Organisational structures do not fit into a digital world anymore.


Organisational structures are often part of an “old” way to organize processes. Introducing new tools doesn’t help, if you don’t involve yourself in these processes actively and detect new potentials. This also applies to the staff-members, who get new opportunities to develop their skills.

Change is a rocky road

It is easy to refer to digitalization again and again and to present yourself as an expert for the challenges that digitalization brings. Perhaps there are even more experts dealing with digital matters than there are digital challenges. At least, that’s the impression you get, when you are deeply involved with the subject.

Again and again, I notice that many companies stick to the “old” ways regarding their processes and organisational structures. It’s not about abandoning all established procedures. It is rather a basic aversion against anything that is new and requires change.

That is why it is a big challenge to help people along, to explain and answer their questions all over again. Changes often cause uncertainty, especially for people who want to see their own achievement and not some artificial intelligence (AI) at the center of attention – no matter how common AI has become today.

Fixing the basics vs. the demands in briefings

When I look back on past pitches, I often see the same pattern. The briefings are extensive and list a wide range of different tasks. But between the lines, there is also a strong uncertainty, for example in words like “… we are looking forward to discussing your ideas …” or “… please tell us, if you have any different ideas and explain your proposals …”

If you dig deeper to get to the core of the challenges, you’ll soon find out that it is all about “fixing the basics”. It is often the case that there’s no solid base to start from and before you can turn toward the briefing’s tasks you need to face completely different challenges that even digital 8.0 can’t solve.

Unfortunately, you can’t win a pitch if you address this honestly. And actually, nobody even wants to hear it. They rather wish for something special, whatever this may look like.

Change is essential, especially for organisational structures

If you look back at the past few years, change is totally natural. Actually, it has nothing to do with digitalization. But the pace increases and with that the pressure rises, too. It is necessary to understand digital content and acknowledge it as given.

I strongly recommend explaining a concept and the processes as clear as possible. What you need are partners who want to understand it. If you don’t understand the causes that are behind it, you are not up-to-date anymore.

Let me illustrate this with the following example: Clients often talk about an app, but they don’t necessarily refer to an Android/iOS-app. Instead, they often have a website in mind or anything else that has to do with computers. Of course, this makes it difficult to understand each other properly. Terms also become blurred, because they are understood and used differently in everyday language. But it is essential to recognize the distinctions. If you don’t understand why a website doesn’t work without an internet connection, it gets difficult to continue the discussion.

Replace or support

Digital tools like our DYNAMIC PLAN® offer support and can become an active companion to tackle digital challenges. That’s a different approach than in the past, but it is also more exciting and convenient. It is extremely important to transport such a message and it helps to achieve stronger acceptance from a company and its staff.

It’s not about replacing the staff-members, but about supporting them during the digital transformation. And that can be great fun, too. | dietz GmbH & Co. KG | Am Kronberger Hang 8 (Building L1) | 65824 Schwalbach am Taunus | Germany |

Digitalberatung durch Oliver Dietz, CEO