2021 specific barriers to successful transformation

I recently launched a poll on the barriers to transformation that because of the unique context in 2021 are more likely to hold back progress this year. Unclear business priorities came top of the poll with 45% of the votes followed by Change and general fatigue with 30%.

The results replicate conversations I’ve been having regarding where businesses are with their transformation plans for 2021. Here’s my take on why these two barriers came the top of the list.

Concerns regarding business priorities are likely to exist because companies either have not decided what their specific plans are for 2021 are or have not communicated them effectively. This may be due to concerns in committing money and resources to initiatives until the economic outlook is clearer. Alternatively, it may be due to how the priorities have been communicated – the process, the messaging, the format, the follow up etc. Either way, the lack of clarity for managers and teams on where they should focus and what they should de-prioritise is a barrier to progress. Until business outcomes and priorities are fully understood (the What), work cannot commence on the design and implementation of the solutions and activities (the How) that will deliver the changes desired.

It’s not surprising that fatigue has polled highly as a barrier to delivering transformation this year – we’re all tired. There has been so much change over the past 14 months, change to where teams work, how they communicate, the way work is done and often what the work is. Businesses have had to refocused on offers and services relevant in the covid world - for some strategy will have changed, for others it will have accelerated. Additionally, there is pressure on teams to catch up in 2021 on important initiatives and technology implementations put on hold last year. For everyone the change continues as we emerge from lockdown and move to hybrid working and as consumer behaviour evolves again. New decisions are required on which of the changes adopted during the pandemic remain and which will be reversed as we move to a new normal.

If there’s one big take out for me it’s the importance of how we communicate to, engage with and involve our leaders and teams. Excitement can be generated around strategy and transformation to galvanise and energise teams, providing a confidence in the future of the business they work in and their role within it. This energy drives both the transformation and business performance.