Case Study: Using the “Messaging House” Framework to Build a Digital Transformation Roadmap

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👤Role: Chief Information Officer (CIO)

Background

As the CIO of a mid-sized manufacturing company with 1,500 employees, I was tasked with leading our digital transformation journey — a challenge that required not only technology adoption but also a deep cultural shift.

To communicate this vision effectively across all levels of the organization — from executives to factory operators — I applied the Messaging House framework, a structured communication model that helps align everyone around a unified message.

🏠 The Messaging House Model

The Messaging House consists of several levels:

Roof (Vision) – The overarching promise or end goal
Pillars (Key Messages) – The main messages that support the vision
Foundation (Evidence) – Data, examples, or proof points that validate each pillar
Basement (Mission & Core Values) – The cultural and ethical foundation that sustains the transformation

🏗️ Applying the Model: Digital Transformation Messaging House

Roof (Vision)

“Empower every employee and process with digital tools to achieve smarter, faster, and more sustainable growth.”

Pillars (Key Messages)

Data-Driven Decision Making

We will turn operational data into actionable insights to improve productivity and quality.

Automation & Efficiency

By automating routine processes, we free up human potential for creativity and problem-solving.

Customer-Centric Innovation

Technology will help us understand customers better, anticipate needs, and deliver superior experiences.

Digital Culture & Capability Building

Every employee will be equipped with the skills and mindset to thrive in a digital-first workplace.

Foundation (Evidence & Data)

Pillar	Evidence & Data
Data-Driven Decision Making	- Implemented Power BI dashboards across departments - Reduced manual reporting time by 40% - Increased decision accuracy by 25%
Automation & Efficiency	- Introduced robotic process automation (RPA) for invoice processing - Cut processing time from 5 days to 12 hours - Saved 2,000 man-hours per quarter
Customer-Centric Innovation	- Deployed CRM and AI-based analytics - Improved customer retention by 15% within six months
Digital Culture & Capability Building	- Launched a “Digital Academy” with internal and external trainers - 80% of employees completed at least one digital course - Created a reward system for digital initiatives

Basement (Mission, Vision & Core Values)

Mission:

To create long-term value through operational excellence and digital innovation that enhances both customer and employee experiences.

Vision:

To become a data-driven and customer-focused enterprise recognized for agility and innovation in the manufacturing sector.

Core Values:

Integrity: We act with honesty and accountability in every digital initiative.
Collaboration: Digital transformation is a team sport — we grow together.
Innovation: We embrace change and challenge the status quo.
Empowerment: We enable our people to make meaningful impact through technology.
Sustainability: We pursue digital growth responsibly, with respect for people and the planet.

🚀 Outcome

Within 18 months:

Digital maturity score improved from 2.1 to 3.7 (out of 5)
Employee engagement in digital initiatives increased by 60%
Operational cost savings of $1.2 million
A unified narrative of transformation emerged — one that resonated from the boardroom to the production floor.

🟢Key Takeaway

The Messaging House framework transformed a complex digital roadmap into a clear and emotionally resonant story.
It allowed me, as CIO, to connect strategy with purpose — showing why transformation matters, how it will happen, and what each person’s role will be in making it real.

Pham Dinh Truong
TIGO CONSULTING

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Case Study: Using the “Messaging House” Framework to Build a Digital Transformation Roadmap

Learn how a CIO turned a complex digital transformation into a clear, inspiring strategy using the Messaging House framework — aligning data, automation, innovation, and people to drive sustainable growth in manufacturing.

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Case Study: Using the “Messaging House” Framework to Build a Digital Transformation Roadmap

🏠 The Messaging House Model