Publicic Sapient CEO Nigel Vaz reflects on the leadership strategies required for successful digital business transformations
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The hardest part of being a business leader and CEO – especially leading through change – are the choices we make every day to move toward that will drive our future success. Often, this will mean letting go of things that made us successful in the past. We must make room for new skills, relationships, ways of working, and opportunities.
The average CEO has 30 years of business experience and makes decisions based on that accumulated experience. But think how much the world has changed in the space of five years, let alone 30. The same thinking and approach are not going to stand the test of time. The modern CEO needs to find and maintain the ability to turn preconceived ideas on their head. As a leader, I’ve always felt it’s important that I adopt the behaviours I advise for our clients. Leaders must be willing to learn, adapt and act with speed.
The Modern CEO
The modern CEO has a complicated, bordering on paradoxical, relationship with change. We dislike uncertainty and volatility, and yet we have an intense distaste for stasis. We would rather avoid geopolitical instability and macroeconomic challenges. However, changes to customer needs, shifting industry landscapes and rapid technological innovation bring opportunities to transform our companies. We must identify paths to value creation and growth, and build better, more efficient businesses. And, the reality is for today’s CEOs, you don’t get to pick one or the other. You have to be ready to lead your organisation in the context of both simultaneously. Leading through either type of change is not for the faint of heart.
In my role as CEO of Publicis Sapient – a digital business transformation company that partners with organisations globally to help them create and sustain competitive advantage – my relationship with change is amplified. I am responsible for driving growth and ensuring our business capabilities are optimised for the digital age. At the same time I’m leading a business that empowers our clients to embrace change by putting digital at the core of how they think, organise and operate. On the Executive Committee of our parent company, Publicis Groupe, I am also weighing in on how to lead on the digital business transformation of the Groupe. This has been accelerated this past year with the pace of AI.
Change Management
The nexus of these different aspects of my CEO role is not uncommon to many of the CEO clients we work with. Like myself, they are leading their organisations and people through a period of tremendous change. Furthermore, they are tasked with making decisions daily on choices that will impact the direction and outcomes for their company.
One of the most critical choices they will make is determining the purpose of their organisation. When there is so much change and challenge surrounding you, the easy path is to react and say, ‘How do I overcome each of these challenges?’ But first you have to be clear on who you are as an organisation and the impact you want to have. Without that sense of direction, you can very easily fall into the mistake of making disconnected, reactive decisions.
Dominic Fitch, Head of Creative Change at leadership development specialist Impact International, outlines five forward-looking skills for the next generation of leaders.
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There is no denying that the world of business is evolving at an incredibly fast pace. With the constant launch of new tools and innovative tech, workers are required to embrace a wide range of modern equipment on a regular basis.
As employees continue to up their game, it is only natural that the next generation of leaders will need a set of updated skills too.
Dominic Fitch, Head of Creative Change at leadership development specialist Impact International
Here, with some insights from Dominic Fitch, Head of Creative Change at leadership development specialist Impact International, we take a look at some crucial future requirements that business owners and managers will have to nail to guide their team in an efficient, successful fashion.
1. Technological inclination
In the same way that youngsters jump at the latest technology at the first opportunity, it is important for future leaders to emulate that same drive and curiosity.
The world is becoming increasingly digitalised, and the business sector is no exception. This is why company owners and managers should have a basic understanding of today’s technologies, exploring how modern equipment can actively aid their business. From cloud computing to artificial intelligence and UX development, there are many different tools that can increase your organisation’s chance of success.
Of course, nobody expects you to be an expert in computing coding or programming. But getting precious digital and tech skills under your belt can provide you with more than one ace up your sleeve.
2. Empathy and emotional intelligence
Just like an experienced, Michelin-star chef, future leaders have to juggle and balance several different aspects to create a perfect menu. Yes, technology will play an essential role in developing and driving your company forward. But software and robots have not yet mastered emotional intelligence, which means they cannot help on the more human side of things.
