Tackling the unspoken challenges of digital transformation projects

Before you jump to vision, you need urgency. John Kotter's "Leading Change" model is a classic for a reason: transformation starts when people feel the need to act. So - what's the burning point? What’s the crisis or opportunity that demands change now?

Start with an open team conversation - ask questions like, “What’s the melting iceberg? What opportunities are we missing?” to align on the stakes. Honestly assess your digital shelf performance against competitors and look outside your industry for inspiration. Use these insights to create a shared vision. Most importantly, focus on your customers’ pain points, as putting them first drives real change.

Consider using structured frameworks like:

• Impact vs effort. Focus first on high-impact, low-effort wins.
• Strategic alignment. Ensure urgencies directly support key business objectives.
• Customer-centricity. Prioritize addressing customers’ real pain points.
• Data-driven. Use data to validate and identify key areas for improvement.
• Cross-functional input. Involve diverse teams for buy-in and a holistic view.

Here’s the golden rule: a real vision isn’t handed down from the top. It’s built together, with input from every department.

One of the keys to a strong vision is simplicity. Ask yourself: can you explain it in three sentences? If not, it’s too complicated. Clarity is your best friend when it comes to getting people on board.

Another key factor (no surprise here) is communication. Be ready to share your vision repeatedly – it takes time for it to truly stick.

Finally, pay attention to the questions your team asks. When people start asking thoughtful questions, it’s a sign they’re engaged and beginning to connect with the vision. That’s when you know you’re on the right track.

Cross-functional collaboration often comes with resistance and that’s completely normal. The key is having the right strategies to overcome it.

One effective approach is to show your team what the new way of working will look like. For example, imagine a day where digital shelf owners don’t have to deal with endless data headaches. Instead, they can focus on the strategic and tactical work that drives real results. Create “a day in the life” scenarios to help your team visualize the benefits.

Another important step is to clarify roles, responsibilities, and – most importantly – “what’s in it for me?” Work with your most engaged team members to tailor these narratives, then test and refine them to address specific pain points.

And finally, make the change personal. If you can create opportunities for team members to grow their careers or gain valuable experience by being part of the project, you’ll find it much easier to get buy-in. When people see how the change benefits them, they’re far more likely to embrace it.

Silos are one of the biggest barriers to seamless collaboration and customer experiences. To overcome them, it’s essential to empower champions within your organization – individuals who can bridge gaps between teams and build stronger ways of working together. These champions form what John Kotter calls “the guiding coalition,” a group of leaders who drive change and foster collaboration.

One way to break down silos is by aligning teams through shared KPIs. For example, Marketing and Brand can work together to create perfect content, while Legal and E-commerce ensure product statements are accurate and customer-focused. Similarly, Key Accounts can collaborate with Social teams to optimize ratings and reviews. These shared goals encourage teams to work together rather than in isolation.

And empower cross-functional partnerships that focus on achieving digital shelf success. These partnerships can be tailored to specific markets, channels, or categories, ensuring everyone is aligned on common objectives.

When silos are removed, trust builds, and teamwork becomes natural, strengthening the organization.

In a world overloaded with information, too much communication can be just as harmful as too little. The key is to focus on clarity and consistency, ensuring your message cuts through the noise and reaches the right people.

Start by appointing a communication manager to manage communication efforts. Understanding the needs and expectations of each stakeholder group is critical. By developing program personas, you can craft messages that resonate with each audience and address their specific concerns.

To reinforce your message, use multiple formats and channels. A combination of newsletters, intranet updates, recurring meetings, release notes, and other communication tools ensures that your message is heard and remembered.

Host walk-in sessions where team members can ask questions, provide hands-on training opportunities, and make your team available to support users. Real, human connection builds trust and confidence, helping your message stick.

Clear, consistent communication isn’t just a nice-to-have – it’s the foundation of any successful initiative.

When teams rely on multiple sources of truth, confusion and misalignment are inevitable. To avoid this, consider the following:

• The Blueprint deck: Create a simple, repeatable presentation that clearly outlines the program's goals and progress.
• The core team: Hold a weekly meeting to align on planning, roadmap, and delivery status.
• Clear ownership: Assign responsibility for key areas (technology roadmap, communication plan, etc.).