We all know that we need a reason to change. Either we run towards a desirable goal or we flee from a dangerous threat. In the past most organizations only changed when the pain was strong enough – when something in their business environment changed such that they needed to transform themselves to survive. At the moment, we hear that organizations need to conduct a digital transformation because otherwise they will fail like Kodak. However, digital transformation is not a one time transformation. Instead, organizations need to prepare for an ever-faster changing business environment.

Within one our interviews, I learned that organizations (more than ever) need a desirable goal because otherwise they will painfully run away all the time – and we all know that continuous pain is not a good condition to take long-term decisions.

What is your desirable goal?