12HIGH were engaged by Stone & Wood Brewing Co to audit and develop a strategy for their eCommerce business.

Stone & Wood is Australia’s leading independent brewer based out of Byron Bay. If you haven’t tried their famous Pacific Ale, get onto it. 

“We were asking ourselves what does the future look like for our business. We’ve had an online presence for a few years now with our online store but it was a fairly small presence. It certainly wasn’t fully optimised. This channel is evolving so quickly so we wanted to position ourselves for the future but also optimise what is going on today,” said Ben Summons, Managing Director of Stone & Wood Brewing Co. 

Ben Summons, Managing Director of Stone & Wood Brewing Co shares his experience with the 12HIGH eCommerce Audit & Strategy.

12HIGH worked with Stone & Wood’s founders, management team, marketing, sales, customer service and warehousing teams to deliver the eCommerce audit. This was a full business audit covering eCommerce benchmarking, customer profiling, internal capabilities, competitor mapping, trend identification, marketing analysis, user experience, engagement and conversion funnels.

“The main benefit of having an eCommerce audit is getting everyone on the same page. Understanding how it works today, understanding the potential issues and opportunities and understanding how to build a plan for your business moving forward.” Ben Summons. 

Stone & Wood Homepage

These findings were distilled into a succinct opportunity identification and proposed roadmap. After a team workshop,  eCommerce goals and priorities were confirmed. The result was a clear strategic roadmap and a 90 day action plan for us to collectively activate. 

“When we brought 12HIGH onboard we knew we were buying eCommerce expertise. It created the value in the plans we have created. They are engaged, efficient and effective. ” Ben Summons.

Since the audit and strategy, 12HIGH continue to work with Stone & Wood to activate large projects and capitalise on immediate wins. For 12HIGH, it is an ideal partnership; one of Australia’s most loved brands who have ambitious plans and are looking to move at pace.  And yes, if you are asking, the perks of a partner like Stone & Wood are pretty good too.

Cheers! 🍺

I was recently humbled to be announced as one of Australia’s Top 50 People in eCommerce for the fourth year in a row. This year was extra special to come in at number six and alongside some of the most respected, capable and generous retail professionals such as Jane Cay, Angus McDonald, Sven Lindell, Wayne Baskin and Amanda Green. I have learnt lots from all of them.

My nomination and ranking came on the back of strong eCommerce results for SRG with over 120% increase in revenue, the implementation of new web platform onto Salesforce Commerce Cloud and the establishment of  SRG’s Test & Learn capability.

“It takes more than just access to great technology to be successful online, it also requires the leadership and guidance of talented, motivated and inspiring individuals. Nathan is well known in Australia as a leader in e-Commerce and omnichannel strategy,” Mike Larcher.

However, this list isn’t about the retailers who make the most money or the ones with the biggest budgets, it’s about how much they give back to the community.

The article recognised my personal focus areas of ensuring my team are continually developing, investing in up and coming talent in the Brisbane community, supporting women in digital and introducing new ways of working to traditional structures. I am really lucky to be able to make some impact in these areas and am continually rewarded by having networks wider than the immediate job in front of me.

Well done to everyone who made the Top 50! Australian retail is well placed if we continue to share and challenge each other.


Nathan is the founder and lead consultant at 12HIGH. 12HIGH specialises in establishing digital strategy including digital transformation, Test & Learn capabilities, eCommerce optimisation and customer connection. Contact 12HIGH now


12HIGH partnered with Water 3 to perform a digital audit. This resulted in a clear strategy and a new approach to digital marketing technology selection.

Water3 makes quality water easily accessible without the need for disposable plastic bottles. They have distributed hundreds of water dispensing machines all over Australia. From these machines, customers simply tap their RFID connected lids and fill up. All for a fraction of the price of bottled water. Even better, it comes in still and sparkled… and doesn’t kill any turtles!

Water 3 Dispensing Machine

Water3 engaged 12HIGH to perform a digital and eCommerce audit. The team had done an incredible job to establish the product in market. It was now time to set up to scale.

“With 12HIGH, it was kind of like, “Hey, come and see what we’re doing, help us understand what we’re missing. Because we don’t know where we’re at.” Damien Stone, Water3 Co-founder.

12HIGH worked with Water3 to deliver a customer journey review, competitor analysis, on site behaviour audit, technology stack review, marketing and sales analysis and an internal capabilities and process review.

“We’ve integrated a couple of third-party apps and software that we probably were going to try and do ourselves. It enabled us to have some candid conversations about the direction of our technology with an independent team there that’s not trying to sell a piece of software.” Damien Stone, Water3 Co-founder.

