Imagine a digital transformation project seen by a Production Operations leader and a Sales & Customer-Experience leader. Same data. Same visuals. But what they walk away thinking is worlds apart.
From the Production side, the focus might be: “Okay, this is about automating our workflow, reducing downtime, boosting throughput.”
From the Sales side, it might be: “Great, this is about delivering faster, more responsive service to our clients, building trust and competitive advantage.”
And both are right. Yet they’re looking at the same content and coming away with different interpretations because their roles, priorities, and lenses differ. That’s exactly what Winter means when he says perception shapes how digital transformation is understood (he wrote that 35 % of people see transformation as people-centric while 32 % see it as tech-centric). Jeff Winter
The lesson? If you’re presenting, rolling out change or innovation:
- Frame the narrative so every stakeholder sees something meaningful to them.
- Speak both languages: the “production workflow” story and the “customer-promise” story.
- Anchor a unified vision, but allow for individual meaning: one statement overarching, many interpretations rooted in role-reality.
When you do that, you turn a potential divergence of interpretation into a strength: everyone’s committed, just through the lens that matters to them. In the end, transformation isn’t just about what you build, it’s about how people understand it.
At Tego, that’s the gap we focus on closing. We don’t simply strive to connect data and systems, but to connect understanding.
We know that when perception aligns, action aligns, and that’s when REAL transformation actually happens.
Jeff summed it up perfectly: perception drives behavior.
We just think the best results come when everyone’s perception starts from the same source of truth.
