Three steps to success: creating movements that power digital transformation

For a long time, digital transformation (DX) was something that many companies were aware of, but few prioritised. It was another item on the to-do list. A long term goal rather than a pressing concern. Then the pandemic happened. 

As public safety fears grew, customers turned to ecommerce in their millions. 75% of consumers increased their online purchases, and 5% shopped online for the first time. Retailers could no longer rely on bricks and mortar to drive profits. For those with little or no online presence, there was an urgent need for modernisation. 

At the same time, non-retail businesses underwent their own technological revolution. Remote working became the norm, bringing with it a fresh set of challenges. With 30% of UK employees still working from home, companies must find new ways to keep workers motivated and productive. 

The speed of these changes took everyone by surprise. DX was no longer an item on the to-do list. It was the to-do list. Companies were scrambling to adapt, and our skills as DX facilitators were very much in demand. 

We spent the pandemic doing what we do best- designing and implementing digital transformation strategies. During this time, we developed a concept that we believe encapsulates the Daemon approach: creating movements.

We believe that movements power digital transformation and, in order to start a movement, you need to do three things: unite behind one vision, empower people to realise their potential and inspire collective spirit. Together, these ideas form the basis of our three point plan for DX success. We asked our founders, Calum Fitzgerald and Steve Bennett, to take us through it point by point. 

1. Unite behind one vision

Too many DX strategies rush to make changes without first agreeing on a destination. This is a recipe for confusion.  You can’t come up with a solution if you haven’t identified the problem, and you can’t deliver that solution if everyone thinks they're delivering a different solution. 

That’s why we always define the overall aim of a project before we get down to details. We do this through our North Star vision workshops, in which we use Design Thinking to get to the root of the problem, the customer’s actual need. Once this is determined, it is enshrined as the project’s North Star vision. This can be anything from increasing web traffic to improving profit margins but, as Calum explains, it has to be present at all times:

“The vision must be created, expanded and explained to everybody. Everyone’s impact should be measured against it.”

These workshops are also important for team cohesion. Everyone will have their own idea of how the project should proceed and, the sooner we discuss these different views, the sooner we can begin to coalesce around a single approach.

Big changes require laser focus on the goal and strong alignment between team members. Everyone should know the big picture and the part they play. We’re often reminded of an anecdote about the American Moonshot. John F. Kennedy visited NASA in 1962 and spoke to a janitor at the facility. He introduced himself and asked the janitor what he did. The janitor replied: 

“Well, Mr President, I’m helping put a man on the moon.” 

This is the perfect illustration of a North Star vision.  When people are united behind a common goal, truly amazing things can happen.

2. Empower people to realise their potential

If a DX project is an equation, it contains just as much subtraction as it does addition. Our work isn’t just about adding new functions. It’s about removing the obstacles that are keeping your team from doing their best work.  

You may have heard of the concept of decision fatigue. This is the idea that every choice takes its toll on a person's mental energy. Steve Jobs famously wore the same outfit every day to preserve his brain power for more creative tasks. Barack Obama followed a similar strategy,  limiting his wardrobe and always eating the same lunch. He explained his reasons for this in a 2012 interview:

 “I don’t want to make decisions about what I’m eating or wearing. Because I have too many other decisions to make”.

Whatever your work entails, the same principle applies. By removing distractions, we can keep people focused on the things that matter. Our co-founder Steve has a great analogy for this:

“We’re like the roadies for a rock band. We provide you with everything you need. All you have to do is play.”

This is especially clear in our approach to building applications. We believe that  developers shouldn’t have to waste time setting things up. 

As Calum explains, this isn’t about doing more with less. It’s about making the most of what you already have:

“One of the key things is to bridge the productivity gap. A lot of clients say their teams run at 70-80%. It’s not about running people over the edge. It’s about empowering them to do their best. By creating a distraction-free environment, adding in frameworks, tools and training, and combining all of this with the sense of purpose that comes from the North Star vision, we can unlock the full potential of a team.”

3. Inspire collective spirit

We’ve defined the vision and empowered the people to achieve it, but there’s still one thing missing: collective spirit. At Daemon, we follow a One Team ethos. We believe that a strong team is fundamental to a project’s success, so we strive to foster togetherness at every turn. As Calum explains, this is not always easy:

“Teams don’t just happen. They have to be forged intentionally with social wellbeing as a top priority. Everyone has a part to play, but we can provide the guidance, rituals, vision and, most importantly, the energy to speed things along.”

As Steve points out, remote working has made this even more challenging:

“The days of having everyone together in the same room are over. Split teams require more creative planning but, if you get it right, you can still get everyone pulling in the same direction.”

We often embark on projects that involve multiple suppliers along with ourselves and the client. In these situations, we do everything we can to break down the barriers between these groups. We want everyone involved in a project to shed the baggage of where they came from. Working with Daemon means taking off the branded lanyard and uniting behind a shared vision.

By following these three principles, we can help you to create a movement that will power digital transformation success. Talk to our team to find out more.