![]() Therefore, when we talk about digital transformation, and here I quote my friend Vicent: "what is truly important is not digital, that is a mere adjective, but the transformation that is the noun of the sentence." It is similar to a trip, where the most important is not the destination, but what happens on the road. That is a fundamental attitude if you want to be truly digital. When at the meeting they were worried about the final result of the web with so much trouble during the process (they cared about the final product result) I was seeing a tremendously powerful artifact that was breaking the silos of a company and forcing it to collaborate. This one is the real transformation, and we approached it of four specific ways forms: collaborate, synthesize, prototype, validate and communicate. In two of the last projects in which I worked and where the digital component was a fundamental part of it (although saying this is a no-brainer in the 21st century) using a web as an artifact helped us to work with the digital mindset. Working with artifacts is fundamental in the transformation processes but because they are elements that encourage interaction. A product is the result of a process it is the end while the artifact is an element of the process that appears during it and generates reflections, conflicts or interactions that modify the direction of the project and transform people. Hence the difference between product and artifact. However, we can not lose the wealth and power that processes have. I do not mean that it is wrong, something that we, in Soulsight, have a mantra that is: make things happen. ![]() That is demonstrated by the objectives and KPIs by which we are evaluated. We are told how important it is to achieve and deliver a tangible, measurable, salable result. ![]() Although it is a simplistic and partial view, because clothes do not make the man, this thought is reasonable because our current system is mainly result-oriented. Many companies think that to transform digitally is to have an app, a digital service, a modern web and an account in all social networks. They explained how they had to put many areas and external agencies in an agreement, where each one wanted to have their piece of cake visible - emphasizing especially the tensions between aesthetics and useful content, and the dilemma between what I each one wants to tell their audience and what is truly relevant to the user. In one of my last meetings in a digital transformation project, the client was complaining about how hard was the challenge of refocusing the brand's new website.
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