Digital Transformation Is About Culture Not Technology
Colin D Ellis (main photo) is a culture change expert, author and international speaker. His latest book is Culture Hacks: 26 Ideas to Transform the Way You Work is out now. In this guest post, Ellis argues a change in mindset is the starting point to any digital transformation…
There are many lessons to be taken from the events of 2020 that continue into this year, not least the fact that the mindsets of senior leaders that had previously blocked the shift to greater flexibility and trust in technology were finally changed, albeit through necessity rather than choice.
IT departments swung into action, tools were ‘rolled out’ and adoption of video conferencing and collaboration technology was not only embraced but also seen as a valuable addition to the way that things get done, both now and in the future.
However, those changes didn’t necessarily lead to an improvement in the culture of advertising, media and marketing teams. In fact, for many the poor behaviours were simply replicated in this new remote environment and added to the mental health strain that the virus has wrought.
Back to back in-person meetings became back-to-back virtual meetings, there was no agreement of how to collaborate and a plethora of tools contributed to collaboration confusion rather than improving productivity. And therefore, the opportunity to build on these digital needs and to transform the organisation was missed.
It is still sadly overlooked that any kind of transformation requires a change of culture ahead of the implementation of digital tools. The mechanics of how to affect this shift in thinking and behaving need to become core operational competencies so that organisations and teams don’t see culture as a ‘project’ to be undertaken by change managers who are given the limited responsibilities of training people and communicating to them about the changes that are required.
It’s overlooked because it’s considered hard to do. The ‘culture change is hard’ line is now right up there with the line from Jaws ‘You’re going to need a bigger boat’. And we all know how that ended.
In order for organisations and teams to get the most from any kind of digital approach then it requires a change in mindset, habits, behaviour and a new agreement on cultural expectations of all staff.
Digital Transformation is happening everywhere right now. Indeed one survey found that organisations are not just planning transformation, they’re planning radical transformation. Yet, another survey found that 87% of respondents found that culture was the biggest barrier to this transformation. It always has been.
When I managed Y2K (check it out on Wikipedia kids!) digital transformation projects in the UK newspaper industry in the late 1990s, the biggest issue wasn’t the technology we were implementing (it worked well), it was that the people who were to use it, didn’t want to. They liked their old order books, tubes around the office transporting copy to be edited and the tables on which they could ‘bang people out’ when they retired. This cultural transformation had to be handled delicately and they needed to be involved in the definition process so they felt that sense of belonging and empowerment when the switch was flicked on January 1st 2000.
Providing the strategy for taking a ‘digital first’ approach is sound then transformation needs to start with the staff (not senior managers) defining the new cultural state and the expectations of each other within it. If the people who are expected to transform aren’t involved in this activity then prepare for a laborious and painful process hamstrung by a lack of engagement, a unwillingness to change behaviour and a retention of the old ways of doing things.
Cultural transformations are driven by humans with growth mindsets who role model the behaviours and collaboration principles required to embrace everything that is new. They will challenge existing processes, look for smarter ways to do things and accept that they may be the problem when it comes to digital adoption.
Age shouldn’t be a factor as everyone should be willing to learn and grow. Those that don’t will be left behind and the culture will eventually reject their behaviours.
Digital tools can increase connectedness, productivity and engagement across an organisation. They can improve linkages and relationships with clients and in some instances can provide a competitive advantage. But all of this is only possible when the organisation has taken the time to build a vibrant culture that is willing to adopt them in the way they were intended.
By providing the staff with the opportunity to not only create a sense of belonging but also to instil in them the need to constantly grow and look for better ways to work, the organisation will ensure that it never needs to run a digital transformation project ever again. And at this point culture change becomes easy, not hard to do.
Please login with linkedin to comment
Colin D EllisLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
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.