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Perspectives

Deloitte book collaboration: The Transformation Myth

Your guide to digital business transformation amid disruption

What’s the transformation myth? It’s the misconception that transformation is a linear process, with a before, during, and after. This book, published in collaboration with academics from Boston College and Northwestern University, sheds light on the continuous process required to adapt to a disruptive environment—and emerge stronger and more competitive.

About the book

Faced with a crisis-filled 2020, businesses had to respond almost instantaneously—shifting employees to remote work, repairing broken supply chains, and keeping pace with dramatically fluctuating customer demand. They were forced to adapt to a confluence of multiple disruptions inextricably linked to a longer-term, ongoing digital disruption.

The Transformation Myth: Leading Your Organization into an Uncertain Future shows that companies that use disruption as an opportunity for innovation emerge from it stronger. Companies that merely attempt to “weather the storm” until things go back to normal (or the next normal) miss an opportunity to thrive.

That’s because transformation isn’t a one-and-done event, but a continuous process of adapting to a volatile and uncertain environment. Drawing on five years of research into digital disruption—including a series of interviews with business leaders conducted during the COVID-19 crisis—this book provides a framework for understanding disruption and tools for navigating it. The Transformation Myth also offers insight into the leadership traits, business principles, technological infrastructure, and organizational building blocks essential for adapting to disruption, with examples from leading organizations.

The underlying message: Technology isn’t an end in itself. Rather, it enables the capabilities essential for surviving an uncertain future: nimbleness, scalability, stability, and optionality.
 

The Transformation Myth recognized as a bestseller

Congratulations to Rich Nanda, Gerald C. Kane, Jonathan R. Copulsky, and Anh Phillips, authors of "The Transformation Myth: Leading Your Organization Into an Uncertain Future." Released on September 28, 2021, the book made the October 2021 Porchlight Business Bestsellers list (ranked #12).

The Transformation Myth: Leading Your Organization through Uncertain Times

Rich Nanda, US Monitor Deloitte Lead, was joined by Gerald C. Kane, Professor at Boston College’s Carroll School of Management, Jonathan R. Copulsky, senior lecturer in Marketing at Northwestern University, and Anh Phillips, Research Director for Deloitte’s Global CEO Program, for a special episode of the ‘Transform.Rinse.Repeat.’ LinkedIn Live series to talk about their newly published book, The Transformation Myth. The book sheds light on the continuous process required to adapt to a disruptive environment and emerge stronger and more competitive.

Enterprise transformation spotlights:

