Evolving from Mass Marketing to Human-Centered Digital Transformation

Back in the '90s, I was fresh out of school in the world of advertising, where the big idea was to blanket as many people as possible with a message, hoping that something would stick. It was a bit like throwing spaghetti at the wall—except the spaghetti was a multimillion-dollar campaign, and the wall was the general public.

But as time went on, I started realising something pretty important: most of that "spaghetti" wasn’t sticking. There was a lot of waste with those broad, one-size-fits-all messages. To me it felt like we were shouting at people, rather than having a proper conversation.

Then, the internet showed up, and suddenly, the game changed.

The Internet Revolution: A Breath of Fresh (Digital) Air

The internet was like a breath of fresh air—or maybe more like a gust of wind that blew the advertising world right off its feet. Suddenly, we could interact with people in ways that were personal, meaningful, and relevant to them. No more shouting; now we could have a chat.

That shift lit a fire in me. I realised that we didn’t have to rely on mass media anymore. We could actually get to know the person behind the screen. It was like moving from a loudspeaker in a stadium to sitting down with someone over a cup of coffee.

So, I dove headfirst into digital strategy and digital product development. I started focusing on how we could use data and technology to build personalised experiences, tailoring what we offered to meet real human needs.

The Experience Economy: A Lightbulb Moment

Then came the moment that truly changed everything for me—a bit of an Oprah "Aha!" moment. I went to the U.S. to attend a course on the Experience Economy run by none other than Joe Pine , the co-author of The Experience Economy itself.

Let me tell you, this guy’s ideas were a revelation. He talked about how, as products and services become commoditised, the one thing that makes businesses stand out is the experience they provide. Think about it—your morning coffee might cost $3, but it’s the atmosphere of the café, the friendly barista, and that perfect Instagram shot that keeps you coming back.

I left that course not only with a certification but with a completely new mindset. We weren’t just creating products or services anymore. We were crafting experiences. And that was the lightbulb moment I needed.

From W3.Digital to Alyve: The Rebranding Adventure

Around the time COVID turned the world upside down, we were also rethinking our business. W3.Digital was doing well, but it didn’t quite capture the human-centred strategy and advisory work we were doing. So, in the spirit of transformation, we rebranded as Alyve.

The name Alyve captures exactly what we stand for—keeping technology alive, but most importantly, human. That’s when we coined the tagline "Human Kind Technology." It's a constant reminder that, while tech is great, it’s only as good as the value it brings to people. We’re in the business of connecting humans and technology in a way that makes life easier, better, and more meaningful.

Teaching the Next Gen of Digital Leaders

When I’m not in the trenches with Alyve, I’m sharing my passion for digital transformation as part of the executive MBA program at Deakin University. One of my favourite things to teach is that digital transformation isn’t just about buying new gadgets or software. It's about changing the culture and operations of an organisation to thrive in a tech-driven world.

And here’s the kicker—it’s not the technology that’s the hardest part of transformation. It’s the people. If you don’t bring your team along for the ride, your shiny new tech tools will sit in the corner, gathering dust. My job is to help future leaders see that digital transformation starts and ends with humans, not machines.

Looking Back (and Laughing a Little)

If I had told 90s-me that one day I’d be more interested in people than in prime-time ad slots, I probably would’ve laughed myself out of the room. But here we are. What started as an advertising career has evolved into a deep focus on creating human-centred experiences in a digital world. It’s been one heck of a journey, but if there’s one thing I’ve learned, it’s this: technology might change at lightning speed, but people? People are still people. And they’re always worth focusing on.

Business Innovation #HCD