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The business world is changing rapidly and digital disruption is no longer optional [1]. Today's managers need to understand that new digital technologies are replacing traditional business models and fundamentally reorganising markets [1]. Those who actively shape this process win. Those who ignore it will lose. In this article, we show how you as a manager can successfully accompany digital disruption and make your company fit for the future.
Understanding digital disruption and acting with foresight
Digital disruption refers to the fundamental upheaval caused by new digital technologies [1]. It revolutionises existing value chains and creates completely new business models [1]. Managers must not only recognise this change, but also steer it [1]. This is the central challenge of our time.
Examples clearly show the dynamics of this development [1]. Airbnb has revolutionised the hotel industry without owning properties itself [1]. Spotify and Apple Music have fundamentally changed the music market [1]. Uber is challenging the traditional taxi industry and Netflix has closed video stores worldwide [1]. These examples demonstrate this: Digital disruption is a real threat to established companies.
Many clients come to us with one central question: How do I utilise digital disruption in a targeted manner? How do I reduce uncertainty? The answer is clear: through proactive action and strategic thinking [3].
Digital disruption in various industries
The automotive industry is undergoing a massive transformation thanks to Tesla [1]. Electric drives and autonomous technologies are reshaping the industry. Traditional manufacturers such as Volkswagen and BMW are responding with their own innovations and investing in electromobility and digital services [2].
In the banking and financial sector, FinTech start-ups are establishing digital payment solutions that challenge traditional business models [2]. Banks are accompanying this change with digital platforms and partnerships in order to offer their customers modern services [2].
In retail, the combination of brick-and-mortar shops with online retail platforms is creating completely new customer experiences [2]. Amazon has set the standards here, which many retailers are now adopting or developing further [2].
In the healthcare sector, managers must actively shape digital transformation [1]. This is necessary in order to remain competitive and fulfil patient expectations [1]. The retail, catering and tourism sectors are also feeling the pressure.
How managers should respond to digital disruption
Managers today need to be flexible and take a proactive stance [3]. Digital disruption cannot be overcome simply by adapting existing structures [3]. Instead, disruptive potential must be identified and actively shaped [3].
The evaluation and management of data is becoming a strategic resource [3]. Innovation-friendly structures are indispensable [3]. The establishment of interdisciplinary teams and innovation workshops promotes new ideas and realises potential more quickly [3].
Customer orientation in the age of digital disruption
Digital disruption requires a stronger customer focus [3]. Feedback from social networks and digital channels makes it possible to recognise expectations at an early stage [3]. Products or services can then be adapted in a more agile way [3].
Managers who accompany change provide their employees with targeted support [3]. They promote knowledge sharing and digital skills [3]. This makes the entire organisation fit for the future [3].
BEST PRACTICE at the customer (name hidden due to NDA contract) A service company established an interdisciplinary innovation team to tackle digital disruption. This team developed an app that digitalised internal processes. This increased efficiency by over 20 per cent and generated numerous new ideas for further platform development. The company positioned itself as a pioneer in its industry.
Technologies that trigger digital disruption
Artificial intelligence and generative AI tools create content and recognise patterns [6]. They generate leads and personalise customer experiences [6]. Marketing campaigns can now be planned and played out autonomously [6].
Conversational interfaces and chatbots are shifting customer support to automated systems [6]. Customer loyalty is becoming increasingly asynchronous [6]. These developments are key for successful companies.
Real-time targeting and retail media offer data-based advertising directly at the point of sale [6]. Control over advertising campaigns is shifting from media agencies to platform operators [6]. CRM ecosystems such as HubSpot integrate marketing, sales and customer service [6].
Practical tips for managers on dealing with digital disruption
There are several concrete starting points in everyday working life [3]. Regular analyses of digital trends make it possible to identify potential effects in good time [3]. This allows you to react proactively rather than reactively.
A culture of error that encourages risk-taking and innovation is essential [3]. Employees must have the courage to break new ground [3]. Investment in further training, especially in digital skills and agile methods, is essential [3].
