The real question is why are we now so obsessed with transformation, especially digital transformation, and why are we constantly encouraged in all innovation forums to seek disruption? It is unrelenting and unrealistic.

Companies (well, the people who work in them) try their best to adapt to change, but sometimes it seems that if you don’t follow trends in the sector or new technology trends, the same thing happens as in the fashion world: you become obsolete.

Digitalización, Transformación, Mano, Hombre, Toque

The main purpose behind the writing of this article is to find a useful and practical approach in this world full of conflicting opinions.

In my humble opinion, what is happening now is a revision of concepts in almost all aspects of business with the aid of more sophisticated methodologies and technological tools.

There is a line of thought that extreme situations lead to great transformations in people, and this is probably right, but my hypothesis is based on the principle that this is true if those people are internally predisposed to transformation. The same is true of companies, but not only in recent times; rather it has always been the case.

It is common sense, infused with honesty and reality, that should guide private and public organizations to achieve their goals and sustainability to ensure their continuity.

That said, I would like to share some not particularly original, but nevertheless important and necessary business tips, by way of a review so that professionals, in the complex situation in which we find ourselves, can consider potential professional projects that entail a certain degree of innovation or, why not, disruption:

  • Back to the basics. Revising the classic management parameters.
    • Pursuit of efficiency in areas of production.
    • Decision-making with secure information, based on data and with the right tools.
    • Review of essential processes.
    • Automation to reduce risks and costs.
    • Fostering omnichannel capabilities.
    • Retention and management of hybrid talent.
  • Combine purpose and profit, through innovation.
  • Create networks of ecosystems that join forces for a common purpose, responding to new changes in business paradigms.
  • Create industrial technology platforms, with a symbiosis between large companies and SMEs, to enable the scaling of new business models.
  • Orient consumption, investment and savings towards responsible goods and services.
  • Clients become the main agent of change and expect greater commitment from partners in their business.
  • Clients will demand proposals that bring together professional services that solve business needs at all times. This will call for:


  • The transformational role of professionals in service companies will be more important than that of technology.
  • Social legitimacy and awareness, providing answers to society’s problems, beyond the company’s core activities. These are “Socially Responsible Projects” (SRPs), which generate value and a positive social impact in:
    • Science.
    • Culture.
    • Technology.
    • Life sciences and health.
    • Social sciences.
    • Good corporate governance.
  • Projects that reflect values such as ethics, responsibility and exemplary standards.
  • Circular economy proposals that include goods and services with sustainable development and real environmental impact objectives.

I would like to end by highlighting the importance of protecting and managing those innovations and intangible assets that help countries to achieve greater prosperity and progress for their society and, consequently, for their citizens.

I wish you the best of luck on this exciting journey.

Author: Pilar Soriano

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