Everyone claims to be embracing AI and digitally transforming their processes, but much of it feels more like a surface-level makeover than a true evolution. At this year’s National Retail Federation (NRF) conference, I recently attended a keynote from a fast-food chain about their vision for the “store of the future.” While I have no issues with this particular chain—it’s just one example of a broader trend—what was presented felt far from futuristic. The focus was on basic process improvements and a heavier reliance on app-based transactions. But is a store that simply works as expected and accepts app orders innovative? That feels more like 2013 than 2025.
This disconnect is all too familiar. When I led the first large-scale implementation of a digital app, we achieved over 60 percent digital net revenue within six months. At first glance, a massive success. However, the underlying practices, processes and routines hadn’t fundamentally changed. The same inefficiencies persisted, with sales reps placing orders on behalf of customers, inflating digital adoption metrics. It was a transformation in appearance only.
True digital transformation requires more than just moving a bad experience to the cloud. It demands disruption at the core business model, putting the customer at the center of everything
True digital transformation requires more than just moving a bad experience to the cloud. It demands disruption at the core business model, putting the customer at the center of everything. The goal should be to deliver massive amounts of customer-centric value, not just chase trends. After watching a documentary on Netflix a couple of weeks ago, it sounded all too familiar… and then it hit: achieving this level of transformation is a lot like a cult:
1. You Need a Charismatic Leader
Every successful transformation starts with a leader having the vision, credibility, and authority to challenge the status quo. Without such a leader, even the best ideas will falter. On any transformation, skeptics and naysayers will emerge, citing past failures. I had one commercial leader telling me to my face that my “little project” would never fly in Latin America and that it was something more suited for Switzerland or Canada. He may have been right without the right person pushing the buttons; however, when a trusted leader takes ownership and delivers the message, it can inspire confidence and drive change.
2. A Certain Level of Authoritarianism is Necessary
Change is uncomfortable, and opinions will vary. While collaboration and dissent are valuable, true accountability often requires strong, decisive action. Teams need to align with the leader’s vision, even when it’s difficult. Thousands of reasons not to change will surface, and some may even sound reasonable. But transformation requires commitment—and sometimes, tough decisions that may not sound democratic.
3. Cut People’s Ties to the Past
Like cults that encourage members to abandon their previous lives, digital transformation demands a willingness to unlearn old habits. The phrase “We’ve always done it this way” is transformation’s greatest enemy. Sacred cows need to be slaughtered to make room for innovation.
4. Data to Challenge Beliefs
Transformation isn’t just about technology—it’s about changing mindsets. When faced with data that contradicts their beliefs, people start to shift. Consider the rise of tech companies like FAANG (Facebook, Apple, Amazon, Netflix, Google), which redefined value creation and made working in tech the pinnacle of professional aspiration. People didn’t start following nerds because of their haircuts or cool t-shirts… stock prices generated a flock of followers. Harnessing data to expose inefficiencies and highlight opportunities is critical, and when people start seeing miracles materializing, they believe.
5. Relentless Routines
Cults use rituals to maintain alignment, and digital transformation is no different. Success requires military-like discipline in processes. Monthly checkpoints, daily KPI reviews and regular celebrations of wins help ensure progress. Customer obsession must be embedded in every routine, fostering accountability and consistency.
Avoiding the Pitfalls of Transformation
Even the best strategies can fail. You might execute flawlessly, spending millions to build a transformational ecosystem, only to see disappointing results. Investors and stakeholders aren’t easily fooled. If your transformation doesn’t deliver measurable incremental value, it’s likely that the strategy wasn’t as radical as needed.
Holding onto an entrepreneurial spirit is critical. Maintaining a startup mindset—focusing on quality, consistency and obstinate innovation— differentiates successful transformations from empty hype.
The Cult of Digital Transformation
While building high-impact, lasting digital transformation does resemble starting a cult—there’s one key difference: this cult has the potential to create a better, happier world. By generating customer value, driving revenue growth and improving operational efficiency, true transformation can deliver results beyond financials. It can redefine industries and improve lives.
The question isn’t whether your organization will attempt digital transformation, but whether it will succeed in making it truly transformative. If done right, the journey will be challenging but immensely rewarding—for your business, customers and the world.
