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Want to master digital transformation? Stop thinking about your own problems

Azadeh Williams (CMO) | Sept. 18, 2015
Former Lonely Planet executive calls on organisations to put the spotlight on the customer, not their own internal systems.

Another factor preventing innovation was that Lonely Planet was owned by the internal systems and infrastructure it created in the name of producing books.

"Our first apps looked like books in mobile form," he said. "Why? Because we had a book-making machine, so anything we put into it would come out looking like a book."

In an age of almost constant disruption, you need resources and you need money, but most importantly, you need to be resourceful, Balbontin said. He advised encouraging teams by setting up an operational strategy that allows the business to be constantly agile and adaptable to shifts in the marketing landscape.

"With disruption, we tend to point the finger a lot, but it's important to remember failure is not opposite of success," he continued. "Failure is the path to success. You need to be courageous to pitch your ideas and be open to judgment or even ridicule. Because that is how innovation works, it is a game of volume and it is a game of resilience."

Source: CMO Australia

 

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