Business Transformation

A large part of the last decade of my professional career, I have been involved in heavy business transformation. I have picked up some concepts from this experience and thought it would be worthwhile to share over this gray and cold October weekend. I align to the notion that transforming a business sustainably isn’t about chasing trends or jumping on every green bandwagon that rolls by. It’s about reimagining our products, aligning with our customers’ evolving demands, and, yes, sometimes admitting that the strategy that got us here may not get us there. But as we move towards the identified new normal, one thing is clear: we don’t have to reinvent the wheel. We can draw from what made us successful and let our original "north star" guide the way.

Below, I’m sharing my approach to business transformation. It’s a blend of what has worked with a pinch of lessons learned.

Staying True & Remembering the 'North Star'

Every business has its origins, its guiding principles, and that spark that initially drove its success. These core competencies have been like an old friend—always reliable and comforting, but sometimes in need of a little pep talk. Staying true to these origins means remembering what got us here and, just as importantly, what didn’t.

Let’s face it: not every strategy we considered was a winner. And that’s okay! Understanding which approaches we chose not to take (and why) helps us learn just as much as reflecting on our successful strategies. Was there an opportunity we overlooked? Or a path we ignored because it didn’t fit our ethos? Revisiting these decisions has helped us understand our blind spots and avoid them as we pivot toward a new normal.

In short, let your past guide you, but don’t let it trap you. Look back and ask yourself: what parts of our story do we want to carry forward, and which should be left in the past?

Reimagining Products and Services

Transformation often requires a fresh perspective on the products and services offered. While it’s tempting to think innovation always means creating something entirely new, sometimes the greatest value lies in reimagining what’s already there. It’s the age-old marketing strategy “repackaging”.

In your case, turn a keen eye to after-sales services like repurchases, repairs and maintenance. Why sell a product and then wave goodbye when you can keep the relationship alive? It took lots of energy to get the customer, so why churn and burn? By adding services that allow customers to repair or upgrade products over time, you’re not only enhancing customer satisfaction but also building a steady, ongoing revenue stream. It’s a win-win situation: the customer gets more value from their purchase, and you get to remain a trusted presence in their lives.

Think about it like a second date—it’s your chance to show customers that you’re worth sticking with for the long haul. And in a business world where attention is fleeting, every opportunity to stay top of mind is golden.

Aligning Sustainability with Customer Demand

Today’s customers are more eco-savvy than ever since the world is at their fingertips via their smartphone. As a result, aligning sustainability efforts with their expectations isn’t just a nice-to-have—it’s a must-have. But that’s not to say it’s easy. Consumers’ preferences are like a moving target, evolving as fast as the technology they hold in their hands.

In my journey thus far, I have seen that this has meant taking a good, hard look at how our products fit into our customers' lives, now and in the future. What do they want, and more importantly, what will they want tomorrow? As businesses, we can’t just sit back and hope our products will stay relevant. We need to think ahead and adapt to how our customers want to experience our offerings. So, we have stayed on top of trends from product development traceability which allows customers to see where their products come from, all the way down the channel to show how these products support the holistic story of their ?health and wellness (the current space I am in).

This step is about foresight and flexibility. Imagine trying to predict fashion trends, only instead of clothes, it’s an entire market you’re trying to dress up! But with every customer preference we align with, we’re not only enhancing our sustainability efforts but also driving demand in a way that resonates with the people who matter most: our customers.

Measuring Impact

At the heart of sustainable transformation is a continuous cycle of assessment and adaptation. Measuring impact is crucial because, frankly, what gets measured gets managed. We can make all the changes in the world, but without metrics, how will we know we’re headed in the right direction?

In recent months I have learned of a simple concept that is so basic in theory, but it can be very complicated if not understood and appropriately executed. Its outputs and outcomes. We look at our actions/deliverables as “outputs” and the changes these actions create as “outcomes.” The key is ensuring these outcomes align with the strategic goals of our transformation. We’ve developed a rhythm where we try, measure, assess, and if needed, retry. And yes, sometimes it feels like that old board game, Chutes and Ladders: one step forward, two steps back. But once this basic concept is honed in, things start to happen in your favor.

The beauty of this cyclical process is that it’s a continual learning loop. If we’re not seeing the results we want, we re-evaluate. Maybe the process needs tweaking. Maybe our goal was a little too ambitious. Or maybe we were just off-base altogether. But through measurement and open communication (both within our team and with our customers) we’re able to stay accountable, nimble, and always ready to course-correct.

Transformation is less about drastic overhauls and more about evolving with purpose. By staying true to our roots, reimagining what we already offer, aligning with our customers, and measuring our impact, we’re not only adapting but also building a stronger foundation for future growth.

In the end, it’s not just about doing things differently; it’s about doing things better. And as you embark on this journey, be excited to see how sustainable practices can shape not only your revenue but also your company’s legacy.