{"id":15807,"date":"2019-02-18T10:22:38","date_gmt":"2019-02-18T10:22:38","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=15807"},"modified":"2019-02-18T10:22:38","modified_gmt":"2019-02-18T10:22:38","slug":"dijital-donusum-icin-yonetici-rehberi","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2019\/02\/18\/dijital-donusum-icin-yonetici-rehberi\/","title":{"rendered":"Dijital D\u00f6n\u00fc\u015f\u00fcm \u0130\u00e7in Y\u00f6netici Rehberi"},"content":{"rendered":"

Malum dijital d\u00f6n\u00fc\u015f\u00fcm, bir proje de\u011fil uzun bir yol. Ben de bir s\u00fcredir bu alanda gerek yazarak ve kafa yorarak gerekse dan\u0131\u015fanlar\u0131m\u0131 bu yola do\u011fru \u015fekilde sokarak tecr\u00fcbe biriktiriyorum. Bu birikimlerden iki \u00e7\u0131kar\u0131m\u0131m var:<\/p>\n

    \n
  1. Her dijital d\u00f6n\u00fc\u015f\u00fcm olay\u0131n\u0131n kendi hikayesi vard\u0131r. Hikaye farkl\u0131 olunca te\u015fhis ve tedavi, yani re\u00e7ete de farkl\u0131 olur.<\/li>\n
  2. Re\u00e7ete nas\u0131l olursa olsun, her a\u015famas\u0131nda, m\u00fc\u015fteri de olsa \u00e7al\u0131\u015fan da olsa mutlaka insan\u0131 merkeze almal\u0131d\u0131r.<\/li>\n<\/ol>\n

    Ancak bir s\u00fcredir dijital d\u00f6n\u00fc\u015f\u00fcmdeki ba\u015far\u0131s\u0131z projeleri inceledi\u011fimde bir ortak \u00f6zellik g\u00f6rd\u00fcm: Motivasyon eksikli\u011fi! Bu, benim dan\u0131\u015fanlar\u0131mda hi\u00e7 kar\u015f\u0131la\u015fmad\u0131\u011f\u0131m bir durumdu. Malum, yol uzun ve bu me\u015fakkatli dijital d\u00f6n\u00fc\u015f\u00fcm yolunda projeden kopmamak \u00f6nemli. Motivasyonun d\u00fc\u015fmesinde iki \u00f6nemli sebep g\u00f6r\u00fcn\u00fcyordu. Ya dijital d\u00f6n\u00fc\u015f\u00fcm yoluna kendi ba\u015f\u0131na girenler ve\/veya ko\u00e7luktan uzak dan\u0131\u015fmanlar motivasyonun d\u00fc\u015fmesine sebep olmu\u015f ya da dijital d\u00f6n\u00fc\u015f\u00fcme do\u011fru yerden ba\u015flanmam\u0131\u015f.
    \nTakip\u00e7ilerimden, veri g\u00fcvenli\u011fi uzman\u0131, Ronald van Loon\u2019un da ge\u00e7en hafta bir makalede payla\u015ft\u0131\u011f\u0131 gibi MIT\u2019nin yapt\u0131\u011f\u0131 son ara\u015ft\u0131rmaya g\u00f6re dijital d\u00f6n\u00fc\u015f\u00fcm projelerinin baz\u0131lar\u0131nda ciddi ba\u015far\u0131s\u0131zl\u0131klarla kar\u015f\u0131la\u015f\u0131l\u0131yor.
    \nPeki C-level i\u00e7in ba\u015far\u0131l\u0131 bir dijital d\u00f6n\u00fc\u015f\u00fcm hikayesi yazmak i\u00e7in dikkat edilmesi gereken konular neler? \u0130\u015fte bu hafta bunlar\u0131 bir g\u00f6zden ge\u00e7irmek gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyorum.
