Ather Williams III is the Senior Executive Vice President and Head of Strategy, Digital Platforms, and Innovation at Wells Fargo, a post he has held since October of 2020. In that role, he leads corporate strategic planning, defines and manages digital platforms and capabilities, and oversees innovation priorities, opportunities and company-wide efforts to drive transformation.
Williams strategy role cuts across the five business lines at Wells Fargo, three of which are focused on consumer and two of which are focused on enterprise customers. “We work across those businesses, across all of our range of capabilities, covering our 69 million customers, and all of our functions to put together a coherent strategy to serve those clients in an innovative way,” noted Williams.
One of the key strategic pillars that that Williams and his team has defined and is helping to drive focuses on technology and innovation and having a digital-first, mobile-first, though not mobile only, mindset. “Digital platforms are a natural place to sit with me because it is a transformation of how we bring together a consistent consumer experience that starts with mobile across our deposits and payments business, our consumer lending business and our wealth management business,” said Williams. “[This intersection] will easily migrate across our other channels, be it an ATM, a branch or a financial advisor’s office.”
Williams considers the innovation part of his mandate to be the “fuel for the future.” The inspiration for that innovation often comes from interactions with customers and the needs they articulate, and the innovation is then driven by the team he has at his disposal within Wells Fargo together with a partner ecosystem he has curated. By way of example, Williams noted customers’ desire to rethink how they move their money around the world or new ways of investing their money. He also noted working with customers on how best to decarbonize. Wells Fargo makes its innovation channel accessible to customers and the broader ecosystem can help bring those ideas to life.
Williams noted that the pandemic has been a remarkable accelerant for mobile adoption. “All the metrics I look at weekly on our digital platforms, how we are performing and interacting with our clients, they are all up double digits year-over-year, and it is continual growth,” he said. “On the consumer side of the house, mobile is our number one channel. Between mobile and online, we have about just shy of two billion interactions with our clients every quarter.”
Williams is quick to add that these growth figures are not the death knell to Wells Fargo’s branches, however. He offers coin and currency transactions and mortgage initiation as two of a variety of examples of interactions that customers are often more comfortable doing in the branches. Williams describes the strategic approach the company is taking as mobile first but not mobile only. “Making that transition from being what a lot of banks traditionally have been which is a physical interaction first, technology supporting it, to being a technology led, physical supporting it,” Williams highlighted. “That flip is what we are driving from a strategy perspective.”
The company has also flipped the traditional script on how innovation happens. It used to be that companies like Wells Fargo built products and technology internally without outside partners to speak of. Counterexamples include payment networks for credit cards, or for clearing payments internationally, but these were exceptions rather than the rule. “Increasingly, banks are becoming ecosystem orchestrators where we build some stuff, but we enable you to experience it through APIs,” offered Williams by way of example. “That change, going from a very inwardly focused culture to an outwardly-focused culture, meaning engaged in the broader ecosystem for our clients, has been a big change.” Williams underscored that this trend happens both on the consumer and on the wholesale side of the business. Now enterprises bank through their ERP system in their treasury workstation. Wells Fargo has developed a means of plugging into that.
When asked how he measures innovation, Williams volunteered velocity of ideas through the company’s pipeline. “We run a funnel process and I measure ideas in and ideas we push into production, but it is also how quickly we can churn them through,” he noted. “Anything in the cryptocurrency area for example, is changing so rapidly that, I just need to make sure that we are getting enough reps or enough at-bats on things to see what might stick.” He also indicated that he is mindful of patents filed by the company. He also mentions that it is no longer useful to simply benchmark Wells Fargo against other banks, as had been the primary measuring stick used. “We look at some companies that are traditionally very innovative, mostly in the tech space but not necessarily banks,” said Williams. “I do look at how quickly they are launching new products, and how they are driving the industry.”
Each of the line of lines of business has a strategy and innovation lead. Their main job is to help each business think about how they are going to meet those changing customer needs and how the company will respond to competitive forces. Additionally, these leaders investigate problems Wells Fargo is trying to solve and then tap back into that innovation stream of what is happening in the market. There is also a team that is focused on innovation strategy. That team is “focused on thinking about what is five or ten years out that we need to keep our eyes on,” Williams said, “It can be a technology thing, or it could be an industry trend thing that we can see is going to impact us.”
The leaders of each of these teams come together with some frequency to share insights and to identify points of collaboration. The innovation team drives research and development, as well as the pilot and deliver, test and learn continuum to scaled ideas. “We get an idea such as cross border money movement over the distributed ledger,” said Williams. “Here is the client, here is the business case, here is the client scenario, how do we make that happen? You pull it into the lab, you can stand up a prototype and get it to run. Then once you get to a certain place, you can commercialize it and you flip it back into the business.”
