“Unknown is unloved.” The same is certainly true of an organisation's digital strategy. Although organisations invest billions in digital transformation projects to work more efficiently, serve customers better and stay ahead of the competition, many of these projects come to nothing. Why? Often because the digital strategy is not well shared or understood within all layers of the organisation.
A digital transformation is more than implementing new technologies. It is a change in culture, mindset and way of working. For this change to succeed, everyone in the organisation must be looking in the same direction. This is only possible if the digital strategy is not only shared top-down, but also understood, felt and carried on the shop floor.
Why a shared strategy is crucial
A digital transformation begins with a vision: where do you want to go as an organisation? This vision is usually captured in a digital strategy. But a strategy known only to management or the IT department is like a secret recipe not shared with the chefs in the kitchen. Without clarity about the direction, employees are left in the dark about how their daily work contributes to the bigger picture.
In a previous blog I have discussed that a good strategy should at a minimum consist of these three elements:
Analysis of the problem to be solved by the strategy.
Clear policy guidelines to give direction to the organisation.
The (high-over) actions needed to realise the strategy.
If these elements are missing or not properly communicated, confusion ensues and employees lose track.
The gap between strategy and workplace
One of the most common pitfalls is that digital strategy remains too abstract. Words like “digital-first,” “agile” and “data-driven” sound good, but mean little to someone on the shop floor who struggles daily with outdated systems, inefficient processes or a lack of training. Employees wonder, “What, specifically, does this mean for my job? How will this help me do my tasks better?”
When strategy is not translated into practical steps or solutions, resistance or disinterest arises. The result? Lack of support and a greater likelihood that the project will fail.
Make your digital strategy widely known and relevant
The success of a digital transformation depends heavily on how well the strategy is shared and how concrete it is made. Here are a few key steps:
Communicate clearly and consistently - Make sure everyone in the organisation is aware of the digital strategy. Use different channels, such as presentations, internal newsletters, infographics and workshops. Keep the message simple and accessible.
Make it concrete - Translate the strategy into practical steps relevant to each department or role. Show how digital tools and processes make their daily work easier, faster or more effective.
Involve the shop floor early - Employees on the shop floor often have valuable insights into what works and what doesn't. Involving them in the strategy design phase makes them feel heard and increases the likelihood of adoption.
Leadership at all levels - Digital transformation is not just a job for the C-suite. Create digital ambassadors within the organisation who promote the importance of the strategy and support colleagues through change.
Measure and celebrate successes - Show what progress is being made. Share successes, no matter how small, and demonstrate how the digital strategy is delivering tangible benefits.
A shared strategy, a shared success
So before you take the next step in your digital transformation, ask yourself the question, “Does everyone in my organisation know what our digital strategy is?” More importantly, “Do they know how this can help them do their jobs better?” If the answer is “No,” then you know where to start.
New book: 'Strategy in digital transformation'.
You can find more explanations and examples on sharing a digital strategy in my new book “Strategy in Digital Transformation. Autumn 2025 the e-book will be published and later the paper version.
This will be a read and do book that will help you successfully create, share, execute, measure and optimize digital strategies.
In each case, you will find the TIMAF strategy game, ten worked-out examples and many exercises. With the poster digital strategy and game cards, it becomes a real do-book. The idea is that, based on the book, you can get started creating a digital strategy yourself.
