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Digital Transformation
Borja Gonzalez del Regueral,
Vice Dean,
(Data Science & Technology),
IE School of Human Sciences
& Technology
In recent years, we have seen how compa-
nies that not long ago were spearheading
different verticals have disappeared. At the
same time, new entrants are transforming
sectors, industries and societies. Under the
umbrella of digital transformation, there is
much more than technology. There is a cul-
tural shift towards a human-centric design of
business models, processes and last but not
least customer experiences. We as a whole
have abandoned the idea of splitting services
and products. Now, more than ever, experi-
ences as customers, as employees and as a
society are key to determine the success and
the survival of sectors as a whole.
Although the focus in most cases is on the
new application of existing technologies due
to a decrease in their implementation costs,
digital transformation is 80% culture and
20% technology. This type of transformation
requires a holistic review of the organizations
and the ways of working. This process char-
acterized by constant change, requires leader-
ship to foster the shift towards a leaner and
agile workforce that is able to abandon silos
and put customers at the very center of the
organization. However, this comes at a cost.
We are biased towards the negative effect of
technological change. We are able to foresee
the negatives of this unknown new reality
while it requires a significant effort to foresee
the positives. Research says that our bias is
2-3 times stronger towards the negatives.
This cultural change has to be understood as
a process with no end state. Technology fos-
ters collaboration in ways not seen in the past.
Today, the way in which we avoid silos goes
beyond the borders of organizations, societ-
ies and governments. The multiplying effect
of different techn