This well thought out innovation engine is already bearing fruit, and Williams is confident that the best is yet to come.
Peter High is President of Metis Strategy, a business and IT advisory firm. He has written two bestselling books, and his third, Getting to Nimble, was recently released. He also moderates the Technovation podcast series and speaks at conferences around the world. Follow him on Twitter @PeterAHigh.
Blue Shield of California is an 83-year-old nonprofit health system that earns roughly $20 billion in annual revenue, but it caps its net income at 2% of revenue. As a result, the company has returned more than $650 million to customers and communities through its history. With 4.5 million customers across the state of California, the company has a mission to create a healthcare system that is worthy of employees’ family and friends while being sustainably affordable. The pandemic has transformed the way in which the company interacts with customers. There has been a digital relationship with customers that has deepened since March of 2020. Blue Shield of California has focused on being holistic and personalized while being high-tech and high-touch.
The leader who has catalyzed much of this change is the company’s chief information officer Lisa Davis. In her role, she runs information technology as well as the company’s data and analytics organization, while setting Blue Shield of California’s technology strategy.
Davis draws upon an unusually deep reserve of experience as a technology leader, having spent 26 years at the United States Department of Defense, rising to the post of CIO at multiple divisions of DOD. She was also a CIO at Georgetown University for nearly three and a half years. After that, she joined Intel, first as a technology leader, and then ran a $9 billion business for the company. All of this was prior to joining Blue Shield of California in February of 2020.
Davis has seen the past 16 months of the pandemic as a remarkable driver of innovation and change. By way of example, she referenced telehealth, which has been an area of focus for Davis, and an area of tremendous growth for the company during the pandemic. “Prior to the pandemic, there was a lot of consternation and a belief that telehealth wasn’t wanted by consumers and wouldn’t be leveraged or used by our members,” said Davis. “In fact, the pandemic showed just the opposite. Telehealth has soared almost 500%. We are seeing better health outcomes, and [in many cases] our members prefer telehealth appointments to having to go into the office.”
Davis also notes that an area that the healthcare system in the United States has lacked historically has been a holistic approach to personal health. The pandemic has underscored the need for the healthcare ecosystem to work more closely together to serve patients. Davis referenced Blue Shield of California’s Health Reimagined program as an example. “Imagine an experience where providers, members and payers have access to the same data; that we’re making decisions that are best for the member or the patient because they have all of the providers sharing information from a single electronic health record,” said Davis. “[We aim to make] decisions based on [information that is] holistic and personalized to that member.”
Davis believes that the best way to serve providers, members and payers is to re-orient the IT function to be more tied to the rest of the organization. She and her team have spent the last year developing a new operating model for the information technology function centered around portfolios and products. “We spent the last year changing our operating model to align against and support the key lines of business and key horizontal functions within the company,” noted Davis. “We have created seven different portfolios: three to support lines of business, four to create horizontal functions such as Medi-Cal, commercial business, senior markets, customer care, and marketing. Corporate services [is] a horizontal function and a large complex horizontal function [is] our Health and Growth Solutions organization, which has a big need around data and analytics capability.”
The portfolio teams have a variety of roles associated with each burgeoning partnership across the organization, including a portfolio leader, a solution delivery lead, solution architects, business architects, security personnel and data and analytics team members. Davis believes that this mix and the stronger partnership increases IT’s business acumen. “[This model creates a] basis of trust and a foundation with our business partners to improve collaboration, understand the opportunities that [they are] trying to solve, the capabilities that we’re trying to bring to market, so that those teams are connected hip-to-hip, working together to ultimately accelerate capabilities and services that we want to bring to market for our members,” said Davis. “That has laid a foundation [toward] being a cloud and data company that is required to support this new digital experience and vision of Health Reimagined that we want for our members.”
Davis joined Blue Shield of California only a couple of weeks before the company went into quarantine. As such, she became a test case for onboarding virtually, and she drew several lessons about how best to lead a team without the benefit of getting to know them in person. She has added more than 150 people to the IT team since the beginning of the pandemic, infusing the team with new talent at a time of great transformation, giving her ample opportunity to test those lessons. The first lesson in leading during these most unusual circumstances is to lead authentically. Davis indicated that it is necessary to “listen more, to understand where our employees are [personally and professionally], to understand the capacity for change that they can handle, to be connected to what all of our employees are dealing with.”
Second, she recognized the sanctity of communications. “I’m a firm believer that you can never communicate enough,” said Davis. “That engagement and trying to stay connected, keep the video on [on video conference calls], trying to find that connection with the employees has been extremely important in navigating this change.”
Third, she models perseverance with the team. These are uncertain times, and it is difficult to predict what opportunities or threats might be around the corner but being steadfast in moving the organization in the right direction remains paramount.
