Strategy for Show


Seeing a number of small to mid-size companies rolling out ‘initiatives’ purely for show.

Usually driven by people within the company feeling the need to be seen ‘doing something new’…

Digital transformation projects are a good way to disguise this.

As are branding projects.


Because the easiest way to be seen to be doing something is for it to be easy to point to eg new website, new logo, new brand design, new platform…

And thank goodness for generic terms that are acceptable now eg package it up as a ‘digital transformation’ imperative – as if a new tech stack is going to make any meaningful difference, when the current one is neglected.

I’m all for process improvement, automation and efficiency.

But sometimes the only improvement is in key stakeholder CVs.

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By Craig Bailey