Digital transformation: 7 steps for communicating a strategy change

How do you rally your organization around changes after you’ve already sold them on your original digital transformation strategy? It starts with the right communication plan.

In my previous article, “Digital transformation: 3 signs you need to pivot,” I suggested that leaders regularly update digital transformation strategies and programs based on changes in markets, industries, and new customer insights.

But occasionally, a true pivot may be required – for example, after events such as COVID-19, a major acquisition, new leadership, or other significant changes in business strategy. After major strategic shifts, it may be appropriate for digital transformation leaders to restate or pivot digital transformation programs.

Creating or updating a presentation deck isn’t going to cut it. A communication deck may work for the kickoff of a transformation program, but once the trains are running, teams align, plan, and execute the transformation’s vision. Leaders must prep more details to help employees understand why the shift in course, new priorities, and updated responsibilities are necessary.

[ Is your team tiring of transformation work? Read also: How to beat digital transformation fatigue. ] 

You’ve already sold the team on a direction, and they’ve committed to improving customer experiences, developing digitally enabled products, improving business operations, experimenting with artificial intelligence, or enabling a more data-driven organization. Now you need to course-correct, and other leaders, employees, and very often customers and partners must come along.

Here are several steps to consider:

1. Gather facts and data that explain the pivot. No one wants to see leadership swaying with the wind with frequent direction changes. If you’re going to pivot, start at the beginning explaining why the pivot and use data and facts to justify the strategic changes.

2. Define what you are not doing or slowing. Too many pivots are additive and expect the same teams to take on more responsibilities or scope. A true pivot requires prioritization and explaining to employees what’s new, what’s different, and what’s stopping to enable the new priorities.

3. Redefine your vision. Every digital transformation program should include a future vision. We all know the future is cloudy, so if you’re going to announce a pivot, it’s best to announce a new version of the vision statement and clarify key differences.

[ Get answers to key digital transformation questions and lessons from top CIOs: Download our digital transformation cheat sheet. ]

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