Davis draws strength that helps her persevere through her diverse set of experiences, and she understands that there is more that is common across those experiences than is different. “One of the beautiful things about being a technology leader is no matter what sector that you’re in, our challenges are all pretty much the same,” she noted. “We all address those technology opportunities at a different place, at a different maturity level. Our stakeholders are clearly different, but the technology opportunities and how we leverage technology to support mission or business outcomes doesn’t change.”
Barbara Lavernos has had a storied 30-year career at L’Oreal. She has had multiple promotions in recent months going from Chief Technology and Operations Officer of the company to President of Research, Innovation, and Technology in February 2021 to Deputy Chief Executive Officer in charge of Research, Innovation and Technology in May 2021. She indicated that her background and passion for tech-enabled innovation aligns with the company’s focus on science and innovation, which she noted: “have been at the foundation of our pioneering spirit and the success with our consumers as the L’Oréal DNA.”
Lavernos’ has driven a remarkable digital transformation at the company at the intersection of science and technology to create a powerful platform to develop advanced, personalized, innovative beauty products, services, and devices. “The science; agronomy and biotechnology allow us to renew completely our portfolio of raw materials,” noted Lavernos. “Green sciences are at the heart of the exploration of our innovation when it comes to product. Then with the exponential advance of tech, we think we are unlocking new breakthrough algorithm-based services and products. That is the idea of combining research and innovation—our roots, our DNA—with this revolution of technology. We look forward to developing innovation that pushes the boundaries of science and reinvents beauty rituals thanks to technology.”
Lavernos is passionate about what she refers to as BeautyTech. She defined the term as, “exponentially augmenting L’Oréal’s science that we have rooted [in] cutting-edge technology at scale.” She added that the company has the advantage of 112 years of knowledge and data about beauty rituals related to skin and hair. One of the biggest changes in recent years has been the focus on personalization. “In the past, most of the companies provided global products that [were believed to] suit everyone,” Lavernos said. “Today, we [have the capacity to know consumers] in real-time, to know their expectations, to know their environment, to know their skin because with virtual reality, with virtual try-on, we can have this dialogue with our consumers.”
By way of example, Lavernos highlighted an offering that was introduced at CES 2021 with the company’s Yves Saint Laurent brand. It is called Rouge Sur Measure, and it is a smart at-home method for consumers to create their own personalized lipstick, choosing from thousands of shades with one single touch. It is done through an app that can be installed on a smartphone or on a tablet. The app leverages artificial intelligence to allow the consumer to explore and try the color or the looks they want. Also, a consumer can take a picture of a pair of shoes or a handbag and match a lipstick color to them.
A second example that Lavernos offered is Lancôme Custom Made Foundation, which offers Le Teint Particulier, meaning a unique tint. It is a patented technology that creates a foundation that matches the skin tone of each individual. “The experience starts with taking a scan of the consumer’s skin, and it is done at the point-of-sale with three different places to have the perfect skin tone,” Lavernos explained. “Then this data is interpreted by the highly sophisticated algorithm, which predicts the ideal color using those three measurements taken from your skin. The algorithm goes on to determine the correct amount of each ingredient required. Then you have the mix of those ingredients. 20 minutes after, you have the perfect foundation you are dreaming of!”
Lavernos also highlighted that consumers today are much more interested that in the past about the ingredients in the products they use but also where they come from and how they are sourced and manufactured. L’Oreal now provides QR codes that provide product origin, production, manufacturing conditions, sourcing, supplier details, and the like.
Customers are also more interested in the environmental impact of the products they use. L’Oreal has established a partnership with Gjosa, a Swiss innovation and environmental company that integrates technology into everyday products to make them more environmentally friendly. The partnership has developed a multi-channel showerhead that integrates Gjosa patented In-Flow technology, that will make it possible for beauty salons to use 80% less water when washing customers’ hair. Lavernos indicated that a version for consumers to use at home is in the offing, as well.
The pandemic has pushed some consumers who had little or no experience with virtual try-ons for make-up, for example, to use the latest technology to do so. Many have enjoyed the experience so much that Lavernos believes many will continue to interact with the company virtually for try-ons even when the health crisis subsides. In 2020, more than 25% of L’Oreal’s revenue was derived via digitally via e-commerce. That represented an increase of 70% over the prior year. “Here again, there will be no way back,” said Lavernos. “Not to say that people will not come back to physical shops, but they will go to physical shops for other experiences [than in the past]. Here again, technology will play a key role for entertainment, for precision advice, for our professionals taking care of them [personally].” She believes that e-commerce sales will eventually behalf of the company’s overall sales.
