Interview with Michael Brito, Executive Vice President at Zeno Group
In this interview, Michael elaborates on the challenge with fragmented narratives and disconnected experiences, the business value of digital transformation and his recommendations on going about implementing a ‘true’ digital transformation. Michael is a digital strategist, published author, TEDx speaker, adjunct professor, and avid 49ers and Lakers fan with over 20+ years of experience helping organizations break through the clutter and reach their audience with game-changing marketing programs
Tell us a little about your business and your specific role?
I work for Zeno, a global integrated communications agency. My role is to help B2B brands use data to drive content, marketing and communications programs.
What is the typical nature of challenges you encounter from enterprises looking to move the needle on digital transformation?
Collaboration. Still today, many companies are struggling to collaborate internally. The result is a fragmented narrative and disconnected customer experiences externally.
Using technology to effect transformation usually starts with a transformation of beliefs and mindsets. How do you consult clients and help them make that important shift in mindset to move ahead on a particular project or implementation?
Many times, if we can prove the business value of digital transformation, it’s easier to get buy-in from clients. The challenge is that many people don’t really even understand what digital transformation means or how it can benefit the organization. It’s difficult to cast the blame on anyone because even the industry pundits define it differently.
What processes have you found useful when implementing digital technologies for these clients?
Implementing technology should be the last thing to be done.
Preparing and nurturing the culture should take precedence before implementation happens.
When the organization is ready to invest in the appropriate technology, it’s key to document the organization’s technical requirements first, and then source a vendor that can meet those requirements. I typically see this done in reverse, whereby investments are made in technology and then the requirements are attempted to be force fitted.
Tell us about your most recent success with a DX project?
While I can’t really talk about any client projects, I can say that the common denominator for success rests heavily on being innovative and taking risks. Brands today cannot sit idle and wait for innovation to just happen. They have to be forward thinking, collaborative, open to change and not afraid to fail. These principles are the building blocks for true digital transformation.
What present or upcoming technologies you think have the maximum potential to accelerate enterprise digital transformation?
I think platforms like Dynamic Signal are key to accelerating digital transformation. Their platform helps foster internal communications, which is essential in improving and maintaining a positive culture.
What’s your go to resource – websites, newsletters, any other – that you use to stay in touch with the explosive changes happening in the digital space?
I like to read Business Insider, Wired and Adweek.
Read a good book lately on digital transformation that you’d like to recommend to us?
I highly recommend –
- Digital Transformation: Build Your Organization’s Future for the Innovation Age by Lindsay Herbert,
- Building Dragons: Digital Transformation in the Experience Economy by Daniel Newman and Olivier Blanchard; and
- The Digital Transformation Playbook: Rethink Your Business for the Digital Age by David Rogers