The role of people in building business strategy in the era of digitization

The role of people in building business strategy in the era of digitization

Beata Drzazga-businesswoman, speaker and business advisor-has learned the ins and outs of the American market, the cradle of world entrepreneurship. It employs over 3.2 thousand. people, running companies on two continents. He talks about his American experiences, as well as how he helps both young and experienced entrepreneurs who want to take their projects to a higher level and review and analyze their presence in business.

Nowadays, the key to success lies in the hands of people with sufficiently extensive knowledge that they are able not only to operate and creatively use complex technologies, but also to develop them- emphasizes BEATA DRZAZGA – founder of BetaMed S.A., entrepreneur and owner of many companies in Poland and abroad.

What steps should you take to gain a competitive edge in a technologically advanced world?

Nowadays, we face increasing challenges in achieving competitive advantage through technology. Technology has become widely available. Moreover, its costs are often low or even free. However, what is freely available to all cannot be a sustainable source of competitive advantage. In order to achieve a long-term advantage, we must rely on factors that are unique or very difficult to copy.Investment in modern and efficient technology may provide some competitive advantage, but this advantage is only temporary. Eventually, anyone can purchase similar devices and start using the same technologies. As a result, we come to a paradox. In the analog world of the late 20th century, success was determined mainly by the efficiency achieved through technology. And in the digital world of the first half of the 21st century, people’s knowledge and creativity are becoming crucial. In the current reality, in order to develop a sustainable competitive advantage, we need to focus on innovation, adaptability and the ability to create unique solutions. Technology can be a tool to support these features, but it is not sufficient on its own. The key to success is to use technology as a platform on which human knowledge and creativity are based. These factors are our most valuable advantage in a dynamic and competitive business environment.

In your opinion, is it more important to a company’s success to invest in people than to invest in technology?

It is important to take into account that in the best case scenario we will have access to similar technology to our competitors, which we have no direct influence on. On the other hand, we can choose to invest in outstanding employees to manage this technology. Recruitment policies, training, and the creation of a corporate culture conducive to the uptake of innovation have a significant impact on the quality of technological service. This is especially important for our customers because we care about their experience.Unlike technology, people are not subject to standardization. No matter what attempts at standardization some corporations make, it has little meaning. This approach ended with the end of the 20th century. We are currently seeing the opposite trend. Employers are increasingly realizing that creativity is the fruit of diversity, and that teams are more effective at solving problems than individuals, even using such simple techniques as brainstorming.

So can it be said that competitive advantage is not in the technology itself, but in the knowledge of the technology?

Today, the key success factor for organizations is people who have deep knowledge, the ability to handle, creatively use and develop advanced technologies. As a result, project management has become one of the most important skills for modern companies. The task of writing code is often outsourced to countries where it can be done more cost-effectively, while the headquarters of global corporations employ specialists who translate the organization’s needs into the language of technology. This process must function smoothly so that the use of technology can contribute to building a competitive advantage.However, it is important to be aware that such highly skilled professionals are not readily available or cheaply employed. They are extremely valuable, difficult to acquire and easy to lose. It also often requires the ability to work effectively with them. Therefore, the organization’s skills in strategic human capital management are becoming more important than ever. The knowledge and skills of these people are invaluable, and attracting, retaining and effectively utilizing them is a key part of achieving success in today’s business world.

So is it fair to say that people still matter more than technology? At the same time, however, many businesses continue to operate in the traditional pre-digital world and enjoy certain advantages. What are the reasons for this phenomenon?

Technology performs several extremely important functions. First and foremost, it enables automation, making it possible to perform a variety of tasks faster and cheaper. In addition, technology supports learning processes, enabling the refinement of skills and improvement of the activities performed. Finally, technology provides strategic support for organizations, enabling them to achieve competitive advantage. For this reason, the use of modern technology cannot be neglected under any circumstances, especially considering that competitors will use it sooner or later.For complex organizations, any change is difficult, but the introduction of digital technology is particularly complicated. It requires transforming the entire organizational structure and changing the way we work. For digital transformation to be successful, qualities such as developing the skills and talents of employees, especially in the area of digital competence, the ability to assess risks, the ability to work in teams and focus on the needs of customers are essential.Today, digital technology is the basis for the success of the organization. In the language of management professionals, it enables planning, organizing, motivating and controlling. The use of technology is essential to fully unleash the potential of employees and achieve optimal results.