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January 18, 2019 Digital communications

Catch the right waves

By Richard Spångberg

Rapid digital transformation, talent scarcity, technological advancements, changing consumer behaviour, and an ever-transforming media landscape - working with digital communications is becoming more complex with each passing year. How can we, as companies, address these concerns and take an active role in bringing about positive change?

In a digital transformation analogy, change is likened to the concept of waves. Like throwing a stone in the water, digitalisation generates them at a rapid pace.

They consist of three interacting levels: innovations, new products and services, and behavioural changes. Individually or through their intersection, these waves will continually surface developments that can impact your business. The only option is to become more agile and flexible - ride the wave and rise to the challenge. 

Change is an opportunity

In this fast-changing market, business sustainability is increasingly dependent on your capacity to turn change into an advantage. This is a skill, and it is possible to cultivate it with the right tools and framework.

A strategical framework to manage change

Managing change effectively can be likened to surfing. When a big wave is coming your way, you need to think like a surfer:

  • position yourself
  • catch the right waves
  • and make the most out of it until it is time to jump to the next one.

Position yourself optimally

In order to utilize change effectively, you must first position yourself optimally. This is achieved through business intelligence and strategic direction.

By knowing your strengths and weaknesses, you can move toward a fitting outpost. From there, you can scan the horizon for relevant developments and engage when the time is right.

Catch the right waves

Your positioning and strengths should serve as guides to determine the appropriate time for your business to act.

Make the most out of the ride

When you decide to engage in a wave, consider where it's heading. You can gain valuable insight into wave behaviour if you understand the three levels of digitalisation and how they interact with each other.

Applying these insights will help you to avoid errors and navigate the wave with more  agility.

Source: Andervin, M. & Jansson, J. (2016). Leading Digital Transformation.

Cultivate your ability to surf

Upgrade your strategical thinking and strengthen your ability to make change turn in your favour - it is one of the most important skills you can have when it comes to the creation of competitive advantages. 

Regardless of your current skill level, this ability can be developed. All businesses face unique starting points and opportunities in this journey. We can help you find yours. 

We know how

Do you want to know more about how you can tackle change in a positive way? Contact us for strategic advisory and get the practical tools you need to turn change into an advantage.

Humla Törd

Humla Törd

Head of Webranking


+46 70 971 12 75