Maria (Boux) Morganti Avatar

The Diary of a digital Journey

Tag: Digitalization

  • Soft skills needed in the Digital Journey

    The first thing that comes into our heads around the notion of digitalisation and in general the digital world is not for “listening” or “convincing techniques”. Normally we think about which programming language we should learn, what tools we should master, what platforms we should use, not to mention the whole ai “buzz” now everywhere (no ai=useless nowadays) . Yet the importance of more “personal” skills tends to be overshadowed.

    Not very often I heard about needing other more “personal” skills in relation to the success of a digital journey implementation. But ultimately, people are the primary stakeholders in any digital journey. The success of the implementation revolves around on whether they embrace and adopt the tools and processes developed. Ignoring this crucial aspect can lead to failure, as evidenced by the closure of digital startups, with people cited as the primary reason for their demise.

    Just today I read about the fail of a “digital” start-up where the CEO mentioned “people” as the first reason for its failure. He also mentioned that before having a finished product, he should have started with talking with the people first and understand their real needs. And this is exactly what I also learned in my professional experience. It doesn’t bring anything to have a perfect and ultra performing tool or platform if this is not needed or worse hated from their users.

    In my professional experience, I’ve learned that certain “personal” skills are paramount when transforming old processes into digital ones or creating new ones. Here are the skills that, in my view, are essential:

    Listening, listening and again listening


    Absolutely, I am 100% sure about listening in the first place of this list. Before diving into any initiative, it’s crucial to engage with colleagues, understand their workflows, and inquire about their current practices. For instance, again from my own experience, when we had to transition from paper forms to digital devices for collecting contact information at events (like trade-shows), instead of starting with what tool we can use, which device are compatible,… the initial question should have been: “How do we traditionally welcome customers during a physical event?”

    Asking this question helps uncover essential details such as whether each salesperson needs an individual device, if a touch-screen for attendees is more suitable, or if having a dedicated person to record information centrally is the better option. Just knowing how the Team usually interact with customers during events lead to understand if a direct collecting in our smartphone even could be a possibility, since they might be too busy talking to them or maybe they might prefer a quick scanning at visit cards and later on include eventual further information.

    These insights are only accessed through open discussions and the exchange of information. By actively listening to the team’s input, we can accurately identify the specific requirements that need to be addressed. This collaborative and communicative approach ensures that any digital implementation aligns seamlessly with existing practices and meets the actual needs of the team.

    Be Patient and Repetitive


    Assuming that a single training session or one email is sufficient for a successful digital implementation process is either living in another universe or indicative of no experience in such projects. Achieving comprehensive learning takes repetition – approximately 10 times to solidify one full understanding. It’s not a reflection of lacking skills or laziness; rather, it’s a reality that individuals juggle various tasks and challenges in their professional lives. They might not immediately apply what they’ve learned due to the demands of their roles.

    Expecting users to recall everything from a training or webinar, especially when they try the tool much later, sets the stage for frustration and disrupts the learning experience. It falls on us to be the constant support, reiterating, explaining, and training repeatedly. A positive approach, delivered with a smile and gentle guidance, is key. What may seem obvious to those immersed in the digital realm every day can be challenging for occasional users to remember. Patience and repetition become the pillars of ensuring a smooth and effective learning experience.

    Flexibility is your best friend

    Sometimes what I had in mind was very far from reality. For example I once created a perfect funnel that started from and adv in social media, followed by a series of email and ending with a 1:1 meeting with an expert.

    However, reality struck hard – the social media ads weren’t reaching the right audience, the landing page went largely unnoticed, and the expected clicks simply weren’t materializing. The entire funnel came to an unexpected halt. Internally, the follow-up process faced hurdles due to a lack of information among the experts.

    In hindsight, a major misstep was expecting our target audience to react precisely as we envisioned, not accounting for their actual behavior. I fully own up to this oversight; as digital experts, it’s our responsibility to ensure actions align with real habits rather than being overly theoretical. The key lesson here is to stay prepared for quick and frequent adaptations. Flexibility is crucial in the digital realm, where changes in strategy may be necessary to align with the audience’s actual responses rather than our anticipated reactions.

    Positive and Enthusiast no matter what


    We’re bound to face numerous challenges along the way, with significant pushback and criticism from various stakeholders. This is not surprising, considering human nature tends to resist change and new things. The fear stems from a potential loss of control over tasks and a reevaluation of one’s role in the process. People might feel redundant, especially if their responsibilities shift due to the implementation of new tools. Skepticism is also expected, as past experiences with various digital tools, some successful and others not, might breed doubt.

    In navigating these pitfalls, our role as “digital drivers” becomes pivotal. We must show and keep unwavering confidence, positivity and assurance that the changes we’re proposing are not only right but necessary. Reassuring our team that the new ways of working are well-founded and beneficial becomes a crucial aspect of steering through the uncertainties.

