When the same phrase is used so frequently and over an extended period of time, two things typically happen: first, it officially achieves buzzword status; and second, it begins to lose its meaning. Among the tech industry’s pool of du jour buzzwords, perhaps none is more prominent and overhyped–if not misunderstood–than “digital transformation.”

In his insightful Forbes article entitled “Digital Transformation Is Not What You Think It Is,” author Jamie Notter argues that it is culture, and not digital, that today’s organizations should focus on when it comes to digitally transforming themselves. In other words, identify what cultural changes will help make your business successful, then adopt technology to support and advance those goals.


Oakwood Case Study:

Enterprise Digital Transformation for Customer Service

Drury Hotels Case Study
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Technology should adapt to your culture, not the other way around

Ask a hundred different businesses what the phrase “digital transformation” means, and you’ll most likely get a hundred different responses. For many organizations, digital transformation means integrating digital into every facet of the business, making digital the focus of every activity and process. But is that really the right approach? For a growing number of businesses, digital is increasingly being viewed as an enabler of broader business objectives rather than the end state or goal. In other words, many businesses are identifying what cultural changes need to take place to bring about success, and then adopting digital technologies to achieve that success. Like digital transformation itself, this shift in mindset is a journey–starting with recognizing the obstacles to digital transformation, the key attributes of a true digital culture, and how to overcome the former to become the latter.

digital transformation

Key Attributes of A Digital Culture

  • Innovative: Explore new ideas, take risks and foster disruptive thinking.
  • Open Culture: Partner with external entities to achieve goals.
  • Collaborative: Foster cross-functional, interdepartmental teams.
  • Evolving Mindset: Success-oriented culture enabled and supported by digital.
  • Data-driven: Use data and analytics to inform business decisions.
  • Agile & Flexible: Fast decision making and ability to adapt to changing demands and technology.
  • Customer Centric: Transform customer experiences through digital solutions.

For nearly 40 years, the consultants at Oakwood have been working with organizations like yours as they embrace their own digital transformation in an effort to create a thriving and innovative culture.

Please contact us today and let us share with you both the purpose of digital transformation, and how to successfully achieve it within your organization.