    \nDijital D\u00f6n\u00fc\u015f\u00fcme \u00dcr\u00fcnden Ba\u015flay\u0131n<\/strong>
    \nHer ne kadar her projenin farkl\u0131 bir re\u00e7etesi var desem de ba\u015far\u0131s\u0131zl\u0131kla sonu\u00e7lanan projelere bakt\u0131\u011f\u0131mda, motivasyonun yitirilmesinde en b\u00fcy\u00fck sebebin, harcanan zaman ve yat\u0131r\u0131m\u0131n sonu\u00e7lar\u0131n\u0131n g\u00f6r\u00fclememesi oldu\u011funu fark ediyorum. Tabii ki; i\u00e7erden ba\u015flayan bir dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn meyveleri \u00e7ok ge\u00e7 geliyor. \u00d6nce yat\u0131r\u0131m\u0131 yap\u0131yor sonra tasarrufun olu\u015fmas\u0131n\u0131 bekliyorsunuz. Halbuki kapitalist d\u00fczende bir \u015firketin en b\u00fcy\u00fck motivasyonu k\u00e2rd\u0131r. Yani k\u00e2r eden bir \u015firkette ba\u015far\u0131y\u0131 veya ba\u015far\u0131s\u0131zl\u0131\u011f\u0131 sorgulamazs\u0131n\u0131z. Ayr\u0131ca \u00fcr\u00fcnde dijitalle\u015fme sadece ciroyu de\u011fil, b\u00fct\u00fcn yap\u0131y\u0131 b\u00fcy\u00fctecektir. S\u00f6z gelimi \u00fcretim band\u0131 geni\u015fleyecektir.
    \nBu nedenle iyi bir motivasyon i\u00e7in kurumdan ba\u011f\u0131ms\u0131z olarak \u00fcr\u00fcn\u00fcn dijitalle\u015fmesinin en do\u011fru bak\u0131\u015f a\u00e7\u0131s\u0131 oldu\u011fu y\u00f6n\u00fcndeki kanaatim her ge\u00e7en g\u00fcn g\u00fc\u00e7leniyor.
    \nVeriyi B\u00fcy\u00fct\u00fcn, Analiz Etmeye \u00c7al\u0131\u015f\u0131n, Ama \u00c7ok da \u015eey Etmeyin!<\/strong>
    \nKurumun b\u00fct\u00fcn verilerini toplamak \u00e7ok \u00f6nemlidir. Veri, yeni d\u00fcnyan\u0131n petrol\u00fcd\u00fcr. Ne kadar \u00e7ok veriye sahip olursan\u0131z, o kadar zenginsiniz demektir. Bu veriyi analiz etmek de \u00e7ok ama \u00e7ok \u00f6nemlidir. Ancak dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc ger\u00e7ekle\u015ftirmekte olan bir \u015firket i\u00e7in b\u00fcy\u00fck veri olu\u015fumlar\u0131ndan verimli bir analiz \u00e7\u0131karmay\u0131 beklemek \u00e7ok romantik olacakt\u0131r.
    \nBu nedenle veriyi toplamak iyidir, ancak analiz i\u00e7in derin \u00f6\u011frenme yapabilen yapay zekaya sahip analiz ara\u00e7lar\u0131na ihtiya\u00e7 vard\u0131r. Bu yapay zekalar geli\u015fmeden, \u00f6n\u00fcn\u00fcze istedi\u011finiz netlikte raporlar gelmeyece\u011fini de bilin. Bunun i\u00e7in kimseyi zorlamay\u0131n.
    \nIT\u2019nin Sorumlulu\u011funu Art\u0131r\u0131n, Ama G\u00fcc\u00fcn\u00fc Art\u0131rmay\u0131n<\/strong>
    \nY\u0131llar \u00f6nce medya kurulu\u015flar\u0131na ayn\u0131 c\u00fcmleyi reklamc\u0131lar konusunda kuruyordum. Her pozisyonun kendine ait bir karakteri vard\u0131r. Reklam sat\u0131\u015fa genel m\u00fcd\u00fcr g\u00f6revini verirseniz, gazetenin her yerini satar. Yaz\u0131 yazacak yer kalmaz, okuyucu gider. Ama reklamc\u0131n\u0131n para getirmesi de \u015fartt\u0131r. O zaman bunun dengesini kurmak \u00e7al\u0131\u015fkan ve vizyoner y\u00f6neticilerin i\u015fidir. Ayn\u0131 \u015fekilde, dijital d\u00f6n\u00fc\u015f\u00fcmde sorumlulu\u011fu de\u011fil g\u00fcc\u00fc bili\u015fim ekibine verirseniz her \u015fey o kadar \u00e7ok dijital olur ki, siz kullanamazs\u0131n\u0131z. Ayr\u0131ca \u00f6zellikle yaz\u0131l\u0131m ekibinin i\u015fi yapmak yerine, kendine yeni bir d\u00fcnya kurmas\u0131na mutlaka engel olmal\u0131s\u0131n\u0131z. \u00c7o\u011fu yaz\u0131l\u0131mc\u0131 sorunu \u00e7\u00f6zmekten \u00e7ok bundan sonra gelece\u011fine inand\u0131\u011f\u0131 sorunlara \u00e7\u00f6z\u00fcm olacak sistemler \u00fcretir ki genelde sonraki sorunlar yaz\u0131l\u0131mc\u0131lar\u0131n beklemedikleri yerden gelir. Zaten sorunun nerden gelece\u011fini tahmin edebilen yaz\u0131l\u0131mc\u0131ya CEO denir. CTO ya da yaz\u0131l\u0131mc\u0131 denmez.
