By: Hannah Scott

Ever feel like your business is running on a hamster wheel, working hard but not quite getting ahead? Your human potential is involved in repetitive daily tasks, leaving fewer minds available for strategic processes. Similarly, some of your crucial processes take too long while your competitors are completing them in a jiffy.

The difference here might be due to digital transformation.

What Is Digital Transformation?

Digital transformation is about overhauling your business operations by integrating digital technology into different processes. Upgrading your business processes is perhaps its premier definition. Since industries are constantly innovating, keeping up is essential. 

It involves using the latest tech, gadgets or software, to streamline, improve, and speed up your operations. The goal of digital transformation is to transform the business’s core operations while adding value. 

Automation and digital solutions are good examples of it. They can eliminate repetitive tasks, reduce human error, and increase productivity. This means more time for employees to focus on strategic work.

Similarly, today’s customers expect seamless, personalized interactions. Digital tools can help businesses meet these expectations by providing better service and more tailored experiences.

Navigating the Common Pitfall of Digital Transformation

But hold on. Before you start searching for tech solutions for your business, there is a common pitfall to watch out for. Surprisingly, this major stumbling block is not technical in nature. Instead, it is behavioral. It is your mindset.

Without a thoughtful approach, digital transformation can turn into a confusing and costly mess. Dr. Rania Shamas, a business leader and renowned executive coach, shares that she has seen the majority of startups face this problem. 

“Many companies think of digital transformation as a quick plug-and-play solution. This couldn’t be further from the truth,” she asserts. Based on her experience of coaching more than a thousand leaders , startup founders and CEOs, she has found these problems prevalent:

• Lack of Strategy: Many businesses invest in technology that doesn’t align with their goals or needs, wasting resources. Define your WHY first .
  
• Adding Complexity: Many times, businesses blindly rush to adopt new technologies, making processes more complicated than simpler. Define the Journey before the tech . The WHAT 
• Ignoring Unique Needs: What works for one business might not work for another. Yet companies try to copy one another or follow general trends. Define your value proposition and uniqueness . The How   

Approaching Digital Transformation Strategically

Dr. Shamas is all about doing digital transformation the right way. She’s not interested in tech, for tech’s sake. Instead, she advocates for a strategic approach that starts with understanding your unique needs and improving existing processes.

Dr. Shamas, through her executive coaching, guides businesses in understanding how to select technologies that fit their specific requirements. She reiterates that the goal of digital transformation is reducing complexity and ensuring that it drives real value. Her training focuses on smart planning and execution, making sure businesses don’t just adopt new tools but use them in a way that genuinely enhances their operations.

“I always ask my clients to approach digital transformation with intention and strategy,” Dr. Shamas says. “Don’t just chase after the latest tech trends. Instead, assess your current processes and figure out where technology can make a real difference,” she advises.

Through her consultancy firm, JMJ Advisory and Consultancy, she has helped hundreds of startups and established businesses in the MENA region develop a sound digital strategy. Participated as external advisor on customer experience strategies with leading names like Bain & Company and McKinsey as its clients, the firm aims to realize Dr. Shamas’ vision of revolutionizing the GCC business landscape.

Summary: Be Smart About Digital Transformation

Setting out on your digital transformation journey, keep your eyes on the prize. Don’t get distracted by flashy trends or copying others. Instead, take a page from Dr. Rania Shamas’ book; making smart, strategic choices that align with your business’s unique needs and goals.

Transform wisely, and you’ll not only keep pace with the competition but also carve out a leadership position in your industry. Be thoughtful, be strategic, and let digital transformation propel your business forward—not just for the sake of change, but for meaningful improvement aligned to your company Vision and aspiration.

Published By: Aize Perez