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    Shaping the use cases of tomorrow

    By Anders Björklund

    Shaping the use cases of tomorrow
    Jul 8, 2025| 2 min
    Shaping the use cases of tomorrow
    2:18

    Leadership is the compass that guides organisations through innovation, uncertainty, and opportunity. In this article, I explore the essence of proactive leadership and its pivotal role in driving digital adoption and shaping the future of business.

    Waiting for proven use cases can mean falling behind in today's B2B business landscape. Proactive leaders don't wait—they lead. They anticipate change, embrace new technologies early, and set an organisational pace. Transformation begins not with a strategy document but with a mindset, reflected in the leader's actions.

    Modelling the future

    Leadership extends beyond merely establishing objectives. It's about embodying behaviours and attitudes that move an organisation forward. By actively engaging in digital initiatives, leaders show their teams what commitment looks like. This hands-on approach fosters a culture of experimentation, adaptability, and continuous improvement.

    Creating new narratives

    When leaders take initiative, they do more than implement change internally—they shape the industry's narrative. Their actions become tomorrow's reference points. Consider companies like Nordstrom, which have redefined retail by prioritising digital customer experiences. These aren't just success stories—they're modern use cases created by modern leadership.

    Embracing the onlinification mindset

    At Zooma, we use the term 'onlinification' to describe embedding digital thinking in every aspect of business. For this process to succeed, leadership must be the driving force. It means championing digital strategies, embracing new tools, and cultivating a culture where innovation thrives. Onlinification isn't just a technical shift—it's a leadership imperative.

    Putting it into practice

    Proactive leaders don't just drive transformation—they inspire it. By experimenting with new approaches and embracing digital tools, they set a visible example for others. This is how modern leaders shape the case studies that will guide future generations. The opportunity is here. The tools are ready. It's up to today's leaders to model what's possible.

    Explore and subscribe to Zooma's Onlinification Hub's resources for more insights on digital leadership and transformation.

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    #digital transformation #digitalisation #decision maker
    Anders Björklund
    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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