-savvy employees- This means that when Shell acquire employees in
organisation for the purpose of digital transformation it should consider that all its employees are
technology and digital-savvy. Focusing in this attribute can help in facilitating digital

transformation and this will also help in engaging talent in digital transformation. This requires
to adopt technology preference when employees are being are selected, this will require less
training efforts for new employees specifically hired for digital transformation.
Having right digital-savvy Leaders- This is another technique and strategy to engage
employees for digital transformation. This involves leaders who are tech-savvy, they will
facilitate adaptation and engagement for employees during digital transformation. Such leaders
can facilitate adaptation for employees by giving them right and required guidance and they can
also assist and support employees during digital transformation. Leaders are the one who are able
to make significant influence on its subordinates and this is why during digital transformation
tech-savvy leaders can facilitate engagement of employees.
Building capabilities for the workforce of future- This means that Shell requires to work on
building capacity for the workforce so that they are able to deal with digital and technological
challenges and changes in future. In present times where businesses are highly technological
driven it is very important that organisations such as Shell are making efforts in building
capability of its employees. Building their capacity on right time can facilitate engagement of
workforce during changes. This means that workforce when is trained presently can facilitate
them to adapt to digital transformation in near future. This will also reduce possibility of human
resistance while digital transformation in Shell.
Creating a support system in organisation- This is another technique that Shell can utilise
while digital transformation (Brunetti and et.al., 2020). A support system is the one in which
employees can communicate freely and seek technological and other support that facilitate their
role is important technique to engage employees for digital transformation.
Task 5
Advise on how formal and informal leaders should help to foster a digital-ready culture to
support the digital transformation of your chosen company.
Digital has created a huge change amongst technologies, business system, workforces and
consumer relationship also. Formal and informal leaders helps within a digital ready culture in
support the digital transformation of Shell are mention below

Embrace Transparency- Embedding digital transparency means that everyone within firm in
spite of their role also focuses about the influence digital can have sale, revenue and
productivity. The beginners point of this is transparency as it can be accomplished simply by
internal microsites, memos , blogs from formal and informal leaders on the major developments,
social media groups .All of them provides a better opportunities for employees to interact with
one another and also formal and informal leaders of Shell provides transparency (Aiolfi,. and
Sabbadin,., 2019).
Boosts collaboration- When staff member of the firm enjoy while working together then the
workflow improves. As ideas flying around the room at more high speeds. While on the other
side if people are facing hard time for working together with one another as they try to avoid
communicating with each other with their co workers with low productivity. Formal Leaders of
Shell and their team can boosts collaboration through engaging team within activities outside the
firm. Thus through this way employees can also see the person behind the co-workers table as
this can boosts collaboration.
Offer digital training ( at all levels)- One of the most effective way to assures that staff member
have a knowledge regarding digitalization as well as its impact on the business to offer learning
as well as development program. The fact is that all staff members are not aware about ins and
outs of digital from the intricacies regarding the digital as several of them needs just a
fundamental understanding for their roles. Thus there is a requirement of the digital program for
the digital awareness that can be ideal for staff members so that educate them properly within
areas of digital that the employees need to know as well as add values within their roles. So
informal and formal leaders focuses on these programs are flexible and provides valuable in
order to busy employees. By learning management system programs are available online that
focuses that employees can tap within knowledge and also feels like they require to upskill
(Aiolfi,. and Sabbadin,., 2019).
Comfortable with Risk
Not always risks have the scary concept. The beauty of the digital that it focuses on several
experiments because of the fast moving digital’s pace, agility is consider as a key within the staff
members where the employees are feeling more comfortable while trying new things. Informal

and formal Leaders are always focuses on the risk strategy as they delegate their employees to
try new things. Thus this approach only works if the staff members have mindset and skills to the
take the benefit of insights and information that can be offer. . Outside talent from start-ups or
digital natives can help inject disruptive thinking while empowering frontline workers such as
customer service team with purchase history or detailed account profiles can help to solve
customer issues on the spot.
Task 6
Mention below are some tools of collaboration
File sharing- Instead of creating and storing several versions of any document, share files with
team members so that each and everybody collaborate within real time. Tools such as several
permission levels (editor ,viewer and many more) and that enables to share documents.
Video conferencing- It is beneficial in order to remote teams rather than reiterating the video
meeting minutes. With the help of video conferencing each and everyone’s input can be hosting
through a video call.
Instant messaging- Various tools of IM have focused in order to make easier for connected and
communicates quickly and also in addition to this log vital conversations without the email
box’s chunkiness.
Social media- It is vital for everything nowadays and also for collaboration also as by the help of
the social media platform there can be enhance the communication within team. Several firms
create company blogs, forums or wiks to post vital information as well as request internal
feedback. Shell can also build several build groups on this social media platform such as
Google+, Facebook in order to stimulate conversations office ‘s outside.
Technology has also had an big influence on virtual teams that depends on online collaboration
tools more as compare to physical teams. One can be more careful while adopting too many tools
as sometimes the information of the project also becomes disaggregated as well as confusing.

