Is "transformation" a bad word? Try the word "renewal"...

The words digital transformation are actually making your life harder.

• It makes it harder to start - because organizations think that any effort or work can wait till the big 'transformation.'
• It makes it sound more disruptive and complicated. It makes people think there is more risk and concerns with the effort.
• It sounds more difficult and complex. They think they need 'digital experts' and consultants. These experts then ask you what your business process is...
• It builds the wrong type of culture. Instead of constant change, testing, failure and learning - transformation makes you think there is a structured plan and outcome.
• It lies to the team that this transformation is the end, but there is no end. Change is constant.
• Digital sounds like IT - I am going to hand it to them and make it their problem...
• It makes you think that Digital - and the 'Digital Transformation' is the answer to all the problems.
• etc....

Over the last few weeks I have seen senior leaders in the #digitaltransformation space try and move away from the word "transformation".

At a breakfast networking event, Gilles Couturier talked about how large companies like Desjardins (a financial company with 50,000+ employees) doesn't speak about transformation, because change is constant. The organization doesn't see an end point, and is instead always looking for improvement of the business.

David J Anderson in a recent LinkedIn post stated, "It really is about evolving ones business. Digital is not an end or even a way. It is simply a means. The end must be clearly identified, and "being digitally transformed" doesn't cut it. Operational decision advantage, or measurable increases in effective stewardship of resource sound more like ends..."

What are you trying to improve? What part to the business needs renewal?

Your 'digital transformation strategy' or 'digital campaign plan' might - in itself - be the wrong wording. It might have you looking at the wrong problem or approaching the problem with the wrong tool or process. You should be looking at improving the business and as Dave stated - evolving - and not sprinkling a little 'digital' over the top.

I really started to get it when speaking to Aleksi Kopponen (interview article to come) the Director of Digital Transformation in the City of Tampere in Finland. I have been reading his article recently (recommend following him especially his journey of a Tolkien character - a Hobbit - in organizational change) and he said, 'Transformation actually communicates the wrong thing. Instead we established a program called 'renewal.' The city of Tampere has actually existed since 1779, and over the centuries it has renewed. We renewed the way we do operations and the way we do things here. When the city installed electric street lights it changed the way the city operated and improved operations immensely.'

Which makes sense, I am sure the city didn't call the street light installment the "City Street Transformation." It was just significantly improving the way business was conducted in the city and enabled people to operate at night time. Aleksi continued, 'language is important as it demystifies the 'digital transformation' and gets more support. It becomes less of a large mountain that we need to climb to conquer the problem. An example today is the renewal of our city's Ice Hockey stadium in Tampere. It is one of the largest and sophisticated in the country and changed the operations of the city. Businesses were more busy and the stadium will change the city.'

Conclusion

Think about the words you are using when driving your digital insurgency. If you focus too much on the #digitaltransformation - it might focus your organizations attention on the wrong thing and make things worst.

You are trying to help renew your organization and make them more effective.

What are your thought?