After a series of 1:1 interviews and a workshop, 12HIGH were able to deliver Water3 with:

  • A concise summary of strengths and opportunities
  • Prioritised digital and eCommerce focus areas to grow the business
  • Identified quick wins for the Water3 team to immediately action
  • A three month plan to kick start their transformation

A great team. An innovative product. A mission to save the world. 12HIGH are incredibly proud to have worked with Water3 to help them change the way we consume water.

“There’s a real range of businesses that could benefit from 12HIGH. Especially if you don’t have a solid digital strategy or if you’re not integrating technology into your processes. Every business could benefit from that.” Damien Stone, Water3 Co-founder.

The final Digital Social for the year saw a sold out event! Thanks to everyone in Brisbane’s digital scene who joined us. A good night – and a few too many Great Barrier Beers – was enjoyed by all. 

Our guests

We were very lucky to have two very special guests join us on the night… 

First up we had James Grugeon, founder of The Good Beer Co. James shared his experiences in establishing a beer brand for good. He shared his view on bootstrapping an organisation (see his beer bottling hands),  the flawed crowd funding model and how co-creation can accelerate a movement.

“We need really big, established companies to be involved in social enterprise in away that is real and authentic.” 

James Grugeon, Founder of The Good Beer Co.

Additionally, he spoke to how The Good Beer Co. are partnering with and challenging larger organisations through innovations such as their biodegradable six pack packaging. He summed up our feelings when he closed with “we all want to feel like we are doing something positive.” Well said. 

Next up, we had Matt Traynor, Brand Manager at Outland Denim. Matt gave us great insight into how sustainable manufacturing is at the heart of Outland Denim. Matt also shared how becoming a BCorp is incredibly difficult but worthwhile (do it while you are small!)

We can prove that what we are doing is making a difference. We can create a roadmap for the fashion industry.

Matt Traynor, Brand Manager of Outland Denim

Not content with sustainability as the core DNA in their business, Outland Denim are aiming to be a leader for the fashion industry. While it is difficult to measure the commercial impact of their sustainability story, moments such as the Duchess of Sussex choosing to wear their jeans, shows how their story resonates. They are creating an aspirational brand engaging their customers and to changing their peers. 

Our partners

As always, The Digital Social could not happen without our speakers and our partners. Please support them where you can. 

  • Troocoo. Andrew, Liana and the Troocoo team are integral to making The Digital Social happen. They support us by providing the venue, organising the logistics and supplying the food. If you have any recruitment needs (or are in the market yourself) please don’t hesitate to reach out to them.
  • Ride Free Media. Nick and Ryan generously record some footage from the event to make sure we capture the goodness. Not only do they create amazing custom video, they are launching a brand new technology called Wrappt which makes pro video accessible to everyone. The Digital Social videos are created using Wrappt.
  • 12HIGH. Yes, a self serving plug! But we are proud to be the organisers of this event and love pulling the digital community together. If you need to activate digital strategy, please reach out to Nathan.  

We are always looking for complimentary partners to help make The Digital Social bigger and better. If you would like to be involved please yell out! 

Thank you Chris!

And lastly but not leastly, we want to send a massive thank you to Chris Chambers. Chris was instrumental in getting The Digital Social up and running. He is passing the baton along so that he can focus on some of his other very noble pursuits – he just got to Everest Base Camp to raise money for MND! I’m sure we’ll see Chris at many more Digital Social’s but we want to thank him for being such a legend. 

See you next time

The next Digital Social will be in February or March next year. If you have attended any of our previous events, we will give you a heads up before it goes public so you can secure your tickets. Also, if you have any feedback for the next event let us know. Shoot us an email or send us a Facebook message

Have a great Christmas everyone and see you in the new year! 


The Digital Social crew

Warehouses are filling up, last minute development requests are lodged and annual leave has gone into lockdown… It’s less than three months until Christmas!

As a retailer, you’re excited at the prospect of your most lucrative season or full of dread as you face the unknown. If you are in the latter camp, I have some good news and some bad news.

The good news is that some trends will continue. eCommerce retail share is less than 10% but continues to steal share of the retail pie. Mobile dominates screen time and is almost the dominant transaction device. Australians continue to love their marketplaces. Fulfilment in Australia remains tricky. Plan well.

Now, the bad news for those who haven’t been paying attention. There’s been big changes in the Australian eCommerce landscape over the last year. You may need to adjust your strategy for a successful Christmas. But… the good news is, you still have time to respond.

So what has changed for eCommerce retailers this Christmas?

