Brent Christensen

By Brent Christensen, Chief Operating Officer at Huber & Associates, Inc.

Over time, every organization must evolve or be left behind. Today, everyone from small nonprofits to huge commercial enterprises are trying to find their place in the age of the “digital transformation.” Because digital transformation will look different for every business, it can be hard to find an answer that applies to everyone. At its core though, digital transformation is business transformation. It is rethinking old operating models, challenging the status quo and experimenting often to become more agile in your ability to respond to customers and rivals.

The digital transformation is certainly enabled by technology but is really more about rethinking our world. We can move from traditional business cultures of hierarchy and efficiency to models that value innovation and collaboration. While it can be daunting to look at implementation and the potential changes in culture and processes, the end results can help you better…

  1. Engage your customers
  2. Empower your employees
  3. Optimize your operations
  4. Transform your products

It’s all about being proactive instead of reactive with your business strategy. Companies often embark on a digital transformation to counter potential disruption from existing competition and startups. Consider Uber completely disrupting transportation by putting on-demand services in the hands of the customers, forcing taxi companies to think about ride-share and on-demand services. Or Amazon utterly changing consumer expectations on the speed and availability of items, pushing every retailer to examine their delivery logistics. Now think about your own business or industry. How can you stay ahead of the curve? If you were a new start-up, how could you reimagine how you serve your customers?

As a business leader, understanding what digital means to your company or organization is essential. Where is your industry headed? What will your company’s role be in the future? How will you move forward while adapting along the way?