5 lessons in change from Wunderman-Bienalto’s Hurol Inan

Wunderman-Bienalto's CEO says legacies are the vulnerabilities in organisations today ripe for digital disruption

Hurol Inan
Hurol Inan

Legacies are the weak point of organisations today because they’re ripe for disruption internally and externally, Wunderman Bienalto CEO, Hurol Inan, claims.

Speaking at today’s Marketo Executive breakfast event in Sydney, Inan said organisations looking to cope with the amount of change being experienced in the shift to industry 4.0, and blurring of the line between the digital and physical worlds, must embrace holistic, disruptive change.

“Many businesses operate on legacies, and that’s true especially of large and established businesses,” he told attendees. “Legacies are often the vulnerabilities of these organisations. Understanding what they are and providing better value for your customers is a critical part of how you create better value.”

For example, in the insurance sector, the traditional business model penalises existing customers, Inan said. Every time a consumer gets their next annual insurance premium, the price has often gone up, an issue that needs to be tackled if these organisations want to become more customer-centric.

Inan offered up five key pieces of advice on how marketers could better embrace change in the face of industry 4.0. The first was to “open up”.

“We’re dealing with significant complexity and uncertainty, and the opportunity we unlock is messy,” he said.

“Move away from controls and closed organisations to more collaborative organisations. Two extremes of management style are control and delegation. Delegation is as bad as control. The complexity is so large, and the opportunity so messy, that we cannot simply delegate transformation to a single, small and not so senior business unit.

“Today’s managers should evolve into facilitators, and tackle transformation with the best and brightest minds at all levels.”

Along this line, Inan encouraged leaders to foster diversity. “If we hang around people like ourselves, we won’t change,” he commented. “But it’s hard to challenge the status quo.

“Acquire diversity – and I don’t mean ethnic diversity, but in terms of skills, age, gender, and any diversity you can take. If you can respect, nurture and leverage it through cooperation, you can create some amazing solutions.”

Agility, while not new, was Inan’s third pillar of change, and the way forward if organisations want to deliver best quality products that continuously evolve.

“When a client tries to give us a brief, we tell them we take briefs, we want to write it together. When they ask us to pitch concepts, we say we don’t pitch anymore, we want to cooperate and collaborate with you,” he said. “Agility is about quality products, about doing it fast, and engaging everyone.”

Fourth on Inan’s list was embracing test and learn, and avoiding assumption. “Test and learn is the new norm for transformed organisations,” he said. “And you have to be bold. You don’t just play around the edges, change buttons on the website, you want to find things that are big enough to make a significant impact on your business outcomes.”

As a final piece of advice, Inan said organisations should work to short-term planning horizons, because uncertainty means organisations have limited visibility. “Gone are the days for planning 3-5 years, the more realistic planning horizons are 6-18 months,” he said.

“But don’t be a short-term populist in terms of what we product. The principles of delivering value and caring for our people – whether they are employees, consumers or citizens – are all about steering in the right direction. We can approach this in an organic and adaptive way.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

In 2019 Augmented Reality plays a vital role in marketing campaign its new way to engaged user with digital content. Try Augmented Realit...

hill william

Predictions: 9 digital marketing trends for 2019

Read more

Latest Podcast

More podcasts

Sign in