Transforming Businesses For The Future – Eddy Datubo

“Organisations were already TRANSFORMING

waking to a future where work as we BUSINESSES FOR

knew it, would look different because THE FUTURE

CHANGE IS INEVITABLE” HOW BUSINESS TRANSFORMATION WILL

INFLUENCE THE FUTURE OF WORK

- EDDY DATUBO

The future of work is changing, partly due to the impact of the novel coronavirus (Covid-19) Macro and micro-economic pressures create the need for organisations and individuals alike
and the recent need for businesses to operate remotely, but mostly due to technological and to change the way they do business. Every 5 – 10 years, we experience recessions or downturns
global advancement. The work environment was already on the change path. Covid-19 at a macro or industry level which forces us to think about how we deliver business more
merely accelerated that development Organisations were already waking to a future where efficiently. A key difference in today’s workplace is that the drive for efficiency is not just limited
work as we knew it, would look different because change is inevitable. to downturns. Businesses are engaged in a constant push for efficiency and transformation.

Society continues to demand more from us each day. This leads businesses and individuals to What do organisations need to adapt to this push for constant growth and transformation? The
stretch their imagination and competencies to deliver at a higher level of capability. People first step is to understand the broader industry and economic context that your business is
grow, mindsets change and businesses transform. The barrier for what is achievable gets operating in. This will help set the focus for your transformation. If the economy or industry is
stretched in line with future needs and expectations. New innovations emerge, targets are in a downturn then the focus is likely to be savings and efficiency. On the other hand, if the
exceeded and records get broken, furthering the belief that nothing is impossible. economy or industry is buoyant, then the focus would be growth, investment or creativity.

Next, define a transformation vision that aligns with your organisation’s mission and values. This 48
helps clarify the purpose behind the transformation initiatives. Understanding your company’s
mission will enable you define appropriate transformational activities in line with the mission. Finally, the most significant impact on transformation and the future of work is technology and
Data analytics has become another vital tool in the delivery of transformation. This provides useful innovation. Organisations that lead in digital transformation and innovation are bound to stay
insights into your business value chain and areas to focus on to drive efficiency. ahead of competition. One reason companies like Apple and Google have been so successful
is their ability to deliver innovative technology products. The successful companies through
Once your context, vision and purpose are clearly defined, the next step is to chart a course for this downturn are those who have stayed in touch with their client base, mostly through
change. One mistake people make, is to think every transformation initiative needs to be a big technology. Amazon, for instance has used its digital competitive advantage to further
bang delivery. Actually, transformation can be delivered in small incremental changes. One of the strengthen its hold on the consumer marketplace. Technology is at a rapid pace of
most successful examples of transformation in global sports was by the British Cycling team (Team development, extending horizons beyond what is imaginable. This will continue to be the
Sky) under the leadership of Sir Dave Brailsford, using the theory of marginal gains. Mathew Syed source of transformation for many companies in years to come. Organisations will look to
in his book Black Box Thinking quotes Brailsford saying, “the approach comes from the idea that create innovative channels and delivery capabilities for the future. This presents unique
if you break down a big goal into small parts and then improve on each of them, you will deliver opportunities for those with transformational experience and capabilities.
huge increase when you put them all together”. This approach enabled Brailsford to take the
British Olympic team from one gold medal in 2000 to eight gold medals in 2008 and again in 2012. In summary, societal change, whether sudden or gradual, will continue to create an
He went on to establish a road cycling team that saw Sir Bradley Wiggins become the first ever opportunity for transformation and a future of work that will be different from what we have
British winner of the Tour de France in 2012. Brailsford achieved major transformation in the always known. Covid-19 has been a great catalyst for change. We can expect more to follow…
cycling world through marginal gains in bicycle, helmet and clothing designs, making tweaks
backed by data which when put together created massive change. The same approach applies to Eddy Datubo is a Global Leader in Business Transformation and Strategic Change.
business. Head of Strategy and Transformation for Neptune Energy, based in the UK.