ROCK­ETS AND TSUNAMIS

Colleen Ryan on busi­ness trans­for­ma­tion in 2017.

New Zealand Marketing - - Contents -

When the Mar­ket­ing Awards were an­nounced this year and TRA de­cided to get in­volved as a spon­sor, a cou­ple of cat­e­gories held ap­peal for us. Any­thing to do with in­no­va­tion was al­ways go­ing to ap­peal to our rest­less and cu­ri­ous minds, but think­ing about how many of our clients were en­gaged in var­i­ous forms of trans­for­ma­tion, this cat­e­gory piqued our in­ter­est so we opted to not only spon­sor it but also do a bit of dig­ging to see what in­sights we could un­cover about trans­for­ma­tion within New Zealand busi­nesses.

In the last month or so we’ve in­ter­viewed a num­ber of New Zealand’s lead­ing com­pa­nies and we’ll be shar­ing th­ese in­di­vid­ual case stud­ies over the com­ing weeks. Mean­while, there are some com­mon themes emerg­ing and it’s in­ter­est­ing to see how they re­late to what’s hap­pen­ing in the global busi­ness com­mu­nity. As a bonus, one of the key things to emerge is that prop­erly ex­e­cuted trans­for­ma­tion pro­grammes are very pow­er­ful driv­ers of in­no­va­tion. A mind­set of do­ing things dif­fer­ently fu­els creativ­ity across the or­gan­i­sa­tion, so busi­ness lead­ers talk about in­no­va­tion no longer be­ing seen as the sole do­main of prod­uct de­vel­op­ment, but in­stead be­com­ing an en­ter­prise-wide force that af­fects ev­ery­thing – from mar­ket­ing and me­dia to le­gal and tal­ent man­age­ment. So, al­though we opted to spon­sor the Trans­for­ma­tion Award, in­no­va­tion in­vari­ably played a role in de­ter­min­ing the win­ner.

The world has al­ways been in a state of change but our busi­ness lead­ers told us that what is dif­fer­ent now is the speed of change and, by that, they mean the ac­cel­er­a­tion rate that kicks in when tech­nol­ogy reaches a tip­ping point that makes al­ter­na­tive prod­ucts, ser­vices and de­liv­ery op­tions widely ac­ces­si­ble and us­able. This rocket-pow­ered ver­sion of change comes in the form of a dis­rupter that cre­ates the fear that you may be ob­so­lete in a very short pe­riod of time.

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