Lavernos believes that her ascent to the Deputy Chief Executive Officer role at L’Oreal was aided by her background in technology. “Technology is business today,” she underscored. “My appointment in this position is really only the translation of this belief…. [technology] became fully, completely strategic, let’s say, eight years ago when we transformed into Industry 4.0, when we entered this digital shift and more and more IT came into everything. When you speak about advertising…it is tech-based today. When it comes to innovation…it is about technology. When it comes to supply chain e-commerce, it is about technology. Finance? If you are not real-time, at scale, capable [of leveraging] AI, how can you properly manage your Finance [function]?”
Therefore, Lavernos believes that her journey will be replicated many times over, as technology and digital leaders increasingly are seen as ideal candidates for the top ranks within companies. She provides a remarkable case-in-point for others to ponder and emulate.
It may seem strange to think of a technology or digital leader being responsible for aligning strategy across the enterprise. Since the inception of the CIO role, strategies were often created and then brought to them. They were not engaged in the strategic planning processes of the rest of the organization. Instead, they had to bring to life the outcomes of those strategies.
If you think about it, though, aside from the chief executive officer, only the chief financial officer and chief human resources officer has the breadth of purview comparable to a CIO or chief digital officer, and the technology and digital executives are increasingly involved in customer-facing activities in a way that the CFO and CHRO roles have not historically been.
Technology and digital leaders must recognize that they engage with the rest of the enterprise and the company’s customers, and that is rare if not unique. As such, they must leverage this advantage to a greater extent in fostering strategic alignment.
Strategic alignment means ensuring there is alignment from enterprise strategy to divisional, business unit, or functional strategy. This alignment is often misunderstood or lacking in companies, and that disconnect means wasted effort and money for the enterprise.
Further, a lack of well-articulated plans at the divisional level means the path to bringing those plans to life will be murky at best. For reasons of self-preservation and value-creation, technology and digital leaders must push for better.
Translating IT strategy from the enterprise level to the divisional level is important because it is at the divisional level where the work is done. Enterprise strategy typically calls out objectives related to revenue growth, cost efficiency, customer satisfaction, geographic expansion, product innovation and the like. It is the divisions of the company that determine how each of those will happen.
Let’s take revenue growth as an example. Growing revenue is vital to the health of a company, but each function — from sales and marketing to specific product or service areas — contributes in different yet important ways. The specifics of what each function will do needs to be formulated clearly to have teams go and find the new revenue through the various mechanisms available across the company.
Engage teams to conduct an analysis of strengths, weaknesses, opportunities and threats (SWOT). Such analyses are typically simple, easy to understand, and ensure that leaders can gather information quickly, easily and at the right level of granularity:
As you gather feedback from these SWOTs, it is important to categorize the feedback into topics like people, processes, product, brand, geography or market, finance, customers, organization or culture, competition, technology, vendors or partners, and the like. These form the vestigial versions of objectives for the enterprise or division.
Optimally, you should gather that feedback into a common framework of objectives, goals, tactics and measures.
Each objective should have a goal associated with it. This is a success metric that helps chart the path to success.
Using the same rather generic enterprise strategies, the goals might be defined as revenue growth (grow revenue by 15% in the next year), cost efficiency (grow costs at a rate 5% under revenue growth in the next year), customer satisfaction (improve customer satisfaction with our products from 70% satisfied to 80% satisfied in two years), geographic expansion (open 10 new offices in the coming year) or product innovation (introduce two, $50 million revenue products in the next year).
Try to limit the number of goals to two, as if you go for more than that, the strategy is less of a filter and is permeable to too many ideas.
Next, the digital and technology leader can brainstorm tactics with members of the enterprise or divisional team who are experts in the area noted by a given objective. As noted above, these are the various actions available to the company (or division) that help it reach the goal(s) articulated.
It is important to note that tactics should never include the name of a particular solution. The extent to which a project name or a vendor product is noted in a strategic plan renders it more important than it is. The action is one thing; the means of delivering the action are another.
You may believe that Salesforce is the solution you wish to use for customer relationship management, but better to articulate the need for CRM than to note the solution. The solution should be debated.
The tactics can be more plentiful, and during the brainstorming phase, definitely err on the side of more rather than fewer tactics. After the list is finalized, the tactics should be prioritized. The prioritization should be undertaken based on the perception of which ones are being pursued today, which ones are likely to be pursued in the near term, which will be undertaken in the medium term, which will be undertaken later, and which ones may or may not be undertaken.
Finally, a measure or measures should be defined for each tactic. For the same reason noted for the goals, try to limit them to two. For the goals and measures, remember the acronym SMART.
Our current moment has provided an opportunity for CIOs and other technology leaders to be the catalyst for their firms’ strategic evolution. These executives should take advantage of driving digital change. Otherwise, they risk digital driving them.
Peter A. High is the author of GETTING TO NIMBLE: How to Transform Your Company into a Digital Leader and President of Metis Strategy, a management and strategy consulting firm focused on the intersection of business and technology.
