Don’t Boil the Ocean: A Tactical Approach to Airline Digitalization

In the era of rapid digitalization, the aviation industry finds itself inundated with ideas to transform traditional processes. From artificial intelligence (AI) to machine learning (ML), the buzzwords fly faster than planes themselves. Everyone has a vision of completely digitizing airline operations. But here’s the question: Do we really need to boil the entire ocean? And more importantly, is it even feasible to do so?

?Digital Transformation: A Strategic Mission, Not a Guerrilla War

Digitalization in airlines shouldn’t be an all-out attack on every process at once. It’s not a guerrilla war where you throw everything at the wall and see what sticks. Instead, it demands a well-planned, tactical approach. The key lies in crafting a roadmap that spans immediate, mid-term, and long-term goals.

Every organization must begin by identifying the core areas that need attention. What’s broken? What’s inefficient? Prioritize these pain points instead of spreading resources too thin. For instance, while predictive maintenance may promise efficiency gains, it doesn’t mean every other operational process must also be digitally overhauled simultaneously.

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Start Small, Think Big

The first step in digital transformation is to think incrementally. Choose a specific area, set deadlines, define KPIs (Key Performance Indicators), and most importantly, establish clear measures of success. Without these benchmarks, how will you know if you’ve moved the needle?

Digital enthusiasts often fall into the trap of pursuing overly ambitious goals without considering practical constraints. Remember, Rome wasn’t built in a day, and neither will a fully digital airline. Like a well-cooked meal, the best results come from simmering the transformation on a low flame, giving ideas time to mature and prove their value.

?Why the Rush?

The temptation to fix everything overnight stems from a desire to meet quarterly KPIs or year-end goals. Processes that have been running for decades suddenly feel archaic, and the urge to overhaul them becomes overwhelming. But is speed more important than sustainability?

Transformation done in haste often leads to half-baked solutions that fail to address the root cause of inefficiencies. Why not invest the time and effort in identifying sustainable, impactful solutions instead of chasing quick wins? Digital transformation is a marathon, not a sprint.

?A Culture of Self-Centered Transformation

One of the unintended consequences of rapid digitalization is a shift in focus from organizational growth to personal achievements. When transformation becomes a means to fulfill individual KPIs rather than creating lasting value, it risks losing its purpose. Leaders and teams must align their goals to ensure that transformation efforts benefit the organization as a whole.

Don’t Boil the Ocean – Focus on What Matters

In summary, the aviation industry must approach digitalization with a mindset of precision, not overreach. Start with focused initiatives, measure their impact, and scale gradually. Every digitalization effort must answer these key questions:

Is this transformation necessary?

What is the measurable outcome?

How does it align with the organization’s long-term vision?

Digitalization is a powerful tool, but it’s not an end in itself. Let’s stop trying to boil the ocean and focus on heating just the pot of water we need. Only then can airlines truly unlock the potential of digital transformation—efficiently, sustainably, and effectively.