Recently Tim and I were flying to San Francisco for a series of meetings and we were discussing the concept of organisations taking surveys and clicking the “we are a digital organisation” box. They are not. Nothing like digital.
Our friend Graham Hawkins often shares posts where he talks about the high percentage of organisations that claim to be digital (or to be undergoing digital transformations) and then asks… “are they actually?” We conclude “no” they very definitely are not.
In todays post Graham found some research that suggested that 44% of organisations have “moved to a digital first approach” and in a previous posts he quoted research that said 62% of organisations are socially mature.
This is pure fantasy (I know that Graham only posts these things so he too can argue that it is not in fact the case) because every company we have had dealings with (since we founded Digital Leadership Associates and before, many of which are global organisations in the Fortune500) is so far away from having an integrated or even a coherent digital/social strategy that they are dreaming…or are in denial.
As Tim said in our conversation, “we are digital, everything we do is digitised.” And it is. How we communicate internally (via Slack), how we market (via social) how we mange resources, manage customers, manage data (yours and ours), how we sell, invoice, bank…everything is connected everything is digital. But that is, of course, the easy part.
What’s more telling and more difficult to achieve though is that being digital is a frame of mind. What we do at work informs what we do at home, when we use our apps and tools at home, that informs what we do at work, we enrich our home lives with what we learn whilst we are doing our jobs…and vice versa. At Digital Leadership Associates we hunger to be more efficient and create more value from our combined (the individuals within the organisations) networks and relationships. When I write a blog (like this) I don’t want just me to tweet/post about it…I want everyone to do so, me, Tim, Julie, Alex, Philip, Stephen, Vimal, Mark, Simon…I want our global reseller network Exponential Sales, Virtual Team, Alinea Partners, RPC Partners, Little Bird Marketing and all of the new resellers we have coming online to tweet and post about it. I want my blog to be distributed to Vimal’s Network in Hong Hong at GMT +10 right through to Priscilla’s network in Missouri at GMT -6 to be sharing my content to their trusted networks 24 hour per day…and they do.
Because we are digital.
As Erik in Munich learns about a new CRM system and how this impacts us and our customers from a late night email he immediately shares it with Thomas in Fargo.
Because Tim has instructed them to do so? Because it is “mandated” in their T&Cs? Because we are all using Slack to communicate in real time with each other?
Because we are DIGITAL, and we are SOCIAL.
We NEVER “do” outbound.
We NEVER host events.
We NEVER use email, newsletters, adverts.
Because they are inefficient and ineffective in 2019.
We don’t have all of those time-wasting energy drains that most companies have to share information we have Slack (or any other internal social network) because we are a DIGITAL organisation.
So the reason I’m writing this blog…is not to boast or gloat, it’s to tell you that you can too. Whether you employ 10 people or 10,000 people, it doesn’t matter. What maters is that you must have a vision. You MUST have leadership that it prepared to actually LEAD (by example rather than simply telling you what to do) and you must have a desire to change.
Because if you don’t radically change they way you work with your staff AND your customers you’re as good as dead.
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