Can we please stop talking about digital transformation?

If I were to have one wish as we enter 2022, it would be that the term “digital transformation” is never used again. What does it even mean? I asked people, and there is no consistent definition. When this lack of alignment happens, it always makes me take a pause. Does it mean a customer? Does it mean eCommerce? Does it mean an app? Does it mean an email? Not one person I have spoken to defines the “digital” part of “digital transformation” the same.

Let’s agree on one thing: as an agency, it is our job to help our clients succeed – in acquiring customers, increasing their value, and deepening their connection to the brand, ultimately driving more revenue and profit. The interesting thing is that when you look at companies that continue to stay relevant over decades, transformation is one of their core capabilities. Transformation around product lines, business models, brand expressions, organizational design – transformation is core to long-term success.

So, if it is our job as agencies to help our clients succeed, and a continuous transformation mindset is critical to success, maybe we should be less focused on digital, and more focused in all the areas we can help our brands transform, and be a real business partner to them.

When was the last time you went to your barber and asked if they could bake you a cake?