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如何领导成功的转型

文化传媒 2023-07-10 奥纬咨询李辰

当前全球商业环境充满挑战，高管们正通过转型应对市场变化。调查显示，100%的受访公司在过去三年中尝试了转型，但只有25%取得了成功。成功转型的公司主要关注增长，并通过改变工作方式、聚焦实际影响、凝聚组织共识和增加投资来实现可持续转型。

主要发现：

市场挑战：高管们最担心经济衰退、通货膨胀、利率上升和气候变化。63%预计市场将改善，37%预计将保持稳定或恶化。
转型成功率：25%的公司完全实现了转型目标，50%部分成功，25%未完成多数目标。
成功关键因素：
- 改变工作方式以实现可持续转型（51%的成功公司）
- 凝聚组织共识（49%的成功公司）
- 聚焦实际影响以创造价值（44%的成功公司）
- 缺乏共同愿景和目的（56%的失败公司）
- 缺乏可持续转型的能力（51%的失败公司）
- 缺乏对实际影响的关注（46%的失败公司）
投资差异：成功转型的公司平均投资比失败公司高31%。
公司规模影响：大型公司（年收入超过200亿美元）转型成功率是小型公司（年收入5亿至50亿美元）的两倍，且平均投资高30%。
未来展望：
- 成功转型的公司更可能优先考虑AI和数字战略（26%），而失败的公司仍需应对当前挑战。
- 预计市场改善的公司更关注增长战略，而预计市场恶化的公司更关注转型和创新。
- 成功转型的公司未来三年收入增长预期高20%，且更少重复转型。

转型七原则：

改变工作方式以实现可持续转型。
聚焦实际影响以创造价值。
凝聚组织共识。
勇于投入以实现增长。
根据企业文化调整转型方式。
对齐领导层以组建获胜团队。
保持务实和灵活。