Strengthening collaboration across departments and hierarchies creates synergies [3]. Involving customers in innovation processes through digital feedback channels provides valuable input [3]. These measures help to actively shape change.
Agility and psychological safety as key factors
Agility is a key competence in digital disruption [1]. Managers must not only react flexibly to change [1]. They must also recognise weak signals at an early stage and learn from them [1].
Psychological safety and diversity are central to this [1]. Teams that feel safe to take risks work more effectively [1]. Different perspectives within a team help to solve complex problems better [1].
The figures speak for themselves: companies that successfully integrate digital technologies increase their productivity by up to 30 per cent [1]. 82 per cent of companies are planning to enable remote working in the long term [1]. These developments show how strongly digital disruption is linked to strategic approaches [1].
Challenges in the implementation of digital changes
Resistance within the organisation is common [7]. A lack of digital skills and inadequate technical infrastructure are obstacles [7]. Employees are often sceptical about change [7].
By 2030, over 85 million jobs could remain unfilled worldwide [1]. This could cost companies up to 8.5 trillion US dollars [1]. At the same time, 52 per cent of global CEOs consider geopolitical risks to be the greatest threat to growth [1].
It is therefore important to develop a clear communication strategy [7]. This should emphasise the benefits of digital transformation [7]. Employees must be involved from the outset [7]. Training programmes ensure that employees acquire the necessary skills [7].
Digitalisation is not the same as digital disruption
Many companies are focusing on digitalisation [6]. They are switching tools and automating manual processes [6]. However, this is not enough to keep pace with disruptive developments [6].
Digitising bad processes does not lead to success [6]. You need to rethink the way you work [6]. Digital disruption means radical change, not just optimisation [6].
BEST PRACTICE at the customer (name hidden due to NDA contract) A leading company in the consumer goods industry used digital disruption to completely reorganise its product development and sales processes. The introduction of a digital platform made it possible to record customer wishes in real time. This resulted in customised offers and an agile system. This gave the company significant competitive advantages in terms of speed and customer loyalty.
Roles and tasks of managers
Managers must act as a driving force and support the digital transformation in a targeted manner [3]. They must promote the development of trusting networks [1]. External impulses provide valuable perspectives [1].
Coaching opportunities should be created [1]. Diversity in teams should be actively encouraged [1]. Managers must deal with complexity and constantly adapt to hybrid requirements [1].
Continuous learning is not optional, but necessary [1]. Managers should build strong networks [1]. This enables them to learn from others and share best practices [1].
Early analysis and strategic positioning
An early analysis of your own position is crucial [2]. Evaluate your digital readiness and identify potentials and risks [2]. Openness to new technologies and business models is essential [2].
Promote a culture of innovation that supports experimentation and learning experiences [2]. In this way, you actively help to shape things instead of being disrupted from the outside [2]. This is the key to success in turbulent times [2].
Why companies need to transform themselves digitally
Digital transformation is not a one-off process, but a continuous one [7]. Companies that ignore the digital transformation risk being overtaken [7]. Competitors never sleep and seize every opportunity [7].
It's not just about technology, but also about corporate culture [7]. Internal processes often need to be fundamentally revised [7]. This promotes innovation and agility [7].
Effective digital strategies lead to greater efficiency [7]. They improve the customer experience and ultimately create a competitive advantage [7]. Companies should therefore prioritise driving their transformation forward [7].
My analysis
Digital disruption has long been a reality and affects all industries and company sizes [4]. There are no longer any safe harbours. Every company will be affected by digitalisation at some point [4]. Depending on the industry, product and business model, the speed and impact will vary [4].
Managers who actively shape digital disruption become winners in their industry [1]. Those who wait risk becoming relevant [4]. The examples of Nokia, Kodak and others show that no company is invulnerable [4].
The path to successfully mastering digital disruption requires courage, flexibility and continuous innovation [1]. It also requires the right support. Transruption coaching supports you in digital disruption projects [5]. Together, we will shape your change strategically and sustainably.
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