1. Amazon has levelled up

This time last year, the retail world was in meltdown over the imminent invasion of Amazon. But they turned up as a gift carrying aunty rather than a drunk uncle. Don’t get complacent, they are growing rather than invading.

Amazon Prime in Australia

Amazon launched Prime to Australian customers in 2018. Source: amazon.com.au

Since last Christmas, Amazon have quadrupled their product range. They have branched into eight more categories, taking the category count to 26. They launched their Prime membership for Australian customers. They now offer their own fulfilment service. And they found their way into Australian homes via a myriad of Alexa devices. 2018 Amazon is very different to 2017 Amazon. But it’s not all doom and gloom…

2. Internationals have been brought back to the field


On July 1 the Australian government introduced GST on imported “low value” goods of less than $1,000. This impacts foreign eCommerce stores, Australian drop shippers and Australian-based international marketplaces. Think eBay, ASOS and Kogan… and Amazon.

International vs Domestic Spend in Australia

20% of Australian eCommerce spend was international in 2017. Source: NAB Online Sales Index – Dec 2017 (PDF)

Most retailers changed their systems to apply GST and comply. Amazon responded by geo-blocking their international site. This forced Australians down the inferior com.au offering. Whether this change has a material impact on Amazon’s local adoption is a guarded secret. Likewise, the GST impact on international eCommerce competition is not yet quantified. But in theory, it is a more level playing field this Christmas for Australian retailers.

3. Afterpay continues to soar

The “buy now, pay later” domination continues by Afterpay. In 2018 Afterpay increased their retail footprint to over 17,000 retailers. The suburban shrieks were deafening for Kmart’s announcement. Afterpay have 2.3m active users. They powered their way into the US and are raising $108m in capital for a UK expansion. It’s not all smooth sailing though. The “start up” operates at a loss and has faced criticism for being ‘predatory’ of young consumers.

Afterpay Customer Growth 2018

Afterpay’s tripled customer growth in eighteen months. Source: Afterpay FY2018 Results Presentation (PDF)

Despite this, the Australian love affair with Afterpay continues. Afterpay has changed the way a segment of the market shops. It is not just a payment option, it is a qualifier. For some, if you can’t Afterpay, you’re not a consideration. While the jury is out on the long term future for Afterpay, you can guarantee that it will be a non-negotiable for many this Christmas.

4.Cyber Week shifts spending

Boxing Day has always been our national shopping day. This tradition has shifted with the explosion of Cyber Week. Cyber week kicks off with Black Friday on November 23 and continues with Cyber Monday on November 26. Many retailers fill in the blanks to make it a week long event. 35% of Australian Christmas shopping will happen during Cyber week according to Salesforce. It represents 40% of holiday shopping in the US where it has been a tradition for decades.

Cyber Week Share per Country

Cyber Week captures 35% of Australian Christmas shopping. Source: Salesforce 2018 Holiday Predictions

Australian customers now expect and plan for participation. Such is the importance of the event, some retailers do a dual Christmas buy. They clear the initial Christmas range during Cyber Week and then launch a new range post. Whatever your strategy, prepare for Christmas to peak early!

5. Purpose has never been more important

2018 has challenged accepted norms through significant social movements. Examples include #metoo, single use plastic and customer data protection. Nike reinforced their purpose by standing behind Colin Kaepernick in their latest campaign. There was uproar. There was also “record engagement” by true fans.

Nike Colin Kaepernick ad

Nike took a position in 2018. What do you stand for?

Retailers in Australian with strong social purpose include Cotton On, Flora & Fauna and World For Pets. Customers want to know where you stand. Do you source local? Empower minority groups? Prioritise sustainable materials? Donate to the disadvantaged? If so, it should be part of your story this Christmas. Your customers want to know. They want it to be part of their story when they gift.

2018 Christmas will be different. Optimise in response to the evolving patterns from last Christmas. Rethink your approach to capitalise on new opportunities. This is not a ‘copy and paste’ Christmas.

The turkey is on the table for those who look at it with fresh eyes. The rest get the scraps.

Seven weeks until Cyber Friday, go get ’em!

Written by Nathan Bush

Nathan Bush is the founder of eCommerce consultancy, 12HIGH. He has managed $100m+ eCommerce businesses and is in the Top 50 People in eCommerce.