Yasir Anwar is the Chief Technology Officer and Chief Digital Officer of Williams-Sonoma. He refers to the company as a house of brands, which include Williams-Sonoma, Williams-Sonoma Home, West Elm, Pottery Barn, Pottery Barn Teen, Pottery Barn Kids, Mark & Graham, and Rejuvenation. Technology and digital are the central nervous system of the company, Anwar notes. “We are the world’s largest digital-first, design-led and sustainable home retailer. For that, you have to bring the whole world together to serve the customer needs.”
Anwar sees the evolution of the head of technology role as key in this transformation. He notes that “traditional” CIOs have an internal operational focus. The merging of technology and digital in his title and responsibilities implies a focus on technology projects but also on outcomes. What value is being driven? “It always has to start with the customer experience,” Anwar says. “This is the merger of the technology strength, powered and coupled by customer experience, digital experiences, and the power of digital that has been unleashing in the world as we speak.”
The results speak for themselves. Williams-Sonoma has a 70% e-commerce revenue penetration, Anwar said, up from 58% prior to the pandemic. Achieving that from a technical perspective begins with a global multi-tenant platform and a modern e-commerce platform. “We are building on top of not just microservices, but micro front-end, which would allow us to have more nimble, small, modular services,” noted Anwar. This allows the company to go to market much more rapidly. The platform is used across all of the company’s brands, which gives the company an edge when it comes to innovation. The platform allows the company to test a new idea or feature on a single brand, gather data, and quickly roll it out to others if it is successful.
As with many other companies, the pandemic accelerated digital innovation. For example, Williams-Sonoma associates use a tool called Room Planner to help advise clients on what furniture fits best in which rooms. The pandemic pushed for a faster release of a customer-facing version of the tool, which enables a customer to use the measurements of a room in their house, and then fill the space with furniture from across Williams-Sonoma’s brands. This proved to be a game changer at a time when so many people focused on updating and upgrading their homes to make them more conducive to both work and personal life. The tool also provides a connection to a professional when a customer wishes to get advice or ask questions.
When asked for Williams-Sonoma’s points of differentiation, Anwar believes one of the biggest examples is the company’s in-house design. “Many other marketplaces…sell home furnishing items,” he said. “They [typically procure] those items. They’re sourcing those items from different vendors across the world, but they do not own the design of those products.” By contrast, each of the Williams-Sonoma brands have high-performing, passionate and inspirational designers. “We own and we design everything and then we work with our in-house manufacturing locations, which we have here in the U.S.,” said Anwar, “We make in America, and then we also go to our partners, wherever we need to get the quality and diversity of design manufacturing…. I don’t think there is a company that could claim that they have such a deep ownership of the design, freshness of the design, and then the quality of the design.”
Anwar and his team have focused on two key cultural pillars in their transformation. First was moving a culture of “managers managing managers” to “experts leading experts.” This entails upskilling the team dramatically to greater levels of depth of knowledge. The second was going from a focus on output to a focus on outcomes. The result has been a transformation from a traditional retailer to a true hybrid between traditional retail and retail tech. “Our business is completely running on the rails of technology,” Anwar said. “Our goal in the next few years is to [reach a point where] tech front-loads the business propulsion and growth.”
The “house of brands” approach works for Williams-Sonoma because each brand serves different phases of an individual or a family’s life. The stores, themselves, reflect those nuances. A Pottery Barn Kids will have a different look and feel from Williams-Sonoma. That said, there are many commonalities and best practices that the unified Stores team can apply across the brands. Technology reflects a similar strategy. “If you have brands which are running on different platforms, different versions, there is a ton of costs,” he said. “If you have tested something great in one brand, you cannot go live [with] another brand because there are so many nuances.” Anwar noted that at least 85% of the company’s technology stack is common for all the brands.
Each of these trends served Williams-Sonoma well, and the stock price of the company bears this out, as it has risen more than 450% since March 20, 2020, from roughly $36 per share to the current price north of $164 per share.
Anwar is proud of the degree to which the tech and digital team fostered nimbleness in the company. “The teams were ready, the infrastructure was ready, the websites were ready, the supply chain fulfillment operational teams were ready,” noted Anwar. “It is a unique situation for all [retailers]. As they say, everybody is going through the same storm, but on different types of ships.” Anwar and his team have helped Williams-Sonoma build a ship to withstand the storm, steering more readily toward opportunity and away from danger.
Saul Van Beurden is the Head of Technology for Wells Fargo, a role he has had for nearly two years, after having spent time as the Chief Information Officer of Consumer and Community Banking at JPMorgan Chase. He commands a budget of roughly $9 billion and has a team of 40,000 technologists reporting to him. His purview includes all software developments, IT operations, infrastructure and cloud enablement and cybersecurity. His is a role of tremendous consequence in the bank to say the least.
