Charlene Li, founder, CEO & Principal Analyst at Altimeter Group, co-author of Groundswell with Josh Bernoff and author of several other books, released “The Engaged Leader – A Strategy for your Digital Transformation”.
Charlene, formerly at Forrester, also opened the AIIM 2015 conference with a keynote on the topics she explains in the new book.
With digital transformation being the theme of the 2015 edition of the AIIM conference, an ideal opener. Just before the start of the event Charlene was kind enough to answer to some questions on Skype on digital transformation, the book and her keynote at the event.
Below are some key takeaways.
The customer as the enterprise-wide digital transformation anchor
Altimeter Group has been focusing a lot on the dynamic and digital customer (journey) in the digital transformation equation instead of on enterprise-wide transformation. Yet, Charlene doesn’t entirely see it as such.
She says digital transformation needed an anchor to unify the organization. And that’s exactly this dynamic and digital customer who needs to be focused on across the enterprise.
Prioritization and corporate culture
A core challenge in digital transformation, according to Charlene, is the lack of a plan and of prioritization. All too often leaders forget to focus on the goals and want to dive deep into everything instead of thinking each day “what can we change right now today that will have a significant impact”.
Another challenge is corporate culture. It’s exactly this change in culture that is needed, given the crucial role of people, engagement and relationships in digital transformations.
However, research by Altimeter Group shows that 63% of people who are in a digital transformation process say that changing company culture is the top challenge facing digital transformation, ranking it as “very important”. Another 34% finds it somewhat important.
Information and relationships
We also talked about the relationship between transformation and information as the AIIM event is for information management professionals.
Information is the lifeblood of relationships, Charlene says. Knowing that relationships are at the very core of digital transformation as Charlene mentions in her book and explains in her keynote, the crucial role of information is hard to deny. Yet, at the same time she warns to focus on the right information as we emphasized earlier on this (and other) blogs.
Digital transformation is a painful process and leaders need to go through different stages to become “engaged leaders”. It’s part of the framework Charlene offers in her new book. A must-read for leaders who want a very concise and actionable way to get started and realize the transformations they and their organizations need.
— Jay Baumgarten (@Jay_Baumgarten) March 18, 2015