When people talk about digital transformation, they often jump straight to tech. But what if we told you that’s not where the real challenge lies? Spoiler alert: it’s not about the tools, it’s about your mindset, your people, and your users. Over the years, we’ve helped dozens of organizations rethink their strategy. And time after time, we saw the same patterns return.
In this blog, we’re sharing 5 lessons that stuck with us, insights from visionary leaders who know what it takes to truly transform.
1. Digital transformation starts with leadership
Many companies believe digital transformation is all about implementing new tech. But according to Jo Caudron, author of Digital Transformation, the real challenge isn’t technical, it’s human. Technology is the easy part. The real work lies in changing behaviors, structures, and ways of thinking.
That’s why digital leadership is essential. A strong digital leader doesn’t need to understand every technical detail. Instead, they need vision. They map out a future-proof strategy, challenge outdated business models, and guide teams through change. Many organizations are now appointing Chief Digital Officers (CDOs) to take on this exact role.
2. You need company-wide alignment to move forward
Digital transformation won't work if only a handful of enthusiastic early adopters are on board. It has to be a team effort. A study cited by Tom De Ruyck (InSites) shows that only 13% of employees in an average company are passionate enough to drive meaningful change. That’s a red flag.
So how do you create alignment? Start with transparency. Make sure every employee understands the company strategy and the customer needs. Then give them the freedom to make decisions. Empowered teams that feel ownership over their work are more motivated, more engaged, and more resilient.
And remember, your company's digital strategy should be top of mind for everyone every day. Tom used Newton's First Law of Motion as a metaphor: A body in motion wants to stay in motion. A body at rest wants to remain at rest. So persist. Keep on going. And most of all, keep the company in motion!
3. Old structures slow you down
Hierarchical structures and endless approvals don’t cut it in today’s digital landscape. If you want to stay relevant, you need agile decision-making, and that means flattening your organization.
Take Bolero as an example. When they wanted to be first with an Apple Watch app, then-CEO Bart Vanhaeren didn’t wait for formal approval. They just built it, fast. (Fun fact: we helped make that happen.)
Jo Caudron recommends experimenting with small, autonomous teams, internal spin-offs, or innovation kits like Adobe's Kickbox. But it’s not just about the budget. It’s about giving people permission to innovate, even if it means disrupting your own business model. Remember Nokia and Kodak? Disruption waits for no one.
Don’t obsess over KPIs. Be willing to take risks, even if that means failing sometimes. It’s better to shrink and adapt than to stand still and disappear.
4. Get comfortable being uncomfortable
Digital transformation often means stepping outside your core market. That’s not a bad thing, it’s a growth opportunity.
Look at Visa. They partnered with car manufacturers to let drivers make payments from their vehicles. Or General Electric, who started offering predictive maintenance software, an entirely new business unit based on data from their machines.
According to Wim Decraene, the key is to explore new markets while leveraging your existing network. It’s about thinking beyond today and creating long-term value in unexpected places.
5. Everything starts with your users
If you want to know what the future holds for your company, ask your users. Innovation only works if it meets a real need.
That’s why user experience should be at the heart of every digital initiative. And no, that doesn’t mean just building an app. It means understanding the full customer journey, digital and physical.
At icapps, our Strategy & Design team works closely with users from day one. We conduct interviews, host workshops, and co-create journeys to make sure we’re solving the right problems. We live by Google’s Pretotyping-principle: Build the right "it" before you build it right.
Ready to make your digital strategy real?
Digital transformation isn’t a tech project. It’s a long-term shift in how your company thinks, acts, and delivers value. It’s not about tools, it’s about people, leadership, and empathy.
Want to explore how to kickstart your own digital journey? We’d love to hear from you.
