Digital transformation is the vehicle, not the destination. How do you set business end goals in a world where everything, from people to processes is going digital?
Digital transformation is the vehicle, not the destination; let’s approach it from a practical standpoint, starting with understanding customer challenges and working together with users to define problems, ideate solutions, show prototypes and evaluate customer testing solutions. All of these steps validate if the Digital Strategy is aligned with Business end-goals.
Goals need to be realistic, otherwise, opposition debate could dominate, and goals will be ignored or not applied. Realistic means:
Goals need to be clear and accountable. When teams have clear objectives, typical comments such as, ‘no one knows why they are transforming’, or ‘what is and isn’t changing’, or ‘what’s it for’, disappear. Without clear goals, groups face ´chronic fatigue syndrome´.
To construct a goal, management needs to address:
Goals answer why we are doing what we are doing.
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