Creative business transformation: What it means and why it’s important for future business success

euronews (in English)

Deloitte Digital explains why storytelling, creativity and communication should be a vital part of business transformation.

Transcript

00:00I think the act of business transformation itself is an act of creativity.

00:03It's an act of innovation against inefficiencies or opportunities in the organization.

00:09So the very baseline of act of change is to do something new.

00:13That is an act of creativity already.

00:15It's just only creativity in part because it's missing the design aspect and the ability to

00:20connect with stakeholders and really understand the human experience in that.

00:23And then it's missing the communication because as soon as you change,

00:27we humans will dig our heels in if we don't understand that change because it's a threat

00:31to what we understand and it's new.

00:33And most of us, I think, are not that great at change.

00:36It's unsettling, of course.

00:38And therefore, if there's no communication that explains why we're changing and what

00:43my role in it is, I'm just going to dig my heels in.

00:46And the power of one person who digs their heels in on thousands is incredible.

00:50How you measure the creativity in your transformation is critically important also.

00:54Because if there is no accountability for it, you can't see the difference.

00:58You can't measure it.

00:58You can't communicate it.

01:00And it needs to come together.

01:01But the three things that we found in our research, really, the first is that you need

01:08to embrace a culture of creativity.

01:10It can't just be, oh, we want to be creative.

01:12You have to make a safe space for ideas in your business.

01:15And you have to encourage the ideas to come from anywhere in an organization.

01:20You need to create a cultural environment where creativity is prized.

01:24And that's not straightforward.

01:26Because a lot of businesses are running more short term, running more quarterly on numbers.

01:30The financials stay important.

01:32We're in a difficult time right now.

01:34It's quite hard to hold a more edge creative mindset when you're trying to get your quarter

01:39delivered.

01:40But you have to create a safe space for ideas to happen and be curated and scale.

01:45So that's one.

01:46Two, you need to bring in creative professionals.

01:49So whilst I believe everyone could be creative, some people have done 30 years of press-ups

01:54in this.

01:54And it's not necessarily that they are innately more creative.

01:57They've just worked harder in the creative gym than anybody else to be creative.

02:01When I think about value, I think of a wider point of view than if I think about growth.

02:06I think about the financial value.

02:08But then I also think about a functional value, tools and services that can be created.

02:12The psychological value, which is what ad agencies deal in so much, is how does it feel?

02:17Which isn't a question asked in transformation much.

02:20What does it feel like to change?

02:22What will that future feel like?

02:24Those are good questions to ask.

02:25And then you've got societal value as well about how it impacts purposely around.

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