    \nLider Olmay\u0131n, Y\u00f6netici Olun, Ama Samimi Olun<\/strong>
    \nDijital d\u00f6n\u00fc\u015f\u00fcmde, kurumun i\u00e7indeki herkesin konuya inanmas\u0131 \u015fartt\u0131r. Lider olmak g\u00fczeldir ama olam\u0131yorsan\u0131z rol yapmay\u0131n. Kendini bilen bir y\u00f6netici, samimiyetsiz bir liderden daha etkilid.r Zaten bu fark\u0131 \u00e7al\u0131\u015fanlar\u0131n\u0131z hemen hisseder. Gerekiyorsa y\u00f6netici olun ama samimi olun ki; dijital d\u00f6n\u00fc\u015f\u00fcmde de samimiyetiniz hissedilsin.
    \nStratejisi Olmayan\u0131n Hi\u00e7bir \u015eeyi Yoktur<\/strong>
    \nHannibal\u2019in dedi\u011fi gibi \u201cYa bir strateji bulun, ya bir strateji yazd\u0131r\u0131n.\u201d Stratejisiz dijital d\u00f6n\u00fc\u015f\u00fcm, z\u0131play\u0131p bal\u0131klama betona atlamak gibidir. E\u011fer stratejinizi yazabilecek durumda de\u011filseniz, mutlaka bunu yazabilecek bir dan\u0131\u015fman ile \u00e7al\u0131\u015f\u0131n.
    \n\u00c7al\u0131\u015fanlar\u0131n\u0131z\u0131n \u0130\u015fini Kolayla\u015ft\u0131r\u0131yorsan\u0131z, Do\u011fru Yoldas\u0131n\u0131z
    \nB\u00fct\u00fcn bu s\u00f6ylenenleri yapt\u0131\u011f\u0131n\u0131z halde do\u011fru yolda olup olmad\u0131\u011f\u0131n\u0131zdan emin de\u011filseniz, \u00e7al\u0131\u015fanlar\u0131n\u0131za sorun. E\u011fer i\u015flerinin kolayla\u015ft\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyorlarsa sorun yok. Ama dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn i\u015f y\u00fcklerini art\u0131rd\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyorlarsa, bir yerde hata yap\u0131yorsunuz demektir. O zaman ya projeden ya da \u00e7al\u0131\u015fandan kurtulun!<\/p>\n","protected":false},"excerpt":{"rendered":"

    Malum dijital d\u00f6n\u00fc\u015f\u00fcm, bir proje de\u011fil uzun bir yol. Ben de bir s\u00fcredir bu alanda gerek yazarak ve kafa yorarak gerekse dan\u0131\u015fanlar\u0131m\u0131 bu yola do\u011fru \u015fekilde sokarak tecr\u00fcbe biriktiriyorum. Bu birikimlerden iki \u00e7\u0131kar\u0131m\u0131m var: Her…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-15807","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nDijital D\u00f6n\u00fc\u015f\u00fcm \u0130\u00e7in Y\u00f6netici Rehberi - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2019\/02\/18\/dijital-donusum-icin-yonetici-rehberi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dijital D\u00f6n\u00fc\u015f\u00fcm \u0130\u00e7in Y\u00f6netici Rehberi - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Malum dijital d\u00f6n\u00fc\u015f\u00fcm, bir proje de\u011fil uzun bir yol. Ben de bir s\u00fcredir bu alanda gerek yazarak ve kafa yorarak gerekse dan\u0131\u015fanlar\u0131m\u0131 bu yola do\u011fru \u015fekilde sokarak tecr\u00fcbe biriktiriyorum. 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