Last night, Shopify merchants, agencies and experts got together for the regular #shopifymeetup. It was a bit special last night as attendance broke the world record for the number of attendees. Over 300 ‘shopifites’ attended. This blew Melbourne’s previous high score out of the water. Go Brisbane! 
Shopify meetup world record
Highlights from last night included…
Craig Somerville from Reload Media (and our hosts for the night) powered through five digital marketing tips in five minutes . ‘Replicate the in-store experience for differentiation’ stood out for me. Everything old is new again! He emphasised the effort put into making the instore experience attentive and unique. Are you replicating this online?
Next up was Ashton Tuckerman from YouFoodz. Despite what appears to be heavy customisation, YouFoodz are a Shopify Plus customer. Ashton spoke about the importance of brand in selling. It is obvious that YouFoodz value the customer, story telling and agility. Ashton stole/borrowed the recommendation to be “good different”. A powerful principle when selling to customers. 
Shopify Meetup YouFoods story telling
Direct from Canada, we had Steve Haase who heads up solution engineering for Shopify Plus. Steve demonstrated Shopify’s augmented reality product display features which launched last month. This features takes a 3D model of product and adds it to the product page. Customers to view the product as if it is in their own environment using their phone. A push bike on a table was the example used. It is very innovative but we are still very much in the experimental phase. The functionality is still manual and time consuming to do it well. Very interesting though and one to keep an eye on. 


Lastly, Sebastian Swaczynski showed how the Facebook network can be used to target eCommerce customers at the right time. He demonstrated product integration and display across Facebook, Instagram and their Audience Network. He showed effective retargeting by tailoring creative to customers last interaction. He explained how Facebook look-alikes can target customers who haven’t visited your site. And how to use Facebook Messenger for targeted and meaningful interactions. The can be no doubt that the Facebook network is a big and complicated. If used to target customers based on their specific journey, rather than a spray and prey, it can be a powerful conversion beast


Shopify Meetup Facebook targeted ads
And that was a little over an hour packed with content! 
If you are a Shopify merchant, get on board for the next one in January 2019. Join the Brisbane Shopify Meetup group to get alerted when it gets to registration. If you want to discuss brand building, augmented reality or customer pathway marketing for your Shopify site, contact us and we’ll be happy to share more.
12HIGH is a Shopify partner and eCommerce consultancy agency based in Brisbane. Led by Nathan Bush who has managed eCommerce for ASX listed corporates and is in the Top 50 People in eCommerce for the last four years

I listen to a lot of podcasts. In the car. On the train. While exercising. It keeps me up to date. Along the way, I’ve discovered some amazing digital podcasts with an Australian flavour. These podcasts range from strategy to marketing to business to technology to entrepreneurship. Some aren’t pure digital podcasts but are driven by digital themes.

Recently, a few people have recently asked for my best podcast recommendations. So here they are, my ten favourite Australian digital podcasts…

Download This Show

Download This Show podcast

Probably the most professionally produced show on this list, this ABC production is a weekly discussion around social media, technology, gadgets and politics. Hosted by (formerly that.movie.guy) Marc Fennell, he is joined by journalists and commentators from leading publications such as TechCrunch and Gizmodo. The best way to keep up with digital changes impacting the average person in an entertaining and often random way.
Released: Weekly
Length: 30 minutes
Episode Pick: ‘My Health Record explained (hopefully)’

Executive Stories

Executive Stories podcast

Corporate lawyer, Brad Vinning, opens up his contact book and records in-depth interviews with executive leaders across industry. Most guests are Brisbane based and range from start up founders to well established executives. It’s not a pure digital podcast but often dwells on digital subjects. It covers everything across business and life to understand how the best leaders operate. Very insightful.
Released: Fortnightly (sporadically)
Length: 45 minutes
Episode Pick: ‘Remy Brasaac on growing your business, making the tough calls and choosing your business partners’

Foundr Magazine Podcast

Foundr Magazine Podcast

A simple podcast which interviews successful entrepreneurs. It is now over 200 episodes deep and has had interviews with Tim Ferris, Tony Robbins and Gary Vaynerchuk. If you like these kind of entrepreneurs, you’ll like this podcast. If not, steer clear. Host Nathan Chan is friendly and genuinely inquisitive which encourages guests to open up and give more away than they normally would.
Released: Weekly
Length: 30-60 minutes
Episode Pick: ‘BigCommerce Co-Founder Talks Scaling to $100m While Minimizing Risk and Stress’

The Fractal Marketing Podcast

Fractal Marketing Podcast

Fractal are a Brisbane based marketing agency focused on servicing start ups. In this podcast, Fractal founder Gerard Doyle, dives deep into marketing concepts and detail to help start ups make progress. Gerard is extremely generous with his knowledge and often gives step by step guides or lists specific tools to make sure your digital marketing is effective. Great for new businesses and those looking for marketing detail.
Released: Weekly
Length: 30 minutes
Episode Pick: ‘SEO for Startups Part 1’


