Don’t live in #digital denial

‘Going digital is the only way forward,’ tech gurus often say. And this is not just an inspirational tech rhetoric! It is a warning for the companies or executives that are not heeding this advice and living in ‘digital denial’. For every tech visionary leader that understands the need to go digital, there are 10 naysayers that are still living in total denial about the looming technology shift in the world.

In May 2016, Progress, a digital solutions provider firm, conducted an interesting survey on whether Businesses are Really Digitally Transforming or Living in Digital Denial? This was a global survey of more than 700 digital decision makers and was conducted by Loudhouse, the specialist research division of Octopus Group, in conjunction with Progress.

Of those surveyed, 96 per cent of organisations saw digital transformation as critical, yet 48 per cent of those said that it was not a top priority. This line of thinking seemed to be in stark contrast to what we may have believed up to now.

Reasons for ‘denial’

Resistance to change and denial happens when a shift seems unwanted in a person’s limited perspective. In the survey, Progress lists the top reasons why ‘digital denial’ or ‘non-acceptance of digital transformation’ is still such a rampant phenomenon in the business world:

1. Many organisations are worried they are too late to the party and might have lost to their peers who have already pioneered in the digital field.
2. Some believe they have one or two years at best to bring about digital transformation before they suffer financially and competitively.
3. The digital strategy for the organisation is not defined very well and therefore there is hesitation about transforming their organisations.
4. IT dept and marketing departments are not properly aligned for the digital initiatives. Usually the digital shift is more likely to be driven by the IT department than marketing side and this is a faulty mindset.
5. Digital is seen as proxy for website content, e-commerce, social media, mobile and email marketing. Very few firms view themselves as effective in managing and utilising digital content and channels.

‘Go digital’ before it’s too late

Many a times, a leader embracing digital transformation faces resistance to this new way of functioning from within the organisation.

I emphathise with the employees that resist the digital shift within their company because they are seeing things from their role’s limited perspective, inwardly concerned about how it usurps their old routines and fearing that they would be asked to step out of their existing comfort zone.

I agree we should consider all aspects of any change before we adopt it. But the different factor at play here is that digital transformation is not an ‘optional’ but an ‘unavoidable’ change. This shift may seem voluntary on face value, but in all honesty, it’s not an option.

Today, digitisation is an ‘inevitable’ change that will slowly and definitely sweep over every industry on its own. Even if the 100 top companies from that industry want to oppose it! And in the highly competitive world that we live in, those that adopt the technology shift across the entire organisation early, will gain a huge definitive edge over their peers. But, the ones that choose to wait will be left behind and struggle for survival.

In the light of this looming threat, company decision makers and leaders must objectively identify and dissect the internal employee resistance for what it is. Most often, doubt, denial and resistance are typical human reactions to any change, as people fear stepping out of their comfort zone. After all, who likes their ‘cheese’ to be ‘moved’?

In fact, in the light of the current ongoing digital shift, it’s a great idea for everyone to revisit Who Moved My Cheese? – the most popular business fable of all times. For the business world, the simplistic allegorical lessons in it are unparalleled in their effectiveness!

The right time to embrace digitisation is NOW

Welcome digitisation with open arms as a leader and let every naysayer know that the decision to shift is totally non-negotiable. Once the employees are past the initial reluctant adjustment phase, they’ll begin to actually love the learning that comes with this ‘change’.