The top technologists at major companies are most often referred to as chief information officers. They are sometimes referred to as chief technology officers or as chief digital officers. The “head of technology” title is an unusual one. When asked how the company and he arrived at it, he noted that the reason was that when he joined, there was already a chief information officer and a chief technology officer, both of whom would report to him. “For me, it’s not important the title of a role,” noted Van Beurden. “It’s how you act on that role and the responsibility that you have [that is more important].”
Upon joining the company, Van Beurden elected to develop a plan to play both “offense and defense,” as he put it, comparing it to coaching an American football team. “The first role is what you could call the defensive role and is the first operator role,” he said. “This is all about making sure that the plan runs, that the things go. The second role is an offensive role. This is what we call the business enabler role, where it’s more about how do you decrease risk for the bank? How do you maximize revenue? How do you get better return on investments?”
To bring this to life, early in his tenure, Van Beurden and his team defined what he refers to as a “6S Strategy.” They are:
Relative to skills, he highlights that it is critical to build a team that has the skills of today and grows the skills of tomorrow, suggesting a level of learning agility necessary to accomplish the company’s mission. This is the path to being a “trusted operator,” as he put it. “This is all about upscaling and reskilling your workforce,” he said.
Needless to say, security is an important skillset for any enterprise, but especially so for a major financial services company that has so much sensitive data flowing through it. “You could say the only thing that a bank sells is trust: the fact that it’s safe to have your [money and data] with the bank,” said Van Beurden. “Security comes down to cybersecurity, to controls that you need to have in place, and so forth.”
With 90% of all transactions taking place digitally across Wells Fargo, stability is sine qua non. “When the digital app or the online desktop version is down, the bank is down,” Van Beurden underscored. “You need to have a stable shop. That stability is created by more and better resiliency. It’s all about automating the processes on the IT operation side, and with rationalization of your applications.” He noted that these first three “S”s make up the defensive play.
The offensive play begins with scalability. Van Beurden highlighted that this requires on-demand service, so that as transaction volumes increase, the technology seamlessly scales up and then can scale back as necessary.
Next is the focus on speed. As a long-time financial services executive, Van Beurden noted that banks are slow, with the behemoths like Wells Fargo often taking more than a year to deliver programs. He has driven his team to halve or even to cut the time to a third of that. He painted the picture of the typical way of doing things, and then offered the improvement. He highlighted the typical process with many handoffs along the way. “First product requirements, and then the prioritization with finance teams, and then it goes to a PMO, and then it gets to a project leader, and then IT intake, and IT intake to design, to technical design, to developers, to test, to production,” Van Beurden said. “You already near 60 weeks’ worth of work right there.” The improvement comes through multifunctional teams that do not require inefficient handoffs. “The analyst with the product idea sits down with the engineer who is supposed to build a feature, who is also the one who can directly put it in production because he or she is using DevOps tools like we have today. You take away that whole notion of handoff, handoff, handoff.” Next, he noted that process automation is critical. He highlighted that speed is the key differentiator to maximize revenues and to gain advantage over the rest of the market through better return on investment.
The final “S” is satisfaction. “You can do all the other things, but if the end customer is still not happy with and app [for example], and the uptime of the app [are not appropriate], we have failed,” Van Beurden said. “Satisfaction is, for us, the cornerstone of the strategy.”
Van Beuren hoped to simplify things from a strategy perspective to validate progress relative to each of the six “S” categories. By maturing and driving value in each area, the goal is to deliver better capabilities for innovation. The technology team has re-infused the company with the art of the possible. That innovation is based is also structured, in this case into three pillars.
The first pillar is an innovation unit that reports to a peer of Van Beurden’s, Ather Williams III, who is the Senior Executive Vice President, Head of Corporate Strategy, Digital Platforms and Innovation at Wells Fargo. “[Williams’] team constantly looks for what is the next best experience for our customer,” said Van Beurden. “What is the next best feature that we need to develop? They also look a little bit further ahead, like three years, four years into the future, and start to see what is coming and looking around the corner and making sure it is getting adopted.” That team works in an integrated fashion with software engineers on Van Beurden’s team, ensuring there is alignment and a strong collaboration between the teams.
The second pillar is research and development on the technology side. This team is often tasked with the most deeply technical or complicated innovation topics. The team has assembled an ecosystem to stimulate the thinking necessary to tackle big topics, partnering with institutions such as MIT and Stanford. Van Beurden indicated that the R&D team focuses on what he calls “the magical cocktail of artificial intelligence and machine learning, data and compute.” He believes that the future of the bank will be defined at the intersection of these technology disciplines.
