How Digital Transformation Is Beyond Technology—Creating a Digital Culture
In the last decade, we’ve seen a significant confluence of disruptive technologies and changing customer expectations—both moving at a rapid pace—and their impact on how companies organize and manage people and teams, as well as, investing in education for employees.
The customer-centric marketplace of today requires an organization to have a digital culture built on exploration and experimentation; where people and teams foresee customer shifts, move quickly, and stay one step ahead of the competition.
So, how do companies today prepare their organizations for digital transformation, and how can they build an internal culture ready for the future?
Organizational Structure and Collaboration
For more established companies, digital transformation means not only the integration of new technologies but a radical change in organizational structures and the decision-making process.
Pamela Hinds, Professor of Management Science and Engineering at Stanford University, found that companies that cultivate a digital culture and are open to innovation and change are those who are customer-centric, agile, and fast, promote unbound collaboration, and have an appetite for risks.
Hinds compares the organizational structures of traditional companies and startups, and the capacities of each to innovate. She found that in startups, organizational rules are less defined, and people can step in and step up if they see a need for change.
What this means is that leaders must restructure organizations to support and encourage a new way of thinking and doing—creating a foundation built to respond quickly in a digital-focused marketplace.
As the pace of change increases, for digital transformation to happen, companies need to instill fluid collaboration between functional and organizational boundaries, bring diverse expertise together, and encourage global teams. Solutions and being nimble must take priority over hierarchical structure.
Continual Learning Culture
In a McKinsey survey (2017), executives viewed ‘investing in retraining and upskilling existing workers as an urgent business priority.'(1) For these executives, understand that the right skills are fundamental to helping their company to succeed.
When the CEO of AT&T, Randall Stephenson, saw back in 2012 that the company’s workforce did not have the skills required for the emerging technologies, he started an internal, ongoing learning program called Vision 2020. (2)
Incentives, Rewards, and a Growth Mindset
How employees are incentified and rewarded is also essential as it directly influences the idea of exploration and experimentation; this is especially important in digital disruption where a sense of urgency is needed for organizations to foresee potential industry changes and embrace them.
To do this, companies must create a safe environment where employees can learn, try new strategies, accept failure and learn from it.
Robert Sutton, Professor of Management Science and Engineering at Stanford University, promotes what he calls “after-event reviews” and how they are instrumental to learning, regardless of whether they focus on success or failure. What is essential is the deep thinking and learning which come from both. That knowledge from success and failure is instrumental in the learning process.
Digital transformation leaders are creating an appetite for risk while embracing and learning from failure. Instrumental is providing a safe place for employees to learn, upskill, try out, and explore. This way, employees can come together, armed with the willingness to work together across teams and use their collaborative knowledge to make the impossible, possible.
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