Structures usually inhibit progress

Structures and accountability go hand in hand.

Replacing structures with accountability

Managers of business structures would do better to heed the lessons learned from the ‘unsinkable’ Titanic’s collision with an iceberg. Today, everyone must become more nimble and learn how to respond quickly. Unanticipated opportunities and threats of the globalised world driven by disrupting technology can cause havoc.

Evolving from a structured organisation to an agile one can be difficult. However, it doesn’t mean you have to restructure entirely to survive and thrive. Managing change means assigning accountabilities involved, specifying the desired outcomes, then introducing digital strategies to help all those involved.

Now you can let the responsible person decide how to accomplish the desired outcomes. Individuals or teams who become accountable become agiler and can quickly adjust their actions and behaviour as they identify what is working and what is failing.

Assigning accountabilities is different from structures in several ways:

  • There are less budgeting and more market-based resource allocation
  • There is more personal flexibility leading to improved enthusiasm and motivation
  • People would prefer to be coached than managed, particularly micro-managing.

Digital technology addresses the need for speed

Managers have been automating and re-engineering processes forever. The aim should be to improve efficiency and reliability. Companies are often saddled with a mess of entangled technologies which make it difficult to keep up with an accelerating rate of innovation to keep meeting customer demands.

Don’t adopt strategies which keep you tied to all your old technology and marketing programs. Instead, focus on digital technologies enabled by building a growing tool-chest of capabilities. Reusable components and standardised processes will continuously create value at a faster and faster rate.

Objectives should be part of frequent discussions and ambitious in scope. Measure with specific metrics and milestones and transparent for everyone in the organisation. Digital technology in operations and marketing can accomplish far better outcomes.

Streamline structures and accountability

If nothing else a digital strategy is going to contribute to the betterment of work and life. It will do this through improved innovation and productivity of everyone in the organisation.

The best place to start replacing structures with accountability is in the marketing area. Reassess your website development. There are so many opportunities to improve your customer service and the customer experience using digital technology; it can transform your marketing programs and indeed your whole approach to doing business.

Sustainable modern operating infrastructures require digital technology to connect all the elements.


Employees shouldn’t worry about the automation of their work because they have been used to it for years.  Every organisation seems to be always changing their structures. They need to meet the challenges whereas new digital technology can now make quantum leaps.

Perhaps it’s time to change your marketing playbook, to a digital marketing playbook, to create the future they want. Unless you want to die a death of a thousand cuts, doing nothing is no longer an option. Structures and customers integrated with digital marketing help businesses to perform better.

Quotable Quotes

“Accept responsibility for your digital strategy, and be accountable for your structural improvements. Take ownership of implementing new digital marketing technology”. Peter Sergeant

“There is no accountability today, no willingness to focus on big ideas”. Michael Bloomberg



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