Digital Change

Vectors for digital transformation

“Why are Digital Transformation projects tough?”, he asked me. We were just starting a conversation why the vectors for digital transformation were simple to see yet not commonly practiced. This was a CEO of a large enterprise who has been at his wit’s end, trying to evangelise digital change. The conversation meandered and the two vectors that stayed on the table are outlined here.

A growing number of leaders understand the importance of digital and the impending changes that knock on our gates. At one level, that is good news. The other piece of good news is the surfeit of new technology that docks at our ports every minute. They call it the fourth industrial revolution and thats not without reason.  Technology at that scale accompanied by executive backing should be a sufficient multiplier you would reckon. True, it implies raw power. But digital transformation is more nuanced than that.

Digital Transformation is tough.

Despite all the promise it holds, any transformation is tough. Particularly so for digital transformation. For starters, Digital transformation cannot be achieved through diktats. There are no silver bullets, gilded warriors and ornamented events.

There are many other reasons why digital transformation is tough.  These range from having a common understanding of what digital is to evolving a strategy for getting the organisation ready to leverage it in full. The digital space is dynamic, with both actual change and a lot of noise leaving people confused and leaden-footed. This is often exacerbated by leaders seeking lasting change at a furious pace. Like any other initiative!

The only trouble is that going digital is not an initiative.  On the contrary, it is patient work at organisation social design and reimagining of the work that is important.

The difficult part about the change does not pertain to technology but about conversations about work. To fundamentally reimagine a set way of working with all stakeholders concerned, is not a function of technology alone. Therefore, it requires an inviting way for people to examine their new context owing to shifts heralded by technology. Processes go redundant. Policies will require a relook. Skills are different. Etc etc. These warrant careful examination via conversation. Human and work-centric facilitated conversations make a difference.

Change management with digital is a messy dialogue. It needs patience and a series of sustained activities. Two vectors for digital transformation are outlined here.

a. Portfolio of initiatives:

Any transformation project doesn’t get accomplished with one swish of a sword. It needs multi-pronged initiatives over a period of time. Work and accomplishment of work tasks being at the center, a multidimensional patient effort is a bare minimum. Communication, org design, workflow, processes and policies, skills enhancement and several others. All targeted at a few work-related outcomes that can flourish through conversation, ideation and perhaps experimentation. Teams that are willing to invest the time in conversation and evolve new ways of working have far more chance at engineer lasting change.

b. The necessity of the big moves and the small wins:

Digital transformation success stories have often an adroit balance between ‘big moves’ and ‘small wins’. The big moves provide stability and the foundations. Investments of money and time, infrastructure, commitment, and communication etc are all examples of the big moves. Small wins are like speedometers on the journey. They show that there is progress in the direction of the Big Moves.

Several leaders recognise the importance of these and bring about a play in both. A celebration of the Small Wins in the context of the Big Move brings clarity to a wider population about what is what. Not to mention, a clear understanding of the need to keep going forward.

To be able to hold the space for all stakeholders to come together to reimagine their roles, skills, and ways of working, in the wake of digital, is a key skill for modern day change makers. We must remember that the days of ‘herding into a room for a powerpoint based announcement’ are long over.

All this is for ones that are serious about orchestrating a mindset that embraces digital transformation. The essence to lasting Digital Transformation is getting ready to change again, just after you have changed! It is a continuing conversation with no finish line in place. That makes it perpetual.

 

Features Dont Sell

It was in an animated conversation with a dear friend a quote came up. He said, quoting the Marathi playwright Mahesh Elkunchwar, as he spoke of writing, “the experience is always bigger than the writing”. His words have stayed with me ever since. Especially so, when I sit down to write and wanted to describe an experience. Last week, in the middle of a conversation on Digital change, I was so reminded of this again. As a fine bunch of tech colleagues focused much on the technology that they were getting deployed. I call it ‘Feature Focus’. And features don’t sell!

Helping organisations navigate digital change processes brings me front and centre of how much ‘feature focus’ dominates conversations. The top three conversation dominators in my experience have been like the following

  1. This product can do ‘X’ and then it can do ‘y’.
  2. If users face a problem then they can click button Q and hit enter and they will get a view of the help centre and raise a ticket..
  3. It runs on ‘XYZ platform with ABC technology that has been adopted by 85% of Fortune 500 firms.

You get the drift.

Products rarely succeed (or fail) solely by virtue of the features within. What a product can do, in this case, a technology, is also dependent on the context of the environment in question.  To have passionate conversations without the end user’s context in the room often proves to be the digital change efforts undoing. Falling in love with our areas of expertise ( geeks falling in love with technology, facilitators obsessed with their ‘performance’ etc). So much so that focus remains trained on the features within, forgetting that the technology is just a means to a larger business goal.

Reflections on my experience and conversations with fellow change practitioners lead me to three thought trails. To many, am restating the obvious. But I have been through serial surprises over the last few weeks on how blinding the obvious is, that it is completely missed.

1. Features are contextual

Features are not absolutes. They are always a function of the context in which they are deployed in. A 5G phone may be fantastic by itself. In a geography where technology is limited to 3G phones, 5G has no relevance! While this may occur to you as a rather inane example, it illustrates the point. Imagine sitting in meetings where the virtues of such ‘5G technology’ are extolled.

Business rhythms, organisational cycles, tendencies for change and the need for change all matter much. When these are drowned in the noise of features, the change effort goes nowhere. It, in fact, is a giveaway for how the change effort will unravel!

2. Tech adoption is not a function of features

Features are important. So is context. Yes. There are more elements that determine adoption. To me, a key aspect is demystifying the technology element and weaving it into daily work.  The time lag between the start of the change effort and when change hits every individual is a big factor too. The essence, however, is to focus on ‘work’ and how work shifts for every employee. Features and glory of the technology in itself have to be experienced on the ground, more because of the shift in work. There is no glory in them being on Powerpoint slides.

3. Communication is not the fancy poster in the hallway

There is a communication 101 lesson that I recall. Communication is always a function of how it is received. Numerous change efforts have fancy posters, screensavers, games, and contests. To my mind, communication is a ‘moment of truth’ thing. It happens at places closest where work gets done. It often happens between people on the ground. At least the communication that determines the sustenance and success of the change happens there. That’s why keeping the ear to the ground trumps hanging from the nail in a hallway in the ivory tower.

Designing effective change requires courage. It seeks a huge degree of going beyond the immediate and seeing the larger picture. It requires a raw courage to thrive in the ambiguous gray of change.  Above all, it mandates going beyond a feature focus. That often means going past a stated requirement and find a new plane.  For a change practitioner, that requires comfort in crowing heroes of change and staying in the shadows. Borrowing from my friend’s quote of Mahesh Elkunchwar, the change that is sought is more important than the skills it takes to orchestrate it!