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    From doing digital to being digital

    By Anders Björklund

    From doing digital to being digital
    Apr 7, 2026| 3 min
    From doing digital to being digital
    3:26

    Digital transformation involves more than just adopting new technologies—it's about rethinking your entire business strategy. Many transformations fail due to natural resistance to change and a tendency to cling to outdated cultures.

    To succeed, organisations must shift their mindsets, embrace innovation, foster collaboration, and prioritise their customers. As we often say at Zooma, "Don't just do digital. Lean in and become digital." Despite substantial investments, many digital transformation projects fail. Common pitfalls include:

    Resistance to change

    Employees might oppose new technologies and procedures by favouring familiar routines.

    Outdated organisational cultures

    Rigid hierarchies and siloed departments can obstruct agility and innovation.

    Lack of customer focus

    Transformations that prioritise technology over customers' needs often fall short.

    Addressing these challenges requires a fundamental shift in mindset and culture.

    "Doing digital" implies implementing digital tools within existing frameworks. In contrast, "being digital" means incorporating digital thinking into the organisation's DNA.

    Embracing a digital mindset

    A successful digital transformation begins with developing a digital mindset—an organisational culture that prioritises agility, ongoing learning, and customer focus. This involves:

    Innovation

    Encouraging experimentation and embracing failure as a learning opportunity.

    Collaboration

    Breaking down silos and fostering cross-functional teamwork.

    Customer-centricity

    Placing the customer at the heart of every decision and process.

    By adopting this mindset, organisations can navigate the complexities of digital transformation more effectively and with higher quality.

    Putting the customer at the centre

    In the digital age, customer expectations are higher than ever. To meet these demands, businesses must:

    Personalise experiences

    Use data analytics to tailor products and services to individual customer needs.

    Engage across channels

    Provide seamless experiences across digital and physical touchpoints.

    Solicit feedback

    Actively seek customer input to inform continuous improvement.

     

    A customer-centric approach not only enhances satisfaction but also drives loyalty and growth.

    From doing digital to being digital

    "Doing digital" implies integrating digital tools into the existing frameworks. In contrast, "being digital" involves embedding digital thinking into the organisation’s DNA.

    This includes:

    Strategic alignment

    Ensuring digital initiatives align with overarching business goals.

    Empowered leadership

    Leaders championing digital transformation and modelling desired behaviours.

    Continuous evolution

    Regularly assessing and adapting strategies to stay ahead in a rapidly changing landscape.

     

    By fully embracing digital, organisations position themselves for sustained success in the modern marketplace.

    Lean in and become digital

    Digital transformation is not a project with a start and an end; it is an ongoing journey. Success depends on rethinking business strategies, overcoming resistance to change, and fostering a culture that welcomes innovation and customer focus.

    At Zooma, we believe that organisations must not just do digital things to succeed; they must fully embrace and become digital.

    Do you agree? Do you need advice on how to get started?
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    #digital transformation #decision maker
    Anders Björklund is the founder and CEO of Zooma. Since starting the agency in 2001, he has helped shape Zooma into a partner that advises, produces and drives ambitious B2B companies forward. Over the years, Anders has worked with hundreds of companies, helping them become more digital and more effective online. He focuses on connecting business strategy with practical execution, turning complex offers into clear communication that works. A large part of his day-to-day involves working with our customers' sales teams and leaders to boost their knowledge and effectiveness. He's known for his inquisitive nature and for asking a lot of questions (often the uncomfortable but necessary ones). He's also a sports fanatic — and of course, a dedicated GAIS supporter.
    Digital transformation
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