Moonshot podcast

A podcast dedicated to exploring future inventions and technology – often from a moral perspective as much as a technical perspective. Hosts Kristofer Lawson and Andrew Moon bring great guests and well researched topics to have insightful discussions which will leave you thinking and often, dreaming. From robots to space to biomedicine – the future is discussed here.
Released: Fortnightly (sporadically)
Length: 30 minutes
Episode Pick: ‘Designing a Driverless City’

Morgans Financial Limited

Morgans Financial Podcast

A daily podcast from the stockbroking and analyst team at Morgans. It gets really interesting for the digital crew when Chris Titley takes the reigns for his ’40 under 40′ and ‘Startup Series’. Chris explores the stories behind some of the most exciting startups that are on the brink of scale. A recent highlight was Chris’ mile high entrepreneur podcasts aboard Myriad Air from LA to Brisbane.
Released: Fortnightly
Length: 30 minutes
Episode Pick: ‘Jimmy Rees, Presenter Giggle and Hoot’

The Next Billion Seconds

The Next Billion Seconds Podcast

Inventor, writer, entrepreneur, educator and broadcaster, Mark Pesce, explores what the next billion seconds (just over 30 years) holds for humanity. Armed with some highly credentialed special guests (who are often creating the future), Mark deep dives on emerging technologies in a way which gives you tangible information while making you think. Onto his third season, this season is devoted to exploring Cryptonomics.
Released: Fortnightly (sporadically)
Length: 30-60 minutes
Episode Pick: ‘We Shouldn’t Have Made The Internet Free’

QUT Chair in the Economy

Chair in the Digital Economy podcast

A future focused podcast (and extension of the very insightful events), this podcast mixes research with industry to explore new technology and thinking focused on the Australian digital landscape. Hosted by Professor Michael Rosemann and Monica Bradley, I can guarantee that you will get one or two concepts per podcast which will make you think about some of the decisions you are making for the future.
Released: Bi-monthly (sporadically)
Length: 15 minutes
Episode Pick: ‘Digital Strategy of the Future’

The Simon Dell Show

The Simon Dell Show Podcast


A somewhat crazy and quite a lot sweary look at some of the biggest issues in marketing and business. Podcasts are hosted by Simon Dell and split into two halves. The first half is an out of control free for all (and very humorous) conversation with QUT’s Dr Edwina Luck and Channel Seven’s Patrick Condren. The second half is an in-depth interview with business leaders and range from Glenn Cooper (Chairman of Cooper’s Brewery) to Mike Goldman (former Big Brother host) to unknowns such as Nathan Bush.
Released: Weekly (roughtly)
Length: 60-90 minutes
Episode Pick: E7: ‘Justin Dry, joint CEO Vinmofo + the sausage debate, bears + chickens + more exaggersplaining’


Sweathead Podcast

Aussie now living and working in New York, Mark Pollard, interviews leading digital and marketing strategists from all over the world. The conversations dive into the concepts of strategy as well as the business of strategy. Just listening to Mark’s questioning style is a great insight into how Mark gets to real truths to crack the hardest briefs. It’s a great accompanyment to the Sweathead Facebook group (if you are lucky enought to be in it).
Released: Bi-weekly (sporadically)
Length: 45 minutes
Episode Pick: ‘Spend Your Privelege – Sarah Moran’

That’s 10! What have I missed? Help expand this list for others by leaving your favourite Australian digital podcasts in the comments below.

The Digital Social Logo

What a night! Last month saw the fourth instalment of The Digital Social at The Mill in Fortitude Valley, Brisbane. We had 80 digital legends turn up to have a drink, hear from our guest speaker, catch up with some old friends and meet some new ones. As always, great fun!

For those who don’t know The Digital Social, it is an event started by Chris Chambers and myself two years ago. Being long overdue for a catch up, Chris and I decided to grab a beer at a brewery in Milton the coming Friday. Rather than just him and I talk about the Canberra Raiders all afternoon, we threw it open on LinkedIn for anyone to come down and join us. We had 70 drink crashers (and the kernel of an idea)! Since then, we have been lucky enough to partner with recruitment agency, Troocoo, who have helped us organise the event, get the word out and keep people fed.

Our vision for The Digital Social is that we want to maintain a semi-regular, free and very relaxed event which celebrates the often unspoken successes of the Brisbane digital community. We believe that digital is a diverse topic and we want to bring people of different backgrounds together in a relaxed atmosphere – beer is a great connector – to see how we can facilitate great things happening.

