3.3. Employ a Communication Strategy to Win Over
Skeptics and Create Allies
At the core of the shift, and in any initiative, is communication. Communication can make or break the success of the undertaking as it is the glue that holds organizations together. Communicate almost to the point of being annoying, because complete interpersonal understanding is almost impossible to achieve.
Basing communication on the needs of stakeholders and using the language that they understand will immensely increase the chances of having messages resonate, getting them to buy into the ideas being proposed. Having transparent and effective need-based stakeholder communication will also help to clearly see the opportunity to transform, where the team is in terms of capabilities and where it still needs to improve. This way of communication will help reduce resistance as stakeholders are truly listened to, feel respected and taken seriously.
Although this can result in quick wins, which are nice and might move the needle a little, innovation and transformation are projects that seek to create fundamental changes, and so need to result in fundamental impact. A >10x improvement, new revenue sources, or improved competitiveness are what people are looking for. Being able to show, communicate and claim victories in the short, mid- and long-term will ensure longevity and impact of the effort.
To take the organization on this journey, internal PR and marketing are vital tasks of transformation units which help create buy-in, open minds, and finally have impact. Having a good communication strategy is one of the keys to lasting success. The whole digital transformation hype is, at its core, really a people and organizational culture-based topic. Employees in a company need regular, constant communication, they need to be taken by the hand, and they need to be respectfully treated and communicated with. Communication can support the building of employee willingness, ability and the (perceived) real opportunity to change. It is then that employees will buy into the digital transformation effort and support the shift that needs to take place.
Sebastian Mueller is Chief Operating Officer at MING Labs
and Philipp Baumann is Partner and Head of Solutions Development at Ecube.
For more information on Digitalisation, contact Ecube for a consultation.