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Technology
Analog Devices CTO: ‘Meet the Customers Where They Are’
Description: When the pandemic sent most workers home, leaders at Analog Devices quickly reimagined the customer experience for a virtual setting.
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Leadership
Virtual Success Hinges on Culture, Agility
The transition to remote work challenged a lot of businesses, but some say they are emerging in a stronger position than ever thanks to a commitment to company culture and a digital mindset.
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Leadership
Leadership in the Age of COVID-19
Leaders who treat transformation as a continual process can position their organizations to not only navigate but in fact thrive in the face of disruption.
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Automotive
Empowered Teams Help CarMax Adapt to Pandemic
For a CarMax workforce that treats change as a given, quickly addressing new customer concerns during the pandemic was a natural next step.
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Leadership
Torch and Everwise: Merging During—and Emerging From—COVID-19
When the global pandemic struck, leaders quickly adapted their learning offerings for a virtual world while positioning their combined company to come out of the crisis stronger than ever.
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Data & Analytics
How Workforce Data Is Shaping Post-Pandemic Work
‘People data’ has helped many organizations establish effective virtual work practices. Now it’s driving decisions about post-quarantine work arrangements.
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Technology
Skillsoft Reflects on Digital Learning in the Year of Living Virtually
In a year defined by shifts and surprises in every walk of life, online learning providers found themselves in a somewhat enviable position: At the center of a global discussion of their craft.
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Life Sciences & Healthcare
Culture, Tech Keep Siemens Healthineers Thriving
When working from home involves reading radiology images to guide COVID-19 diagnoses, the stakes are high. Siemens Healthineers makes it happen through a combination of culture, work practices, and technology.
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Future of Work
Steelcase Reimagines the Office With Digital, Data
As the COVID-19 pandemic shut down corporate buildings around the world early last year, many wondered whether offices might become obsolete. But for Steelcase, a leading manufacturer of office furniture, the crisis presented an opportunity to rethink the physical workplace—both for itself and for its partners and clients.
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Consumer
In Pandemic Pivot, Fanatics Reinvents the Playbook
Through a series of quick turns, sprints, and a carefully edited playbook, leading global sports merchandiser Fanatics turned an off-the-field sports season into a success—for customers, the community, and its business.
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Life Sciences & Healthcare
Humana Responds to Pandemic With Data, Agility
A data-driven command center coupled with the latitude to make quick decisions enabled leaders at the health insurer to respond rapidly and effectively to the changing needs of members and employees.
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Oil, Gas, & Chemicals
During Crisis, Shell Startup Focuses on Relationships
The COVID-19 crisis prompted Shell Polymers general manager Emma Lewis to lean on the company’s values and focus squarely on the care of its customers and employees.
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Consumer
At Portillo’s, Family-First Values Guide Pandemic Response
The beloved Chicago-based restaurant chain has responded to COVID-19 by living its values and enhancing its customers’ online experiences.
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Technology
In a Virtual World, Gensler Will (Gladly) Never Be the Same
Architectural design is traditionally a high-contact, high-touch experience that involves real-time collaboration and a lot of “picking things up.” Shifting to virtual turned out to be a different spin on what designers do best: solve problems through co-creation and creativity.
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Consumer
In a crisis, Olo fulfills a tall order for restaurants
The people behind the online food ordering platform found a greater sense of mission and clarity in helping restaurants stay afloat during the pandemic.
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Consumer
Beam Suntory’s Spirited Pivot Toward a New Normal
Guiding principles coupled with an entrepreneurial approach are enabling the worldwide spirits maker to meet changing consumer demands and community needs.
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Healthcare
Envision Healthcare: On the Front Lines of COVID-19
In the year since the global pandemic took hold, the IT team at national medical group Envision Healthcare has risen to the occasion to deliver innovative solutions at speed and scale.
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Transportation, Hospitality, & Services
In the Face of a Pandemic, Marriott Leans on Its Values
The hospitality giant has responded to COVID-19 through the prism of its core beliefs, which begin with taking care of its people.
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Technology
Google Cloud: Pandemic Fast-Tracks Transformation
In the rapid shift from physical to digital, the current health care crisis is accelerating efforts to transform, according to executives from the cloud services provider.
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Life Sciences and Health Care
COVID-19 Accelerates Anthem’s Data-Driven Transformation
AI and predictive algorithms have played a key role in helping the health benefits company accelerate and scale up its digital solutions for employees, clients, and consumers.
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Transportation, Hospitality, & Services
Hilton Flips Recruitment to Respond to Crisis
In an industry suddenly upended by the pandemic, Hilton’s response has included upending its own recruitment platform to help its employees weather the storm.
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Additional perspectives and insights:

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Leadership
Teaming your way through disruption
Digital tools and capabilities have been credited with helping many organizations weather the COVID-19 disruption, but there’s also an analog source of innovation and adaptability in trying times: cross-functional collaboration.
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Leadership
The Digital Superpowers You Need to Thrive
Digital leaders are best positioned to meet disruptive challenges with innovation.
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Digital Transformation
A new language for digital transformation
Organizations still struggle to advance digital transformation. A common language that transcends technology could be the key to strategic transformation.
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Technology
Leading through the fog of disruption
The COVID-19 crisis has caused disruption and disorientation for businesses and individuals alike. We’re all facing the “fog of pandemic” that’s no different from the famous “fog of war”—the lack of certainty about one’s capabilities and environment in combat (or trying) conditions.1 Nonetheless, it’s times like these that bring opportunities for growth.
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Future of Work
Redesigning the Post-Pandemic Workplace
Work as we know it is forever changed by COVID-19. Now is the time for managers to envision the office that employees will return to.
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Technology
A case of acute disruption
Digital transformation through the lens of COVID-19
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Praise for The Transformation Myth

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