Originally at https://searchenginewatch.com/2016/06/29/googles-joris-merks-on-the-importance-of-leadership-for-digital-transformation/

Joris Merks is Head of Digital Transformation, Northern Europe at Google, and works with companies to embed digital-first thinking into their strategies.

He’ll be participating in a Google Squared webinar tomorrow (June 30), looking at how to drive a culture of innovation in your company.

Can you tell us a little about your role at Google?

I am EMEA Head of Curriculum design in the Google Digital Academy team. That means I work with a team and vendors to build workshops and education initiatives that help Google’s advertisers understand what the impact of digital is on their business and help the feel equipped for digital transformation.

What does digital transformation mean to you?

I look at digital transformation as a chain reaction of experiments that continuously helps companies to understand how to make the best use of new technology.

In this way they stay in tune with their customers, who are also using digital technology, keeping their businesses ready for the future.

What should the first steps be in a process of digital transformation?

It starts with a clear vision from company leaders of where technology is going and how that could affect the business.

Then these leaders need to give strong signals to people in the company about which challenges need to be fixed and a culture that rewards experimentation and entrepreneurship needs to be created.

Without this culture, people aren’t very likely to invest in new experiments. This is because any experiment with new technology is always more work and more risk compared to just doing what you always did. People won’t be wiling to pick up more work and risk if there is nothing in it for them or if they might even risk losing their job or bonus when an experiment fails.

Should companies centralise digital functions, or should these be distributed across various teams/departments? What are the pros and cons?

I think it depends on the stage of…

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