Building your digital DNA

Lessons from digital leaders

To remain competitive in the digital era, organisations across all industries must assess and build the digital capabilities needed to grow and exploit new business channels. However, digital transformation is not easy, irrespective of where you are on your digital journey.

‘Building your digital DNA: Lessons from digital leaders’ is the culmination of interviews and discussion groups with digital leaders from some of the world’s most recognisable brands, as well as insights from Deloitte consultants across Deloitte Digital and our Human Capital practices. This report, together with our interactive Digital Leadership Hub, provides a toolkit to help organisations assess their digital maturity levels and effectively navigate the talent aspects of their digital transformation journey.

Building your digital DNA explores three core factors organisations should consider when looking to improve their digital maturity levels - leadership, talent management and organisational design.


Some traditional leadership capabilities still remain critical to successfully lead in a digital age, but there are other capabilities that demand a dynamic combination of new mind-sets and behaviours, and digital knowledge and skills.

We explore what the leadership teams at Facebook, Marks & Spencer and Evening Standard are doing to embed a digital culture into their organisations.


Sourcing, developing and retaining talent is a significant challenge that can hinder the success of digital strategies. From small start-ups to multinational corporations, organisations must be prepared to adapt in order to create an environment that continuously attracts and engages digital talent.

We explore how British Airways, Barclays and Deloitte Digital are encouraging collaborative cultures and attracting the right digital talent.

Organisational Design

Typically, organisations embarking on digital transformation travel through four phases of organisational design defined by the capabilities required, how they are structured and the mechanisms in place to govern them.

While not all organisations will benefit from realising all four phases, we can learn from those that have adopted different models and designs over time.

We explore why leaders at Alliance Boots and We Are Social are infusing digital across teams throughout their organisations.

Building your digital DNA: Lessons from digital leaders

Explore the toolkit at to assess the digital maturity of your organisation and learn how to navigate to the next stage of the digital journey

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