For organizations to have a successful digital transformation they must consider technological upgrades and  a comprehensive reinvention of a business, encompassing its core value proposition, people, processes, and technologies. To navigate this complex journey, leaders need to make a series of critical decisions at each stage of the transformation process. These can be broken down into several key factors:

Setting business ambitions

The first step for a successful digital transformation is building a clear understanding of where the business is headed. This involves a meticulous review of current markets. Data and analysis play an unavoidable role in this decision-making process. Leaders need to use data-driven insights to assess market trends, customer behavior, and competitive forces.

Leaders must tap into their creativity and imagination to envision a fully digitized industry. This involves thinking beyond the current state and identifying new ways to serve customers, often in ways that haven’t been explored before. This creative approach can uncover innovative opportunities that can be the foundation of the digital transformation journey.

“The first step for a successful digital transformation is building a clear understanding of where the business is headed.”

CEOs must be willing to ask the tough questions: What does our industry look like in a digital future? How can we leverage technology to deliver more value to our customers? What are the risks and opportunities in this transformation? This is the starting point—the foundation upon which the entire transformation strategy is built.

Design – Planning for digital transformation

Once the business direction is set, the next critical decision is choosing the right leadership for the digital transformation effort. While the CEO must be actively involved and fully committed, it’s also important to assemble a team skilled in digital. This may include appointing a Chief Digital Officer (CDO) who can provide specialized expertise.

The CDO, if appointed, should not be viewed as a standalone figure but as an integral part of the leadership team. They play one of the main roles in driving the transformation agenda forward, ensuring that digital strategies align with the broader business objectives.

“Communication is not a one-time event; it’s an ongoing process”

Having a clear vision is essential, but it’s equally crucial to communicate that vision effectively to stakeholders. This means more than just sending out a memo or holding a few meetings. It depends on a compelling narrative and the use of specific branding strategies to make the vision resonate with employees, customers, and partners.

Tailoring messages for different audiences is vital. Employees need to understand how the transformation will impact their roles and the organization’s culture. Customers should see the value they will receive from the changes. Investors and partners need to grasp the business’s long-term potential.

Communication is not a one-time event; it’s an ongoing process. Leaders should continuously reinforce the vision and provide updates on progress. Transparency and clarity are key to keeping everyone aligned and motivated.

Deliver – Executing the transformation plan

In the execution phase, a crucial decision involves determining the firm’s position within the broader digital ecosystem. This includes deciding on partnerships and how to make the best use of external resources. No organization can operate in isolation. Collaborations and alliances with other players in the ecosystem can accelerate innovation and open new growth avenues.

Leaders need to evaluate where their strengths lie and where they can benefit from external expertise or technology. It involves creating a synergy that increases the value proposition and competitiveness of the organization. Strategic partnerships can also provide access to new markets and customer segments.

Execution without governance can lead to chaos. To make sure that the transformation stays on course, it’s imperative to establish comprehensive governance and escalation rules. This means defining roles and responsibilities, setting up decision-making processes, and establishing a framework for monitoring progress.

Frequent check-ins are of undeniable importance to track progress and address any roadblocks as soon as they arise. A dashboard that provides real-time visibility into key performance indicators (KPIs) is a valuable tool for decision-makers. It helps them make data-driven decisions and adjust strategies as needed.

De-risking – Maximizing success chances

Digital transformation is not a one-time project with a fixed budget. It’s an ongoing journey that requires financial agility. Leaders should adopt an approach similar to venture capitalists, allocating funds rapidly and dynamically. This means being ready to invest in initiatives with high potential, even if they weren’t part of the initial plan.

Annual budgeting cycles may not be suitable for the rapid market changes. Leaders must consider more frequent budget reviews and adjustments. This approach helps funds be allocated where they can generate the most significant impact and seize emerging opportunities.

Lastly, to de-risk the transformation journey, leaders should focus on sequencing the initiatives for quick wins. It’s essential to prioritize projects that can deliver tangible results within a relatively short time frame. Quick wins not only boost morale but also provide evidence of progress, which is vital for maintaining momentum.

Clear criteria should be established to evaluate the potential payoffs of various initiatives. This includes assessing their alignment with the overall strategy, their feasibility, and their potential to generate revenue or cost savings. By carefully selecting and sequencing initiatives, leaders can minimize risks and build a strong foundation for the broader transformation.

All CEOs must think about the best practices for digital transformation; discover, design, deliver, and de-risk

Tim Boesen

January 4, 2024

4 Min read