In the most recent Digital Social, we heard from Myles Lawlor, Head of Technology at YouFoodz. Myles was very open and generous with his knowledge. He shared with us how YouFoodz approach predictive modelling, selling in customer centricity and scaling a high growth business. He also shared his favourite YouFoodz meal – lemon chicken in case you were wondering.

Myles Lawlor speaks at The Digital Social

If you were there on the night, we would love your feedback. We want to make this an event owned by Brisbane’s digital community – consider some feedback your price of entry!

Thanks again to our partners, Troocoo. If you need good talent or are looking for opportunities, reach out to Andrew Pyke. Also, massive thanks to Ride Free Media who filmed the event on their brand new DIY smartphone video production app. The new product is available only via request so get in touch with Nick if you’re interested in finding out more!

The next event is pencilled in for October. If you have any ideas on the format or ideas for guest speakers, please shout out. Follow The Digital Social on Facebook and LinkedInto stay up to date for the next announcement. See you then!


Earlier this week, I was featured in the Which-50 cover story, ‘Change Is Hard. Here’s How To Build A Culture That Delivers Your Digital Transformation‘.

The article has some great tips on how to change culture as part of your digital transformation. I especially like the tip to give people a physical symbol – a plastic sword! – to indicate that they have permission to try new things.

In this article, I was quoted on what I believe is the underlying key to successfully managing change through transformation:

“I’m a little unsure whether people hate change or if people just hate change happening to them.”

To elaborate further on this, here are four stages (with tangible actions) to help transform culture as part of your digital transformation:

1. Story tell
Leaders need to be story tellers. A lot of people who implement a transformational strategy or who are in those leadership positions have been on that journey for a long time and they’ve seen what’s coming. It’s important that they can sell this vision all the way through the organisation from the start. Transformational stories can be created by answering questions such as; What happens if we do nothing? What are we going to do? What does success look like? These are great jumping off points to create an illustrative and inspiring story to get the team on board. Think about how you can share that story in a personalised but scalable method. This could be in the form of video, organisational wide conferences (physical and virtual) or through relevant media channels.

2. Involve
The story does not need to have all the answers. In fact, it is better if it doesn’t. The rough script should be; “We see the disruption in our industry, we understand it, we are changing and we want you to come along on the journey.” We need to include our teams to create the change we are going to implement.No one likes having change happen to them. While the vision is set, it is important to engage the team through empathy sessions, manager one on ones and direct feedback mechanisms such as surveys. Great organisations may push this one step further and ask their team to design the solution for them through organisational challenges such as shark tanks or innovation days. By ensuring the team are heard and building the change together, there will be less resistance during implementation.

3. Action
Culture is not a fluffy ambition which will happen organically by replacing technology, people or process. Culture is changing the standards we accept and the way achieve them. By understanding the way we are currently working and contrasting it with the desired way of working, we can make decisions and create an action plan. Changing the way of working might incorporate significant actions such as moving to different delivery methods such as agile, setting new behavioural standards through simple rules or a complete organisational restructure. Or it may be much simpler such as introducing new communication channels such as chat, changing the time we open/close the doors or introducing healthy snacks. Whichever  actions we decide to take needs to be carefully planned and communicated with the team to ensure that they can see tangible actions being undertaken. By having clear goals and end-points, we will be able to measure the impact these actions have had on your organisational culture.

4. Celebrate
It is important that the plan is broken down to identify key milestones and achievements. This does not mean the end of a project or, heaven forbid, the end of the transformational programme. After all, a digital transformation may take years! Celebration and recognition needs to be constant throughout the transformation to demonstrate real progress, create momentum and demonstrate a visible shift from where the culture once was. Key celebration points which are often overlooked include the on boarding of new team members or partners, positive shifts in customer feedback and key project milestones such as the end of the development or testing cycle. Celebration can range from a team email to a morning tea to a full blown party but it is public, positive and progressive.

I believe that these elements are key to ensuring that a change of culture is included and successful within your digital transformation. If done successfully, it will have more impact than any technology, capability or process ever could.

Nathan is the founder and lead strategist at 12HIGH. 12HIGH specialises in activating digital, eCommerce and marketing strategy. Contact Nathan

Today marks the inaugural flight for 12HIGH.

In 1903, another first flight took place: the first sustained, controlled flight by man. The first flight lasted only 12 seconds. It wasn’t completed by the modern day Dreamliner, but rather a machine that had been tinkered, altered and improved off the back of numerous failed attempts and prototypes. It took 12 seconds to deem the notion of flight possible. 12 seconds to transform everything about how mankind would go on to live, work and play.

