Today, I’m excited to share insights from a rich conversation with Arjan from Salesforce, a leader in digital transformation who offers some powerful truths about why organizations need to think beyond just “digital” when they embark on these changes.
Digital transformation—it’s the buzzword that seems to be everywhere. But what does it really mean, and why do so many organizations struggle to make it work? We know that technology plays a role, but as Arjan points out, transformation is just as much (if not more) about people, empathy, and purpose. Here’s what we uncovered.
Starting with Purpose: Define the “Why” Before the “What”
First and foremost, Arjan made a powerful case for starting with purpose. In his words, you need to understand the “why” before diving into the “what” and “how.” When we talk about digital transformation, it’s tempting to jump right into implementing new software, launching a website, or adopting the latest trends in AI. But without a clear understanding of what the business hopes to achieve—and how it aligns with its values—digital efforts can end up feeling directionless.
Think about it like this: When an organization knows its mission, vision, and values, it has a compass for every decision it makes along the way. Arjan emphasizes the importance of this alignment, sharing that Salesforce uses a method called “VVMOM” (Vision, Values, Methods, Obstacles, and Measures). This framework keeps their digital initiatives grounded in purpose, helping them focus on actions that truly matter, and avoid the pitfall of being what he calls “fashionistas”—companies that chase every trend without a clear purpose.
For companies embarking on their own transformations, the takeaway is clear: make sure your digital goals are rooted in your core mission. Without this guiding “why,” technology is just a tool without direction.
Digital Transformation Is Not Just About Digital—It’s About People and Processes
One of the biggest pitfalls in digital transformation is treating it like a purely technological initiative. Arjan brought up an interesting point: he believes there are three critical elements to any successful digital transformation—digital capabilities, the business model, and the people. All three need to be integrated, and the “people” aspect, in particular, cannot be overlooked.
Digital tools are just one part of the puzzle. True transformation requires aligning business processes and preparing people for change. Arjan shared a telling example: a car manufacturer that wanted to become more customer-centric realized they needed to rethink their culture. Traditionally, they had focused entirely on the product—the car itself. But as customer expectations evolved, they recognized a need for a shift. This wasn’t just a tweak to the technology; it was a wholesale shift in how they thought about their role in customers’ lives.
Becoming more customer-centric meant empowering employees at every level—from engineers to sales associates to customer service agents—to connect with the brand’s new vision. Without this alignment, digital transformation would have been just another project, rather than a cultural shift with lasting impact.
Empathy as a Design Principle: Building for Human Needs
Now, let’s talk about one of the most important (and often underestimated) pillars of digital transformation: empathy. Arjan has a wonderful term for this: “actionable empathy.” The idea is to design not only for efficiency but also for human needs. How can we make the lives of customers and employees easier? How can we reduce friction in their experience?
Take Burberry, for example. Burberry underwent a stunning transformation, moving from an outdated brand associated with retirees to one of the most digitally forward fashion houses in the world. What was fascinating about their transformation was that they didn’t just change their digital presence—they transformed the entire experience, from how employees engaged with customers to how stores presented their merchandise. Burberry’s “walk-in web shop” model allowed customers to have a seamless experience that felt both high-touch and high-tech.
Empathy drove this transformation. Burberry put themselves in the shoes of their customers and employees, understanding the emotions involved and designing experiences around them. It wasn’t just about making things digital; it was about creating an environment that felt cohesive, familiar, and intuitive.
Human-Centered Change: Designing for Both Employees and Customers
One of my favorite parts of the conversation with Arjan was about employee experience. So much focus in digital transformation goes toward the customer experience—and rightfully so. But we can’t forget about the people who work every day to deliver that experience. In fact, employees are at the heart of it. As Arjan wisely put it, customer experience is only as good as the employee experience behind it.
Arjan talked about how Salesforce approaches this balance by designing transformations that are human-centered. They take time to map not just customer journeys but employee journeys as well. How does this new CRM affect the daily work of the support team? Are we adding unnecessary complexity, or are we genuinely making their jobs easier? Human-centered change considers these questions, ensuring that employees have the tools, training, and support they need to embrace the new technology.
Training is another big part of this. Instead of endless sessions that can feel like information overload, Salesforce uses an interactive platform called Trailhead, which gamifies learning. Employees earn badges, levels, and rewards as they master different skills, creating a more engaging experience that encourages small, incremental learning—an approach that’s far more effective for behavior change.
Three Golden Tips for Successful Transformation
As we wrapped up our conversation, I asked Arjan to share his top tips for organizations embarking on digital transformation. Here’s his advice:
- Start with Purpose: Align digital initiatives with your core mission and values. When your organization understands its “why,” every choice becomes easier. It’s the foundation of a successful transformation.
- Embrace Digital as an Enabler, Not the Goal: Technology is a tool, not the end goal. Be strategic about where digital capabilities can truly add value and improve the customer or employee experience, rather than adopting technology for its own sake.
- Make Empathy Your Design Principle: Design every process, tool, and experience with empathy in mind. Ask how each decision will impact the people who use it—customers and employees alike. This human-centered approach creates a smoother, more satisfying experience for everyone.
Challenging the Status Quo: A Culture of Continuous Improvement
Finally, Arjan left us with a powerful thought: sometimes, digital transformation is about challenging the status quo and questioning long-standing practices. He referenced the book Be More Pirate, which offers a rebellious take on making change happen. Pirates in the 18th century had their own codes, values, and sense of purpose that set them apart from the mainstream, and Arjan encouraged us to adopt a similar mindset—questioning assumptions, challenging norms, and always looking for ways to make things better.
This spirit of continuous improvement is key to transformation. Sometimes, it’s about the small things—bringing a reusable cup to the office instead of using disposable ones. Other times, it’s about big, structural changes, like shifting from a product-centered approach to a customer-centric culture. Either way, it’s about being willing to take a fresh look at what’s “normal” and asking if it still serves us.
Closing Thoughts
Digital transformation isn’t just a technology project—it’s a shift in mindset, culture, and values. It’s about aligning digital capabilities with a purpose, prioritizing the human experience, and embracing empathy as a guiding principle. If you’re thinking about starting or are already in the middle of a digital transformation journey, remember Arjan’s advice: keep your purpose clear, make digital an enabler, and let empathy guide every decision.
