Digital Transformation Is Like A Body Transformation: There Are No Quick Fixes!
In this guest post, CEO and MD of Aquient, Jimmy Storrier (pictured below), says CV-19 will hasten brands to move to digital transformation. But, he adds, much like working on your new body, there’s no “quick fix” pill you can take…
Companies in traditional industries are being faced with a choice: adapt or die. The global COVID-19 pandemic that has impacted us all has made this clearer than ever before. Companies who struggled to meet the demands of their Millennial and now Gen-Z customer base before COVID-19 are going to find it even harder afterwards.
So much of digital transformation up until now has been almost forced upon companies who have begrudgingly dragged themselves into the 21st Century by buying some new software and calling it “mission complete”. Very few businesses have truly transformed how they do business to keep pace with their customers’ expectations.
There’s hardly been an excuse. The past 10 years since the global financial crisis has seen unprecedented economic growth which should have left most businesses with healthy balance sheets. Those with accumulated capital or access to debt will move quickly on the true digital disruption coming, as opposed to the false start efforts of the last 10 years and look to M&A opportunities. The focus as the world returns to business as usual, and it will return, will no longer be on cost-cutting but true investment in innovation via digital transformation.
This is no longer about disrupting your Business-As-Usual internally by being forced to use some new analytics software by a zealous CTO. This is about disrupting your existing business model, even your entire industry, massively improving your customer experience.
If your business isn’t thinking digital first, with everything else it does in support (but still important), your business will be unlikely to survive the next decade.
This is where digital transformation becomes like body transformation.
Maintaining our health is difficult. In a world of constant abundance, we all know that eating and whatever we want, when we want, leads to adverse health outcomes.
It’s no secret that a lot of people with the best of intentions fail in maintaining health standards they set for themselves. This isn’t for lack of options and flexibility. There are an almost infinite number of ways to create a healthy body today.
And so it is with digital transformation. I’ve been unfortunate enough to bear witness to a number of failed digital transformation initiatives. Unfortunately, the numbers still aren’t declining, even with best intentions. Company leadership in many cases talks a big game but isn’t prepared for the investment of effort, time and money that’s required to drive true, fundamental change.
Software vendors in the market today promising to transform your business “out of the box” aren’t helping, just like the personal trainer walking the floor at the gym who can solve all your health problems with a gym membership.
Even if you go ahead and buy that gym membership, that in itself doesn’t lead to a body transformation. It’s the months or even years of hard work YOU put in at the gym that make the difference. The personal trainer won’t tell you that the journey will be painful and arduous. There will be false starts and periods of regression. No-one wants to hear it – that doesn’t sell gym memberships after all.
It requires effort, focus, persistence, motivation and no small part of personal attitude change to stop being the person you are and start acting like the person you want to become. That mountain isn’t a simple one to climb, but it is achievable. Anyone who has gone through this process also know there are no quick results. It’s often months of hard work before any noticeable change occurs, which can be de-motivating.
By way of contrast, many CMOs, CTOs and even CEOs today are buying gym memberships (software) and expecting immediate results, holding a Spanish Inquisition held when business transformation isn’t immediately apparent – finding anyone and everyone to blame for the lack of results: vendors, partners, consultants or even internal teams.
It’s a hard pill to swallow, but change comes from the top. Failure in these transformational endeavours can only be attributed to the most senior levels of leadership. The reimagined company needs the full support of senior leaders to be successful and an understanding that this journey will take time and almost all of the energy and attention of the business, at all levels. It isn’t an initiative that gets crossed off the To-Do list.
Yes, you’ll still need to buy the gym membership: that’s your pathway to success. The technology and the services around implementing the technology get you on to the starting block, but then approach this like you would a body transformation.
It’s the years of laser focus, constant innovation, improvement, optimisation and transformation that come next that matter and will ultimately mean the difference between success and failure.
Please login with linkedin to comment
Jimmy StorrierLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.