Task 7
key attributes and behaviours in a leader to help build a culture that supports the success
company’s digital transformation
Leaders are agents of change- leaders within a digital age must be more agile and in addition to
this they are also called as the agents of modification or change. Leaders today must take risks,
nurture risk tolerance from competitors. Leaders are not only willing to lead as well as manage
change among their team but also in their own also.
Consumer is priority- Shell require to identify that digital is the one that can be transforming the
whole business through establishing new consumer ecosystem as well as serving them a regular
reminder so that the consumer can becomes the decision making process’s heart, especially
within the provision regarding new products as well as services. Decisions are associated to the
new goods and services that are considered as best informed by those who are closest to the
consumer (Australian Government-Productivity Commission, 2016)
.
Leadership is inclusive- Now it time to stop think about the old traditional system of the
leadership structure and starts to think freshly by a different kind of lens.
Firms needs to recognizes impacts with both their organization and industry, the people who are
very well experiences what are the consumers issues and concerns provides them a voice.
Leadership is not hierarchical- Now coming to the digital leadership, landscape has been
changed a lot. Leadership is now all about teamwork and collaborations (Brunetti, and et.al.,
2020). Firms requires to gives their team new tools, capabilities, technologies as well as mindsets
in order to drive new outcomes and behaviours. From above, the executive and organization
management requires to trust their team and also makes decisions.
Great communication skills- Leaders of seashell must be open and comfortable and willing to
share information and data. They also need to allow employees to take their own decisions.
Leaders also must forwards looking regular improvements within their system that can guide
and allow the team and finally leaders must be good at dealing and leading the change as digital
world relentless focus on this. Traditional management also setting their annual goals, having

team status meeting ,basic reviews of employee as well as collaborative alongside measures of
productivity.
Capacity to delegate- Several leaders falls within this trap as they trying to do everything
themselves. A leader however requires to focus the ability to identify their own weakness or
limitations also and provides other the things that they are not very good at.
Capacity to leverage- Great decisions making on turning information into insights as the key to
any workplace growth and success is realizing digital and information is connected as leaders
needs to identify that being data- driven is also consider as a core needs in order to run the digital
business.
Workplace collaboration- It is consider as a setting process within a place that assures that
team members collaboratively work together in order to make the decisions. Teams also employ
a various range of the practices that are depending on the firm, industry or project but
collaboration can improves the strengthen the process as well as end product (Gurbaxani. and
Dunkle, 2019)
.
Conclusion
From the above it had been summarized that machine learning to predict trips Shell uses
predictive analytics to optimise ordering, to innovate new and better ways to unlock energy
sources and meet the growing world demand. some of the threats such as Lack of digital strategy
and Expertise to lead digitalization initiatives, Budget and operating in oil and gas industry and
different techniques. Firms also uses Big Data- Chatbot’s and Survey application and data
collection. It also Makes Fast Decisions and Application of Technology and, Artificial
Intelligence and Chatbots can make is highly facilitated to collect data. It Encouraging more
problem solving within talent such as Digital-ready culture, Having right digital-savvy
employees, Having right digital-savvy Leaders, Building capabilities for the workforce of future.
Digital focuses on Embrace Transparency, Embedding digital transparency means that
everyone within firm in Boosts collaboration, Offer digital training ( at all levels), Comfortable

with Risk. Some tools of collaboration such as File sharing, Video conferencing, Instant
messaging and Social media.

REFERENCES
Books and Journals
Aiolfi, S. and Sabbadin, E., 2019. Fashion and New Luxury Digital Disruption: The New
Challenges of Fashion between Omnichannel and Traditional Retailing. International Journal of
Business and Management, 14(8).
Arun, B and et.al., 2017, June. Speeding up consensus by chasing fast decisions. In 2017
47th Annual IEEE/IFIP International Conference on Dependable Systems and Networks
(DSN) (pp. 49-60). IEEE.
Australian Government-Productivity Commission, 2016. Digital disruption: What do
governments need to do?. Productivity Commission Research Paper.
Brunetti, F and et.al., 2020. Digital transformation challenges: strategies emerging from a
multi-stakeholder approach. The TQM Journal.
Clifford, M.J and et.al., 2018. Extracting innovations: Mining, energy, and technological
change in the digital age. CRC Press.
Gurbaxani, V. and Dunkle, D., 2019. Gearing Up For Successful Digital
Transformation. MIS Quarterly Executive. 18(3).
Persson, E and et.al., 2018. Affective response predicts risky choice for fast, but not slow,
decisions. Journal of Neuroscience, Psychology, and Economics. 11(4). p.213.
Salminen, V., Ruohomaa, H. and Kantola, J., 2017. Digitalization and big data supporting
responsible business co-evolution. In Advances in Human Factors, Business Management,
Training and Education (pp. 1055-1067). Springer, Cham.
Shivajee, V., Singh, R.K. and Rastogi, S., 2019. Manufacturing conversion cost reduction
using quality control tools and digitization of real-time data. Journal of Cleaner Production. 237.
p.117678.
van Beurden, B., 2017. Royal Dutch Shell in a Changing World: Navigating Uncertainty.
In Evolving Business Models (pp. 195-207). Springer, Cham.