I just read Changing change management shared by David Stallsmith. No doubt digital (interactive media) and the software powering it can be incredibly useful for delivering and managing change within organizations. The descriptive and prescriptive digital examples discussed in the article seem to verify that digital is both positive and transformative when done right. And digital design is bringing enjoyment and enrichment into our work. Even during change it can be useful. But is “it” that transformative? Or, is it the people behind digital and the strategy for using it that is truly transformative? My bet is on people and strategy.
I’ve noticed that at PRFT we have the capacity to produce new software or a new digital design about every month and that’s faster than workers can adapt or work effectively, especially in geographically dispersed locations. The McKinsey article noted in one case where dashboards helped management when geography “constrained” them to “engage deeply and frequently with every employee.” But that is a potential concern. Engaging deeply and frequently has to happen to “change” change and work effectively. Without authentic and at times face-to-face communication it’s nearly impossible to facilitate change management or deliver a new initiative within an existing organizational culture.
Don’t get me wrong, I love digital tech and I’ve worked in the field since 1996 because it’s exciting and vibrant. However, we (consultants) must stay in tune with the humanistic aspects of how digital tools impact our clients, which in turn affects their customers. It is our knowledge and expertise, coupled with caring about our clients, that is truly transformative. IMHO that’s where we can really support clients in helping them create more customer value and a deeper understanding of their customers and markets.
An article from The Guardian speaks to an interesting perspective on digital transformation, “we shape our tools and afterwards our tools shape us.” The writer’s use of Dr. Marshall McLuhan’s views on communication (which digital is now a dominant communication medium) is thought provoking. Digital is “blurring the line between making online connections and forming real relationships.” As I mentioned earlier, digital methods are valuable and help organizations work more effectively and efficiently (just read the McKinsey article). But digital media is ours to shape and we want to stay cognizant of how over time it tends to shape our thinking, our values, our relationships and eventually our corporate cultures.
