Digital transformation is a bit of a headache to read or write about.
That’s because discussion of organisational change often strays into the abstract, which, as anyone who has ever looked at twenty Kandinskys in a row can attest, is pretty boring.
That’s why I find Shell really interesting. At a recent event at the IAB, Shell’s global media manager spoke about the transformation of the company, but he did so in refreshingly simple terms.
Americo Sanchez Silva outlined some things Shell has done in digital recently that it hasn’t done before. This encouraged me to think of digital transformation as a war of attrition.
You need to know where your company can improve and then go ahead and do it.
Don’t get me wrong, I still understand that discussions about management, processes, skills, the board, culture etc. are all important, especially for such a large multinational company under one brand as Shell. However, sometimes it’s good to look at the wood, as well as the trees.