Teaming up WITH TECHNOLOGY
Maximising the benefits of technology is only possible with the right organisational culture in place. Daniel Strode outlines the best ways of developing an environment that nurtures innovation
T echnology in the modern age is a bedrock of innovation, especially as we enter an era of exponential change. The difference between those companies that have embraced technology and those that have shied away from it are stark reminders of the importance of spending time getting to grips with technological trends and doing plenty of research. This means that when the time is right you can take full advantage. You can only empower your people through technology if you have the right culture. Digital transformation and innovation through technology is inherently a culture change programme, one that arises through the need to adapt a company’s mindset to help it recognise that technology is business and business is technology. Technology is not just a bolt-on to existing structures that can be implemented into a business from one day to the next; it must be ingrained deep within the organisational culture to work well. Taking proactive steps Creating a culture in which technology is embraced and sought out is important. Many try to run away from technological advances through fear of job losses, despite this hardly ever coming true.
Consider web 1.0 – the first internet. That was supposed to destroy jobs, but a 2011 McKinsey study found that the internet had been a catalyst for job creation, with 2.6 new jobs being created for each job lost due to the new technology. The study’s final findings were that in 2011 the internet accounted for 3.4 per cent of gross domestic product and that 21 per cent of the gross domestic product growth over the previous five years could be accounted for by the internet and its accompanying technologies. The most innovative companies have taken a proactive approach to their relationship with technology, planning for the long term, future- proofing their businesses and preparing for expansion and growth well ahead of time. There are a number of strategies you can build into your business to promote this culture of innovation through new technology; below are some examples. Sense, scout & research The market is changing so rapidly that it is hard to stay on top of all the changes. Ask vendors to come and explain their new products to you on a regular basis. Alternatively, if you are short of time, ask a consultancy firm to present a summary. Even without these, you may
Daniel Strode is a culture and innovation expert, an adjunct professor at the IE School of Human Science and Technology and author of The culture advantage (Kogan Page, 2022)
38 | Ambition | MARCH 2023
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