Melissa Perri’s guest on this week’s Product Thinking Podcast is Amy Radin. Amy is a growth advisor and problem solver for FinTech and MarTech businesses. She has spent over two decades in the marketing, digital, and innovation sector and is currently a member of the Fast Company executive board. Amy joins Melissa to discuss implementing digital transformation in our organizations through relationships. Here are some key points you’ll hear Melissa and Amy talk about in this episode: Amy’s professional background and how she got into digital transformation. [1:29] You can’t solve new problems with old tools. Helping your organization feel comfortable and embrace a new way of doing processes is key. [6:16] It is important to build relationships with the influencers and decision-makers within an organization when you are seeking to implement digital transformation. Get a clear understanding of what success means to them. Once they believe that your first priority is to make them successful, you will win their trust and support. [9:01] When building organizational teams, there is no one-size-fits-all. You have to build on what exists within the organization at the moment as well as acknowledge that there are elements of culture that affect the organizational structure. [14:53] If employees are unable to adapt to new realities of change in their organizations, leaders have to ask themselves if they’ve given them enough opportunity to build new skills. [17:57] “You need to build a very diverse team when you're building change...it’s internal and external people who are bringing different life experiences, different backgrounds. You need diversity to solve hard problems,” Amy stresses. [19:49] We must focus on developing real empathy and deep understanding of our customers’ needs and bring this insight to the organization in a way they will find compelling. [24:32] How Amy gets her teams to take initiative. [24:45] Even on the worst days we have to maintain a sense of optimism and believe that we will get there. [30:22] “You have to look for the actions and behaviors that the organization and the leadership have done either at the organization, or in their prior roles that indicate they understand that you have a common expectation of what transformation and change means and what it takes,” Amy remarks. [35:34] The behavioral evidence Amy looks for that tells her that the company is ready for transformation. [38:14] Resources Amy Radin | LinkedIn | Twitter

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