A business owner or manager should always strive to harness their relationship with colleagues and team members. Empathising, sympathising, supporting, and understanding the necessities of your employees is crucial, as this can inspire confidence and a sense of belonging in your people. If workers feel appreciated and cared for, there is a good chance they will go the extra mile to spur the growth of your business.
Hence, taking an interest in your team’s well-being and nurturing a shared feeling of unity is a fundamental attribute to possess.
3. Openness to diversity
One of the most prominent advantages of modern technology is that it’s abating boundaries and favouring connections with people worldwide. Hence, as time goes by, it is becoming more and more important to collaborate with colleagues from all over the globe. This means that, on a daily basis, you are working with teams from different cultures and who may even speak another language.
Engaging with people from all walks of life and with diverse backgrounds can open the doors to endless opportunities. Not only will you benefit from a vast range of experience, knowledge, and expertise, but you will also learn precious lessons on how to enter and succeed in global markets. Therefore, as the world becomes increasingly connected, future managers need to embrace diversity and make the most of its invaluable benefits.
4. Clarity and communication
Clarity and effective communication are timeless features of strong leadership. Managers need to build bridges between their team members and outline the company’s missions in a concise, transparent manner. In this respect, leadership development training is an excellent place to start when it comes to learning how to deliver messages and strategies that are straight to the point.
Future leaders have to be able to identify the right channels to carry this out in a smooth, effective way. With the many digital platforms at our disposal, it is important to choose one that can keep people on the same page at all times. What’s more, as innovations and possibilities arise, future managers need to communicate the essence of the question at hand in a digestible fashion.
Simplifying a complex situation or task is a crucial skill, and it is one that can aid both your team’s productivity and your business’ efficiency.
5. Foresight and adaptability
As technology evolves, artificial intelligence progresses, and the business sector continues to mutate, future leaders need to be flexible. Business owners and managers have to be ready to adapt and make sure they are not fazed by what the future holds. They should monitor trends and look at how to welcome change with a positive attitude.
How can you prepare for upcoming possibilities? One effective way is to run through various scenarios and start outlining all possible outcomes. What’s more, engaging with new circumstances and journeying out of your comfort zone can be an important learning curve. In fact, it will teach you how to deal with unfamiliar situations. If an unexpected opportunity comes about, you will have both the skills and confidence to respond to them with confidence.
To keep in step with the times, business leaders of the future will need to polish their set of skills. From emotional intelligence and adaptability to clear communication and openness to diversity, there are many aspects that will strengthen your leadership. By showing an interest for new software and technological developments, you can make sure your company is expanding its reach and exploring new, successful paths.
Diane Lightfoot, CEO of Business Disability Forum, on changing the narrative around diversity and inclusion in the workplace
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Disability is still often parked in the “too difficult” box when it comes to Diversity, Equity and Inclusion. Employers are often afraid of doing or saying the wrong thing and as a result, do or say nothing.
As a CEO, the stakes feel (and often are) higher. That high profile platform can feel daunting at the best of times; when tackling an unfamiliar topic, it can feel positively overwhelming.
Talking about Disability
What we do and say as senior leaders has a huge impact. Indeed, it is critical in driving change. In 2020, we published our global research report, ‘Towards a Disability-Smart world: Global disability inclusion strategy’ . Conducted with our Partner, Shell, the research found that 91 per cent of respondents across multi-national businesses agreed that identifying a senior global disability champion is essential. Talking about disability and diversity – normalising the conversation so it becomes business as usual, has a massive role to play in creating a culture of “psychological safety” in organisations; one in which employees feel safe to share a difference and to ask for the support they need.
As senior leaders, it is easy to forget our privilege and that the environment we inhabit, and how we think the culture feels, may look very different to others. I often quote a research study by our partner Accenture which showed a marked gap (of around 20% across the board) between senior executives’ perception of how “safe” their employees would feel to raise a sensitive topic (including talking about a disability) and how safe they actually felt.