The name 12HIGH has special meaning to me, as it embodies my guiding principle: clear direction with rapid action. The Wright Brothers didn’t write off the hundreds of failed attempts made to achieve flight as time wasted, they learned from them. They had a very clear vision of where they needed to go, and used their learnings and experience to execute significant action.

12HIGH aims to deliver more twelve second moments for our clients by activating strategy rapidly. 

I had an amazing six years as Group Digital Manager at Super Retail Group. In that time I was lucky to work with a talented team to help transform a traditional retail business into a truly omnichannel organisation. We drove huge eCommerce sales growth (120%+ last year). We replatformed our web and eCommerce platform onto Salesforce Commerce Cloud. We used design thinking, lean design and agile methodologies to establish our Test & Learn capability. We were awarded best multichannel retailer on multiple occasions and my personal contribution was recognised by the industry, awarding me a spot in Australia’s Top 50 People in eCommerce for four years running.

But there was one opportunity which kept standing out; the ability to turn business strategy into rapid action. And it’s not an opportunity limited to one organisation.

I have seen it in previous roles and heard it first hand from other business leaders. We spend huge amounts of time, money and effort to create strategies, often with large consultancy partners, which sit in bottom drawers gathering dust. We constantly prioritise, reprioritise and re-reprioritise what we might do. We spend more time talking and meeting about change than acting on it. We paralyse ourselves and our organisations because we are scared to fail.

If action without strategy is wasted effort, strategy without action is self-destruction. Given the pace at which our customers, technology and competitors are changing; a failure to act quickly is our quickest path to irrelevance. And I don’t know any organisation who is aiming for irrelevance.

So how do we change so that we can activate our strategy quickly?

We need to be able to think big but act small. We need to continually test and learn new ideas. We need to be flexible and respond quickly to change. We need our teams to be empowered and creative for continual innovation. We need our customers to validate our assumptions. We need to co-create for better outcomes. We need clear goals for quick decisions. We need to think of tomorrow and act today. We need to continually progress to remain relevant.

At 12HIGH, we translate strategy into short and long term action plans focused on validated customer insights, rapid action and continual innovation. We specialise in developing and activating digital, customer and eCommerce strategies to meet larger organisational objectives. Our test and learn methodology, the OODA Loop, combines design thinking, lean design and agile practises, to deliver rapid insights, prototyping and customer validation for any business problem.

That’s 12HIGH on day one. We have the vision and the experience to transform business strategy into action. And it starts today.

If you’ve read this far, thank you. I would love to continue the conversation. If 12HIGH’s approach resonates with you and your organisation, please reach out for a free initial consultation. If it doesn’t resonate, I’d love to know why. In true test and learn fashion, your feedback will be invaluable to shaping how 12HIGH continually transforms into the future.

Onwards and upwards,


12HIGH actively transforms business strategy.

Business strategy is too often passive. It is too rigid. It is too often theoretical. It is too often presumptuous.

We believe business strategy is your greatest weapon. It shouldn’t be treated as a chore. But in order for strategy to be effective, we need to change how we approach it.

Business strategy needs to be focused. It is easy to gravitate towards the shiny things. The loud things. The easy things. We use a mixture of data and empathy, measured against your organisational goals, to identify the biggest gaps and opportunities for your business. We pursue progress of these opportunities at pace.

Business strategy needs to be flexible. As Mike Tyson once said;

“Everybody has a plan until they get punched in the mouth.”

Your strategy is your guide but it doesn’t mean you follow it blindly. We break your strategy down into what we can do tomorrow, what we will achieve over the next 90 days and larger, long-term projects. By revisiting these tactics regularly we can adjust our actions while remaining true to our strategic approach.

Business strategy needs to be inquisitive. How often do you see a business strategy admitted it that it doesn’t have all the answers? Rarely. Strategy is implicitly self-assured. However, the right questions are often more valuable than  the supposed answers. By using a Test & Learn approach we not only test what we think we know but get some answers on what we don’t know.

Business strategy needs to be tested. Strategy is easy to form if we approach it as a presumptuous and theoretical exercise. At it’s most dangerous, strategy is a collection of well paid opinions. We believe strategy needs to be co-created by a diverse group – including our customers. By getting real validation form customers we set ourselves up for success early and don’t wait until execution to find out the uncomfortable truths.

Business strategy needs to be actionable. Annual strategy papers which are approached as a compliance exercise and stored in bottom drawers are not only useless but wasteful.

We want strategy to be your most valued companion.