    Master convincing Technics

    The last critical skill for today, which I believe is indispensable, revolves around what I previously referred to as “convincing techniques” or the principles of influence. These serve as highly effective strategies for persuading and gaining the cooperation of others. This becomes particularly crucial when introducing new tools or altering processes that may initially demand more effort, risking resistance if not convincingly presented. Even if such changes are mandated from the top, success hinges on ensuring that the users are not just informed but actively brought on board. Mere decisions won’t suffice; it requires a hands-on approach, ensuring everyone feels heard and valued.

    Several influencing techniques prove valuable in this endeavor:

    1. Appeal to Emotions:

    • Engaging individuals passionate about technology, positioning the change as a revolutionary leap forward. It’s vital to be cautious, as excitement may wane if the novelty factor diminishes over time.

    2. Logical Reasoning (“Added Value”):

    • Clearly articulating the benefits the new process or features bring—whether increased efficiency, boosted sales, or other improvements. It’s crucial to consistently highlight the ultimate goals and the positive outcomes.

    3. Social Proof and Fear of Missing Out:

    • Staying informed about industry trends, learning from others, and sharing those insights within the organization. Creating a sense of urgency by looking beyond our immediate context and observing competitors. A robust network is essential for obtaining such information, as it often relies on word of mouth or connections.

    In essence, successful implementation goes beyond decisions; it requires creating a narrative that resonates emotionally, demonstrating the tangible value through logic, and staying informed through a strong network. This approach ensures not only acceptance but active participation in the envisioned change.

    Disclaimer: Images are generated through ai by the tool Canva

  • Digital should be for everyone, hence how to make the complex easy

    Now more than ever, with the fast development of technology and the increase of complex software/cloud solutions, it is becoming more and more difficult to understand what a product does or what is exactly its new function. If we think about an old Mobile Phone, the old-fashioned NOKIA to understand, the only ability was to make/receive calls.

    Afterwards it was made able to send SMS’s, play simple games and memorized telephone numbers. After a while it came the possibility to send/receive emails (I still miss my old Blackberry…for Boomer like me that remains still the very best Smartphones for professional use). But that for many people was already somehow very complicated to manage.

    If we look at the Smartphones now there is nothing we can’t do anymore! From E-Mails, Games, Apps of all kind, steps measurements, navigators and much more. But not only that: security passwords with finger scanning or eye/voice recognition, localisation, mobile payments and many other functions. Are all of this making our life simpler? Well in my opinion, it depends. When we understand how these new functionalities work, of course. But is everyone able to learn that quickly? Not really.

    How many of us spent hours to understand how to set the iPhone new mode connected to Cloud. And the synchronization? New Updates? Privacy settings in Social Media? New functionalities? Of course there are lot of people who will say that was easy and actually took 5 minutes…Well I am sure there are also many who agrees with me that it didn’t take 5 Minutes and could have been much easier if was better explained.

    That is the message of my post today. Makes things complicated, easy, it’s not exactly an „easy“ job. All the way through the digital journey it has always been my prerogative to simply all around the digital experience and functionalities, in order to make it possible for everyone to work with them. Technology is meaningless if not understood and ultimately used. And too many times I experienced cool features and really helpful tools that might have really made an impact in a certain process or within a department, if only it was used. And I can’t blame the users for not doing it. When the strength to learn something new is higher than its benefit, it will simply not been done.

    „I don’t understand anything here. It’s just too technical“ – how many times have we heard this? And if they don’t say it, believe me they think it. And it’s not about being lazy here, it’s really about prioritizing. Between all daily activities it is human to choose the ones who bring more benefit with less effort and something difficult to understand and very detailed is not less effort, is a huge effort.

    It is very hard to have in the same mindset the ability to concentrate and deep think about complex schemes and in the same time visualizing the idea of the result in a way that other people see the benefit and the advantages, without all the processes behind.

    Generally speaking, digital experts, similarly with their IT peers, are „their products”, meaning they know all details and are so deeply immersed in it, that they might not remember the final benefit for the end user anymore, or better they know it but at some point it’s for them become „assumed“. This is why it is for them very difficult to explain again and again what are the benefits for their users and more importantly how to get them.

    5 Tipps for a “simple” digital mind-set

    1. Tell and show ONLY what the users NEEDS to see, adapting it according to the target. There is not need to explain the backend of a system or very complex processes through the various tools and channels. Just explain the function and the simple steps to archive it.
    2. Using very simple words. Not everyone knows what is an IP-Adresse or the meaning of RAM or ai. Yes, for the IT people it’s obvious, but in any decision process there will be more than IT involved. Please keep it very child-simple, to the extreme of using word like „memory“ or Database. It might not be 100% accurate but the users understands it.
    3. SEO likes simplicity. Being found in Google is something that every company can’t avoid anymore, and how are the search made? With complex words or very difficult expressions? Even the most expert person in their business will start looking for a simple key-work in their Google search, think about it.
    4. From simple – > complex is always possible, the other way around not. My advice? Start always from the very first and most intuitive benefit and effect of your program/solution and from there start going more and more in details.
    5. Mental associations. The ability here is to compel good product stories, appropriate analogies and memorable metaphors so that the end user immediately knows what the solutions does and wants to know more. The users wants to know and capture at maximum within the least amount of time. In Marketing Material, this translates into a demand for the most useful information in the minimum amount time.