If digital transformation is not a destination, then what is it?
Exploring the complex layers of digital transformation to understand why it’s an ‘ongoing process’.
Organisations often view digital transformation as a destination, like the Holy Grail or reaching Valhalla. But when is digital transformation ever ‘done’? Has Amazon completed its transformation? What about Google or Apple? The truth is we never stop transforming and evolving, and it’s essential to keep that in mind as we navigate the ever-changing digital landscape.
Digital transformation is an ‘ongoing process’.
The idea of digital transformation being an ongoing process has been discussed for over a decade. For instance, in 2016, Daniel Newman, CEO of The Futurum Group, referred to it as a “moving target” that requires constant evaluation and updating to remain a viable strategy.
In 2018, Lisa Croft, Digital Transformation Leader at Adobe, mentioned, “Digital transformation is an ongoing process that shifts and evolves over time to meet both consumer and internal stakeholder needs.”
Moving forward, in 2021, Jon Roskill, Senior Advisor at EQT, reflected on the findings of a Deloitte global study. He explained that Digital transformation is about technology and businesses adopting technologies to modify their methods. It’s an ongoing process that takes time.
“Digital transformation is about more than technology. Really, it’s about companies integrating technologies that allow them to change how they work, and that change doesn’t happen overnight; it’s ongoing.” — Jon Roskill, Senior Advisor at EQT.
And more recently, in 2022, Traci Curran, the Director of Product Marketing at Actian, emphasised the importance of reevaluating digital transformation efforts for organisations in response to the COVID-19 pandemic and subsequent lockdowns — “As a result, this caused organisations to take a step back and assess their DX initiatives and strategies to ensure they keep pace with today’s changing business environment.”
However, I’m curious about the ongoing evolution of digital transformation and whether it can ever be achieved. To illustrate my inquisition, I will use an analogy commonly used to describe the complex integration of technology, artificial intelligence, and strategic changes.
The infinite layers of digital transformation and human evolution.
Imagine the concept of transformation as a set of Russian dolls. Moreover, think of human evolution as these dolls. The initial layer represents a primitive society of early humans, where they hunted woolly Mammoths with spears and took shelter from Sabre tooth cats. As you uncover each doll, you witness the progression of humanity, including the invention of the wheel and the industrial revolution, leading to modern life as we have today.
Humanity has evolved in varying forms over hundreds or even millions of years. As one delves deeper into the layers of existence, life grows increasingly intricate, much like a set of Russian dolls. We have advanced from fulfilling fundamental needs such as escaping frightening felines to inhabiting a digitally-focused society with multifaceted ways of life.
In today’s world, digital technology has significantly impacted our daily routines and behaviours in various ways. Here are some examples:
- Connect with friends, family, and colleagues through messaging apps and social media.
- Order products online and have them delivered to your doorstep.
- Work or study from home using video conferencing and collaboration tools.
- Submit a car insurance claim via a self-service portal.
- Meet potential partners on dating apps.
- Use wearable devices and apps to help track physical activities, heart rate, steps, and sleep patterns.
- Manage finances remotely using online banking, mobile payment apps, and digital investment platforms.
- Remotely control thermostats, lighting, and security systems using Smart devices and voice assistants.
- And so on…
As a result of successful technological advancements, we have been able to automate complex and mundane tasks, achieving once-impossible outcomes. However, this has increased the number of activities we engage in, the amount of information we collect, and our overall lifestyle complexity. Additionally, as society demands more content and automation, organisations will always have infinite behaviours and needs to address.
A journey of human progress and transcendence.
Regardless of our technology’s sophistication and ability to meet peoples’ demands on many levels, behaviours will continue to change. As a result, is digital transformation constantly lagging or leading? That depends on the organisation’s context and its target audience.
Don’t treat digital transformation as an end goal; treat it as an ongoing journey — an odyssey.
To address the pressing inquiry of when digital transformation is complete, the answer is that it is never finished. It is not a fixed destination, and as a result, it resembles an infinite cascade of Russian dolls. Throughout history, we’ve created tools to improve our ability to survive and thrive, and we’re still doing so today. With the growing prevalence of AI tools and intelligent systems, are we on the cusp of a new era of digitalisation?
Regardless of how ‘complete’ an organisation views its digital transformation programme, there is no ultimate objective. Consequently, we never cease to gain knowledge about our audiences and markets. So, keep observing and listening attentively.
Digital transformation is not a destination. It is about incremental change and improvement, but more so, an ongoing journey of human progress and transcendence.
References
- Digital Transformation is a Journey, Not a Destination, by Daniel Newman
- Digital Transformation is a Journey, Not a Destination, by Traci Curran
- Why Digital Transformation Is An Ongoing Journey by Jon Roskill
- Digital Transformation Is an Ongoing Process by Lisa Croft
- Strategy, not technology, drives digital transformation by Deloitte Insights