Van Beurden offered examples of how Wells Fargo is leveraging each. “We need to explain the outcomes of AI models. If we get a lending request of a customer, and we say yes or no, we need to be able to say why we said yes or why we said no. We cannot say, ‘There was the model and it ran it and we do not know [why the decision was made].’ We need to be able to explain it.” The team has been able to monitor and explain the outcomes of the models while fine tuning them where necessary. With MIT, they have developed a mechanism for AI to explain AI. “This is how we solve the problem of non-explainable AI by putting AI on top of it by which it becomes explainable,” said Van Beurden.
Though many companies think of big data as an operating principle, Van Beurden thinks about small data. “Small data is really finding that smallest significant set of data that will bring you to [the right] outcome, [which may leverage] synthetic data, instead of all the production data that we use for this,” explained Van Beurden. “Can we do synthetic data to come to the same outcome?” In concert with the research institutes, his team is hard at work on this.
The final pillar is related to compute; more specifically, the fast advancements Van Beurden’s team is making on compute power. “That speed that is coming with quantum compute cannot [be expressed] in factors like 10, or hundreds or millions,” he noted. “It’s [beyond] what we think is possible to be done. It doesn’t matter when it’s ready. We do not want to be the one that has regrets that we didn’t do it from the start, and that we weren’t there if it becomes successful and production ready.” There are two areas of focus as his team drives this journey: trading algorithms and cryptographic keys. The former will aid the bank in fostering faster trading. The latter will protect the bank from the time when all possible passwords can be determined at lightning speed by bad actors due to dramatic advances in compute speed.
Though Wells Fargo has taken its lumps in recent years, Van Beurden and his team have positioned the company to gain advantages once again as an innovator.
Peter High is President of Metis Strategy, a business and IT advisory firm. He has written two bestselling books, and his third, Getting to Nimble, will be released in March 2021. He also moderates the Technovation podcast series and speaks at conferences around the world. Follow him on Twitter @PeterAHigh.
The pace of change is faster than it has ever been, and yet it is the slowest it will be from this point forward. There is a quotation that is often mis-attributed to Charles Darwin that states, “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” The father of evolution may not have said this, but it is an important point that applies to companies as much as it applies to species.
As you think about once successful companies like Circuit City, Blockbuster and A&P, each leaders in industries that they played in that no longer exist, each failed to adapt to changes, even though each could have pivoted to where the industry or customers’ tastes were going.
In 1955, the average time a company on the S&P 500 would remain on the index was 61 years. Fast forward to today, and it is closer to 15 years. Since 2005, 52% of the companies on that index have fallen off of it entirely. This is a remarkable tale of creative destruction, but is also is tale of innovation at a pace and scale that we have not seen before as rapidly scaling organizations take the places of the old stalwarts.
To quote Dow’s Chief Information and Digital Officer Melanie Kalmar, “What separates successful companies from those that have faded? Nimbleness.” She is not alone in this focus. When Shamim Mohammad, the Chief Information Officer and Chief Technology Officer of CarMax, was asked about the trends that excited him most looking three or four years out, he responded, “I do not know how the world is going to be in three or four years. It is hard to predict. What I am trying to do…is position [CarMax] so that we are ready to take those changes and be nimble, agile, and responsive: an organization that can move quickly. That is what I do because I cannot predict what is going to happen. I have to position [CarMax] to be that nimble company.”
In my new book, Getting to Nimble: How to Transform Your Company into a Digital Leader, I highlight five themes that are essential to harness to foster nimbleness:
Relative to people, you can do worse than to emulate the great practices of Rob Alexander, who has, for 14 years, been the Chief Information Officer of Capital One. He recognized early the changes that the digital age were foisting upon companies born in an earlier era. He posed a difficult question to himself and his team: “How do you become a great technology organization if you do not start as one?” Alexander set the goal to develop an engineering-centric technology division that would be oriented toward building technology rather than simply buying it and managing it. He wanted the organization to be oriented around a digital-first mentality.
Alexander and his team started by recruiting a core group of engineers who would form a software center of excellence. These people were recruited based on a pioneering spirit that each possessed. They would be the proselytizers for others.
Alexander and his team developed a curriculum to train existing employees on the technologies of the future, noting that learning agility was another key ingredient to cultural nimbleness. Finally, the company developed the gold standard of intern programs, regularly being ranked as number one on Vault.com’s list for internships. By giving great engineering and computer science students meaningful work to do in an innovative environment, the company began to compete with the stalwarts of Silicon Valley for talent, and the intern program allowed the company to get to know a wide swath of would-be employees deeply before handing out full-time offers. The yield on those offers rose, and the best among those new employees were given opportunities to rise quickly through the ranks of Capital One. The company’s nimbleness gave it a reputation as a talent factory that many wanted to join.
Relative to processes, retired four-star general, Stanley McChrystal, has become a guru to CEOs and other leaders on how to foster nimbleness. He recognized that the pace of change was such that if the American military did not modernize, it would not be successful in its critical missions around the world. The military had been silo’d by design, but McChrystal fostered collaboration across the traditional silos, bringing elite members from multiple branches of the military together.
