Four Laws of Brand-Building in the Digital Age (Part 4 of 4)

Law 4: From Ideal Future to Practical Future

One of the common concerns we hear from brands and organizations is that many of them know that they need to evolve but don’t know quite how. “How do I keep up with the changing times and build the future of my brand and business?” is a recurring worry we hear all the time.

As such, companies in recent years have been using phrases such as innovation, digital transformation (DX), disruption, design thinking, and even moonshot thinking, to push their brand or market relevance agenda.

So how do you achieve innovation, transformation, or even disruption? The key is to balance the ideal and the ambition with the practical mindset.

DX Is Not A Tool But A Culture

Corporate reform issues with DX are not because of a lack of tools. Just because your organization uses Slack, Asana, or 15Five, that doesn’t make it more digitally savvy. Many traditional corporations mistake the introduction and integration of digital tools into their corporate process and practice with DX.

The success of DX is actually a matter of culture.

To illustrate the point, here’s a story from an era long before the word “digital”…