Are you making these mistakes in your (Digital) Transformation?

Eloi Guterres

Reading time
3 min read

Sep 28, 2021

One has to dare to do differently, most companies have already realized this.

No one has any doubt anymore that it is time for a change.


The Pandemic has created a clear economic crisis, which particularly affects certain industries, and which is still in its beginning stages. But this is not the only disruptive factor. Customers have changed, the level of demand has changed, and the competitors are no longer just coming from next door, but from the other side of the planet.


What got you to where you are now will not be the same thing that will take you to the next levels.


There are governments that are already drawing their economic recovery plans, either with their own funds or with European funds. But regardless of whether you can access these funds, or use your own resources, change is urgent and the funds will have to be managed very well. The alternative is loss of relevance in the market and possible extinction.

More important than doing projects well, is doing the right projects.

One has to dare to do differently, most companies have realized this. But… what now?

Let’s address the 3 most typical mistakes:


1. Thinking that if we do well on all the projects we have chosen in our strategy, on budget, on time, with the given scope, everything will be fine!

Wrong. More important than doing the projects well, is doing the right projects.

What does this mean? Often a company’s strategy is just a collection of projects that each of its directors wants to see implemented.

However, there is a lack of prior work listing these projects and using good project management practices to successfully complete them.

You need to figure out – together, without silos – which projects are the right ones to do. Which ones are most aligned with the desires of the organization and its customers, and will consequently bring the best results for the company.


2. To think that to do differently means to discard everything that has been done so far.

Wrong. A company has accumulated a lot of knowledge over the years, which is an asset that cannot be lost. 

This doesn’t mean that you should continue to do things the same way, because doing it and expecting different results is the definition of madness, as Einstein said. 

We must incorporate this wisdom in designing new ways of doing things, in multidisciplinary teams, in an agile, participative, iterative, and – why not – fun way.


3. Thinking that if the Company Leaders are motivated and inspiring, the transformation will be easy.

Well… here I cannot say that I am completely wrong. Wrong is thinking that this is enough. 

Yes, it is crucial to have motivated and inspiring leaders, but even more important is to have everyone on the same page regarding what is happening in the company – which belongs to everyone.

Communicate, involve, listen, include. Change is not made for someone, it is made with someone.


It is in this final part where I tell you how Service Design can help you choose those key projects for your organization. 


At a time when resources are increasingly scarce, it is critical to make good choices: 

  • Understand your customers’ needs and design the best solutions, whether products, services, or engaging customer journeys.
  • Create products that people actually want to use, either within your organization or targeted at your customers.
  • Create and drive organizational transformations that have the individual as the central focus. Happy people cause happy customers!

All this should be done with a conscious, inclusive, and sustainable approach. 


After a little reflection, then comes the moment of truth: Which path do you want to follow?

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