6. Outcome-Driven Transformation

Frequent change is the new normal in today’s market environment—being both an opportunity and a threat to companies and individuals alike. This chapter addresses the challenge of responding to change in a structured way and offers the reader guidance toward achieving successful, outcome-driven transformation. It starts with a review of well-documented economic cycles and the transformation pressures they inevitably exert. Relying on Kondratieff cycle theory, we demonstrate the necessity of a paradigm shift corresponding with the current fifth cycle. The disruption—resulting primarily from the emergence of new technologies—requires a structured model, one which allows for confident navigation through a fast-moving environment. Our dynamic model consists of five transformation levers, working together within an integrated framework covering three dimensions: people, process, and technology. It offers an opportunity to benefit from booming markets as well as provides a protective shield in times of deflation and recession. After a thorough explanation of all levers, we look at the human aspect of the transformation examining capabilities required at CXO and transformation leadership level. This is enriched by a case study describing employee involvement stimulation, achieved through a targeted gamification approach developed by one of the authors and implemented in the multinational corporate environment on five continents.