The Role of Culture in Digital Transformation

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The right company culture can determine the success or failure of a company's business transformation, especially in the digital age. At HRTAC '18 in Kuala Lumpur, 23-25 April 2018, I shared my own experience leading digital transformation throughout my career. Specifically, I discussed two areas: - The importance of instilling a strong sense of Purpose among employees, and - Leadership that matches their words with actions

Business

23/4/2018 MIGUELBERNAS.COM 1
THE ROLE OF CULTURE IN
DIGITAL TRANSFORMATION

23/4/2018 MIGUELBERNAS.COM 2
THE URGENCY OF TRANSFORMATION

23/4/2018 MIGUELBERNAS.COM 3
MY WEIRD CAREER
PUBLIC RELATIONS › ADVERTISING ›
JOURNALISM › TELEVISION ›
TELECOMMUNICATIONS › FINTECH › DIGITAL
MEDIA

COVER STORY OF FORBES, NOVEMBER 2007:
“CAN ANYONE CATCH THE CELL
PHONE KING?”
• Nokia was the undisputed market leader
• Marked the sale of Nokia’s 1 billionth
phone
• The Apple iPhone was just five months old
23/4/2018 MIGUELBERNAS.COM 4

“Embracing the status quo as an operating principle is
going to be a collision course with time.”
Howard Schultz
Former-CEO, Starbucks
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NO ONE IS SAFE

“It is not the strongest of the species that survives, nor
the most intelligent, but rather the one most adaptable
to change.”
Charles Darwin
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SURVIVAL

The Innovator’s Extinction
by David E Ulmer
SURVIVAL = PRESERVATION

CULTURE DETERMINES:
• How faithfully your strategy is executed
• Whether a company can attract the best talent
• Whether your best talent stays at your company
• How new thinking / innovation is welcomed … or not
• How the company’s Mission / Vision comes to life
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CULTURE IS EVERYTHING

A WELL COMMUNICATED PURPOSE
LEADERSHIP THAT WALKS THE TALK
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WHERE SUCCESSFUL CULTURE COMES FROM

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PURPOSE IS THE “WHY” YOU DO WHAT YOU DO
Watch on YouTube

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ALIGN THE COMPANY’S PURPOSE WITH THE EMPLOYEE’S
Why the
Company
Does What It
Does
Why You Do
What You Do

23/4/2018 MIGUELBERNAS.COM 13
ALIGN THE COMPANY’S PURPOSE WITH THE EMPLOYEE’S
Why the
Company
Does What It
Does
Why You Do
What You Do

VALUES
CLEARLY-DEFINED CUSTOMER
REFER TO A HIGHER PURPOSE
SPEAKS TO EACH EMPLOYEE’S ROLE
23/4/2018 MIGUELBERNAS.COM 14
STRONG CULTURES ARE BUILT ON

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STORYTELLING MATTERS

BUILDS TRUST
DEMONSTRATES OPEN-MINDEDNESS
ENABLES AGILE DECISION-MAKING
ENCOURAGES RISK-TAKING
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LEADERSHIP BY EXAMPLE

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ARE EMPLOYEES ALLOWED TO MAKE MISTAKES?

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IN WORDS AND IN ACTIONS

ACTIONS BASED ON VALUES
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MEDIACORP’S COLLECTIVE VISION
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A COLLECTIVE VISION
Watch on YouTube

23/4/2018 MIGUELBERNAS.COM 22
WOULD YOU ENTRUST THE COMPANY’S REPUTATION
TO A SINGLE EMPLOYEE?

WHEN WAS THE LAST TIME YOU:
• TOLD A STORY ABOUT YOUR VALUES?
• TOOK A STAND?
• ENGAGED EMPLOYEES IN THE PROCESS?
23/4/2018 MIGUELBERNAS.COM 23
FIRST STEPS TOWARDS AN INNOVATION CULTURE

23/4/2018 MIGUELBERNAS.COM 24
AMAZON: WHY IT’S ALWAYS “DAY 1”
Watch on YouTube

THANK YOU
MIGUEL BERNAS
LinkedIn
Twitter @phatfreemiguel
Instagram @twolfsden
23/4/2018 MIGUELBERNAS.COM 25

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