Beyond technology: how to lead a company into the digital age

Leading a company into the digital age requires strategic management of technology and digital resources to facilitate the work of collaborators.

Juan Salas

Juan Salas

Technology must be used as a strategic tool.

One of the great obstacles that executive leaders and managers of multiple organizations worldwide have encountered has been how to implement technology and the digital resources available efficiently.

Although digital transformation is based on implementing technological resources, these are nothing more than that: resources.

For this investment to work, the main thing is that it can attract new clients and allow us to better connect with the ones we already have; but this will not happen if we do not have a team of committed and motivated collaborators.

For this reason, as I said in my previous article, managerial leaders must be able to strategically manage the incorporation of technology and digital tools and use them to facilitate the work of their collaborators. Getting involved with the team and projecting a promising future for everyone is also important.

Remember that the digital transformation will have no effect if all the company's components are not aligned with the objectives.

Howard Tiersky, the author of the book Winning Digital Customers: The Antidote to Irreverence, compares companies' efforts toward digital transformation to icebergs in the ocean, noting, "Although our customers are at the top and visible, below the water, our entire work team is here,” and this is a reality from which we must never deviate from our vision.

For Tiersky, the first thing we must do - once the areas that require transformation have been identified - is to present this vision in an inspiring way so that the entire team wants to be part of the change process.