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