It should be front and center in what you measure, where you invest and what you create. By ensuring that your strategy has actions which you can commence today, with a long term view for the future, means you get instant and long term value from the exercise.

This is how 12HIGH approaches business strategy. We specialise in digital strategy but use our test and learn approach (including our OODA methodology) to apply digital thinking to any business problem. We would love the opportunity to transform your strategy as well. And no, we promise we won’t bring Mike Tyson with us.

Nathan is the founder and lead strategist at 12HIGH. 12HIGH specialises in establishing digital strategy including digital transformation, Test & Learn capabilities, eCommerce optimisation and customer connection. Contact 12HIGH now

A solid digital transformation strategy is the first step to ensuring you have the foundations to refocus your people, resources and efforts in the right direction. So what are the key elements you need to get right in your strategy in order to get your digital transformation off to the best start?


1. Alignment to organisational strategy
The purpose of a digital transformation isn’t to create a silo’d team, new goals or a second stream of projects. A successful digital transformation will enhance an organisational strategy by enhancing digital capability, technology and mindsets. Therefore, before commencing digital transformation work, it is crucial that the organisational mission, values, goals and strategy are clear in order to identify the gaps and the opportunities.
Successful digital transformation strategies accelerate towards a common goal, they don’t divide an organisation.
Key activities for success include:
  • Organisational strategy review
  • SWOT analysis 
  • Market analysis 


2. Customer validation
With consultants, senior leaders and strategists collaborating to deliver a digital transformation strategy, it will be natural to jump to unchallenged assumptions. These assumptions well may be valid and based on previous experience, market trends and academic research. However, to ensure it is relevant for your unique customer, each major assumption needs to be qualified with real customers before making major decisions which will determine your relevancy.
Getting customer validation doesn’t mean that you always have to do what your customers want.

Your customers may not know what they want until they see it. However, if you are going to take your customers in a new direction, you need to know their motivations and plan the change journey you will take them on.

Key activities for success include:

  • Customer empathy 
  • Customer journey mapping
  • Future trend analysis 


3. Co-creation
The easiest path to delivering a digital transformation strategy is to bring the digital subject matter experts into a room, extract a bunch of information and have a consultant come back with a shiny slide deck. This approach will be time efficient but unlikely to deliver transformational thinking and a viable action plan.
An effective digital transformation strategy will be formed by engaging those who can contribute to a wide business lens and a diverse problem solving mindset.

A  digital subject matter experts, senior leadership, your front line team, creative start ups, technology partners and if we really go crazy, real customers! Using this team to create the outputs will ensure that change management can be effectively planned and we get endorsement of the strategy from day one.

Key activities for success include:

  • Open forums
  • Design challenges
  • Progress showcases 


4. Boulders, rocks and pebbles
Digital transformation can be daunting. This is magnified when the output is a list of multi-year, multi-million dollar, interdependent projects which span a horizon likely to reach the launch of iPhone23.
The truth is, we can’t be sure we know what the digital landscape will look like in 12 months, let alone 12 years. But we need to start now.

Therefore, digital transformation actions need to be split into boulders (big foundational projects likely to take years), rocks (medium sized initiatives which can be implemented this year) and pebbles (the tactical improvements to test immediately). By ensuring we have various sized actions we can ensure we can start today, plan for tomorrow and create long term momentum.

Key activities for success include:

  • Time boxed goals
  • Test & learn initiatives
  • Post-strategy 90 day plan


5. Decisions (not necessarily alignment)
When creating a digital transformation strategy, it is inevitable that there will be opinions which do not align. This is not only OK, it is constructive. We want our key stakeholders to have the opportunity to be heard and contribute to the solution. Then, even if there is not consensus on the approach, we need public agreement on a way forward. By having these open conversations and decision endorsement, it is more likely that action will follow strategy.
The most dangerous behavior is implied consensus and silent dissent.

For big decisions, especially around people or technology, silent dissent is likely to lead to politics and wheel spinning rather than action post strategy delivery.

Key activities for success include:

  • Design principles 
  • Affinity mapping
  • Clear sign-off

The one thing that all these elements have in common? A successful digital transformation strategy comes down to HOW we create rather than WHAT we create.  By aligning to one organisational strategy, engaging stakeholders (especially customers), incorporating diverse viewpoints, clear decision endorsement and immediately actionable next steps, you will set your digital transformation up for success.

Nathan is the founder and lead consultant at 12HIGH. 12HIGH specialises in establishing digital strategy including digital transformation, Test & Learn capabilities, eCommerce optimisation and customer connection. Contact 12HIGH now