Changing the narrative
So, what can CEOs do to change the narrative? At Business Disability Forum (BDF), we see time and time again that CEOs or senior leaders who have a personal knowledge of and interest in disability issues – perhaps because of their own experience or that of a close family member – are champions in driving change. Senior leaders are less likely to publicly identify as being disabled – the Valuable 500 campaign often quotes the stat that 1 in 7 C suite leaders have a disability, but 4 out of 5 are hiding it. Yet if you as a senior leader are willing to talk about a disability or long-term condition it is hugely powerful in enabling others to do the same.
Storytelling and sharing personal stories can have a huge impact – for good or for bad! The good: A high profile CEO we work with talks openly about his disabled adult children and the moral imperative that he believes that large businesses have in breaking down barriers and opening up opportunities to people who face greater barriers to employment. The bad: I vividly recall being in a meeting with an organisation (not a BDF member!) to plan a possible disability awareness campaign. At the end of the meeting, the CEO then told an anecdote about having had an operation in the past year and being back at work the next day – unlike one of their counterparts who had taken two weeks off to recover. What message does that send? I’ll warrant that those who overheard that story were less likely, not more, to talk about a disability as a result.
Being a disability ally
But you don’t need to have your own lived experience to be an ally. For many businesses, the pandemic brought many senior leaders “up close and personal” with their disabled employees for the first time. In a survey we carried out to find how out how BDF Members and Partners were responding to Covid19, we found that in 83 per cent of organisations the general response to Covid-19 – including arranging internal communications, home working, and ensuring staff have the adjustments they need – was being led by the Chief Operating Officer or Chief Executive.
Whilst the figure for responsibility for ensuring staff with disabilities and long-term conditions specifically can move to home working was much lower – 31 per cent said this was the direct responsibility of the COO or CEO as compared to 69 per cent for HR – this is still encouraging in giving senior leaders much greater insight into the issues facing their disabled employees. Too often we “don’t know what we don’t know” – but once we do, we can call it out.
I was very heartened by a discussion with one of our members who was planning an office relocation in which the senior champion leading the project told me that he had vetoed one possible option because it had cobbled paving directly outside – inaccessible to wheelchair users and difficult for anyone with a mobility or visual impairment.
Role Modelling
Leadership is also critical in modelling adjustments and different ways of working. As a CEO, you probably have the freedom to quietly get on with making the adjustments you need, whether that is working from home one day a week (and it’s worth remembering that pre-COVID-19 home working was the most frequently requested workplace adjustment), different/flexible working times or buying some ergonomic equipment. You don’t need to go through a process or to ask HR – but if you share a different way of working with the wider team again it can be hugely powerful in making it ok for others to ask for the support they need. And again, people are often afraid to ask for even simple adjustments that could transform the quality of their working life.
Our Great Big Workplace Adjustments Survey 2019 found that 28 per cent of those with adjustments and 34 per cent of those without adjustments (but who would have benefited from them) said they did not make requests because they were worried their employer might treat them differently. Again, actions speak louder than words. If the boss doesn’t take a lunch break, the rest of their team is unlikely to.
I hope that one positive legacy of COVID-19 will be a kinder and more human style of leadership. During the pandemic, we were forced to be more human in the way we worked; viewed in our home setting without the “trappings of office” or our workplace “armour” in terms of a formal dress code. The intimacy of letting people into our homes (albeit via our video camera) was a powerful thing. The blurring of lines between work and home has its downsides but has positives too as we started to see the “whole people” in our teams; ironically, since the pandemic began, many of us have got to know our colleagues better than we did before.
Culture Change
Of course, culture needs to be backed up by practical action. Make sure you equip people managers throughout your business with the tools and knowledge they need to have a conversation about disability, to identify any barriers people may be facing and to know where and how to get practical support. Our free Disability Essentials resources is a good place to start.
As Peter Drucker famously said: “Culture eats strategy for breakfast.” Like it or not, what you do as a CEO not only matters but has a disproportionate impact. Why not use that for the good?