He now counsels companies to do the same, pushing them to foster innovation through better collaboration. Process changes such as agile development, DevOps and the product orientation that many technology and digital organizations have instituted require non-traditional collaboration across silos and ownership of ideas from cradle to grave to a greater extent. Many companies have seen rapid increases in their ideation, throughput, and innovation success as a result.
Relative to technology, Rob Carter, Chief Information Officer of FedEx recognized that the crown jewels of the company were aging to the point where they might be the source of the company’s downfall if a new path forward were not forged. He had the humility to recognize that his team’s work for which they were rightly so proud had to be changed dramatically. His pathway to nimbleness revolved around five steps: first leveraging enterprise architecture to get a full accounting of ones technology portfolio, warts and all. Modernization only begins when a full documentation has been concluded. Second, he established a cloud-first strategy. The clouds flexibility, allowing an organization to scale up and back as necessary was sacrosanct. Third, Carter and his team focused on loosely coupled technology so that changes to one platform would not necessarily require changes to others. The use of microservices and application programming interfaces (APIs) also had many security benefits to boot. Lastly, he focused on standardizing the technology wherever possible. This is easier said than done in a company that is part airline, part trucking company, part logistics organization, part office services enterprise, and more. That said, he pushed for a common core of technologies to set standards to achieve greater simplification while de-risking the organization through minimized complexity.
Competition today is less company-to-company. Rather, it is ecosystem-to-ecosystem. Angela Yochem, the Chief Transformation and Digital Officer of Novant Health has been a model of building ecosystems to marshal innovation at levels beyond what one’s team alone might accomplish. Yochem has an unusual ability to meet an entrepreneur, learn about his or her company and make rapid judgements about potential mutual value that might derive from partnership. An example is Zipline International, the world’s only on-demand drone logistics service. Along with other technology and digital executives, she met with the company’s founder and CEO Keller Rinaudo to hear the story of the company’s genesis and its mission, at the time primarily helping deliver medical supplies to people in need in countries that suffered from road infrastructure issues, for example. Yochem translated what she heard to Novant Health’s business and saw an opportunity especially in light of the pandemic. She and her team became the first organization in the U.S. to be granted a Part 107 waiver by the U.S. Federal Aviation Administration (FAA) to use drones for distribution of medical supplies for Covid-19 pandemic response. The vision is growing, as over the next two years, the partnership plans to expand beyond emergency operations in the Charlotte area, where Novant Health is headquartered, to regular commercial operations to serve health facilities and, ultimately, patients’ homes across North Carolina. Nimble leaders and organizations recognize great ideas, translate their relevance to one’s own company, and build the partnerships that can make a difference rapidly.
Finally, during a time of such rapid change, one might think that strategy is becoming less relevant. There is an African proverb that says, “If you want to go fast, go alone. If you want to go far, go together.” One might add to those important words, “and take a map.” The company’s strategy is the map. Especially during times of great change, having a strategy at the enterprise level translated to the divisions and functional areas and to the technology and digital team through to data strategy is even more important. Granted, changes in the economy, the competitive landscape, and one’s own company, to name three of many factors, will require modifications to those plans as the assumptions behind the plans require changes, but having the well-articulated plans is essential.
Shailesh Prakash, the Chief Information and Product Officer of the Washington Post underscores this need. A decade ago, when he joined the company, it was languishing: ad revenues and subscribers were decreasing at an alarming rate. Prakash helped set the strategy that would bring the traditional print and digital sides of the house closer together. In so doing, he set the Post on a path to a better experience for readers and for the company’s reporters and columnists. He discovered through his collaboration with his colleagues that the company’s publishing platform was antiquated and a source of frustration. Prakash set a strategy to improve the platform. In so doing, he leapfrogged the industry to such a dramatic degree that it occurred to him and to his team that the platform, itself, could be a business for the Washington Post. Arc Publishing was born, and it is now on a path to being a $100 million business annually for the Post. Nimble leaders set bold and well-articulated strategies that rally one’s team to drive new value to one’s company.
Please note the examples given: a financial services company, the American military, a courier conglomerate, a healthcare company, and a media organization. None of these are traditional technology companies. They are not digital native companies with built in advantages of a recent founding. These are likely companies yours, each in challenging environments. Each drove change rather than being driven by it. This is essential in a time when change is coming so rapidly. Only the nimble will survive and thrive. Emulate the lessons of these great leaders.
Peter High is President of Metis Strategy, a business and IT advisory firm. He has written two bestselling books, and his third, Getting to Nimble, is out this month. He also moderates the Technovation podcast series and speaks at conferences around the world. Follow him on Twitter @PeterAHigh.
