Lessons from a Fax Machine (lack of it)

Over the years, I have observed and advised organizations through their digital journey; one fundamental truth stands out and that is recognizing and acting on the need for digital transformation isn't optional—it's survival.?

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The question has never been if to go digital, and I believe everyone knows that; the question is more why so many companies are not acting.

Interestingly, the answer lies not solely in technology but in management and talent; and that culture eats strategy for breakfast. The capabilities of a team to comprehend, adapt, and utilize digital technologies effectively are pivotal. These 'talent factors', like digital savviness, agility, curiosity, and resilience, form the bedrock of a successful digital transformation.

The Read Ocean of Buzzwords

But these factors are also loaded buzzwords, and for those that need more maturity to understand when they are being sold a set of buzzwords versus the real thing, it can be a considerable challenge to get with it. How can you know what you are buying if you do not understand it? It is so easy to talk about but challenging to implement and maintain. Again and again, there is this snake oil salesmanship that companies get tangled in, and the implications can be catastrophic.

What about those companies with low digital maturity, with minimal understanding of the digital world??

First, they need to realize that the challenge is not impossible, and in my experience, it has to start with educating the workforce and building it into the culture - do not start by buying the tools and forcing the usage. Start by understanding why these tools are essential and what they do.?

For those in their early stages, develop a digital strategy focusing on smaller, manageable digital initiatives. Incremental change often leads to more significant victories, and as you gain momentum, you will start to see the disruptive side. Engage in active partnerships with digitally mature entities that can guide you, help accelerate your learning curve, and ensure that the team that leads this on the company side can do so.

Avoid the pitfall of the 'Fax Machine Moment'.

My family has a rich history of whole selling, and a story my father told me once stuck with me. It illustrates this perfectly. A prominent wholesaler in Iceland, comfortable in his ways, dismissed the advent of the fax machine (for those that do not know what that is, Google it). He remained stuck in his traditional approach, communicating with suppliers via letters. His rationale: "It has always worked like this; why should I change?"

He underestimated the disruptive power of a seemingly simple solution and was left behind as the world moved faster, eventually losing most of the brands he represented. This story is a cautionary tale of ignoring innovation due to a lack of understanding of its potential impact.

It's easy to look back and say, "How could he not have seen the value in a fax machine?" Today, companies are making the same mistake with newer technologies. The consequences of failing to adapt and transform can be as profound as the wholesalers.

I can not state this strongly enough; digital transformation is not just about technology—it's about change at the core of a business. It's about not letting the Fax Machine Moment be your downfall. It's about understanding the strategic implications of digitization and leveraging the right talent to drive that change.

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#DigitalTransformation #DigitalMaturity #ChangeManagement #BusinessStrategy #TalentManagement #DigitalDisruption