成功转型的公司通过关注增长、改变工作方式、增加投资和凝聚组织共识，实现了可持续的转型效果，并为未来增长奠定了基础。

THETRUTHABOUTTRANSFORMATION Howseniorleadersaretransformingtheirorganizationstocreatevalue HectorS.NelsonVladGil LiviaDinu EXECUTIVESUMMARY Today’sdynamicglobalbusinessenvironmentpresentsorganizationswithmanychallenges.Opinionsonthemarketoutlookaresplit,reflectingahighdegreeofuncertainty.Inoursurveyofmorethan240C-suiteexecutivesfromleadingcompaniesacrossindustriesintheAmericas,63%saidtheybelievemarketconditionswillimprove,while37%thinkthatconditionswillstaythesameorworseninthenext12months. 100% ofexecutivesattemptedatransformation Only25% oftransformationeffortssucceeded $1.63 averageinvestmentper$1ofrun-ratebenefit;31%higher investmentinsuccessfuleffortsvs.unsuccessfulones 21% higherrevenuechangeexpectations Executiveshavesetoutonambitioustransformationstonavigatethemarketandmaintainorenhancetheirpositioning.Oursurveyrevealedthat100%ofbusinessesattemptedatransformationinthelastthreeyears. Themere25%thatsucceededusedcostefficiencyasfuelfortheirgrowthobjectives,andfundamentallychangedthewaytheirorganizationworkedtomaketheirtransformationsustainableinthelongterm.Theywerelaser-focusedongrowthandcreatingvalueforclientsandshareholders,zeroinginonthetangibleimpactsthetransformationwasmeanttodeliver,andrelentlesslyrallyingtheirorganizationbehindtheneedtochange.Bycontrast,businessesthatdidnotachievemostoftheirobjectives,reportedlackingnotonlyfocusontangibleimpact,butalsothenecessarycapabilitiestodriveasustainabletransformation. Additionally,theyreportednojointvisionorpurposebehindtheirtransformationeffort. Thesuccessfulonesalsospentapproximately31%more,onaverage,thanthosethatdidnotmeetmostoftheirtransformationgoals.Focusingongrowthandadequatelyinvestingpaidoff,asthosecompaniesareexpectingtheirrevenuetoincreaseby21%morecomparedwiththosewhoseeffortsfailed—demonstratingtransformations’remarkableimpactontop-linegrowthinadditiontoimprovementsincompany-wideefficiency. TheTruthAboutTransformation EXECUTIVESAREEXPERIENCING ACHALLENGINGENVIRONMENT Whatisthepathforward? Today’svolatilegeopoliticalandmacroeconomicenvironment(inflation,thebankingcrisis,supplychaindisruption,climatechange,anddigitizationandtheriseofartificialintelligence)posesunprecedentedchallengesforbusinessexecutives.AsconcernsaboutnewwavesoftheCOVID-19pandemichavewaned(only5%ofsurveyedexecutivesidentifiedthepandemicasapressingobstacle),manyrespondentsshareconcernoverfourpotentialareasinthemarket:generaleconomicdownturn,inflation,risinginterestrates,andclimatechange. Exhibit1:Topchallengesreportedbyrespondentsoverthenext12months %ofrespondentsselectingfactor 49% 47% 37% 34% Predictageneraleconomicdownturn Expectinflationtobeatopchallenge Anticipaterising interestrates Reportconcernson climatechange Source:OliverWymanPerformanceTransformationSurveyAmericas2023 Generaleconomicdownturn,inflation,andrisinginterestratesarethebiggestmarketchallengesexecutivesexpecttofaceinthenext12months. Uncertaintyabouttheimpactofthecentralbanks’ratehikesoneconomicactivityseemstobeputtingpressureonCEOs.Andwhiledecliningafteranaverageglobalpeakof9.9%inthesecondquarterof2022,inflationremainstopofmindforbusinessleaders:while47%ofexecutivesexpectinflationtobeatopchallenge,almost90%expectinflationtoimpacttheircompany’sperformanceoverthenext12months.Withforecastsprojectingglobalinflationtoremainabove3%untiltheendof2024,businessarelikelytofacetheeffectsofhighinflationthroughtheremainderoftheyear. Climatechangeremainsoneofthetopchallengesthatbusinessexecutiveswillfacethisyear. Thethreatofimminentregulation—coupledwithpublicpressurestoimplementsustainabilitypractices —isforcingexecutivestoconsideractionstomitigatetheconsequencesofclimatechange.While34% ofexecutivesreportconcernsabouthowclimatechangewillimpactbusinessinthenext12months,100%reportthattheyareactivelyadjustingtheirorganizationstoaccountforclimaterisk. ESGgoalsandsustainablemanufacturingwithreducedemissionswillbeourpriority SeniorExecutive,Automotiveindustry TheTruthAboutTransformation 100% ofexecutivessurveyedreportedtheircompanyattemptedatransformationinthelastthreeyears Thereisamassiveneedfororganizationstoadjustbusinessplanstosecurevaluegrowth. Uncertaintyinthemacroenvironmentseemslikelytostayinthenearterm.Whileabout63%ofexecutivesbelievethemarketwillimproveoverthenextyear,37%expectsimilarorworsening conditions.Suchhighstakesdemandthatexecutivesrethinktheirstrategicagendasandpursueambitious transformationalchangestomanagecostsandboostprofitability.Infact,100%oftheexecutivessurveyedhaveattemptedtotransformtheircompaniesinthelastthreeyears,and,onaverage,companieshaveallocatedafifthoftheirspendingtotransformations.Thesepatternsareconsistentacrossorganizations’geographiesandsizes. ©OliverWyman6 KEYDIFFERENTIATORS betweensuccessfulandunsuccessfultransformations THOSETHATFULLYREALIZEDTHEIRTRANSFORMATIONOBJECTIVESHADMAJORDIFFERENCESFROMTHOSETHATSTRUGGLED Despitethecleardesiretotransformtheircompanies,only25%ofexecutivesreportedachievingfullsuccessintheirefforts(thatis,bymeetingalltheirtransformationobjectives).Whilecom

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