How to go beyond the status quo with tech and green
Photo by Vlad Sargu
Lately, I’ve reflected on the crossroads where digital transformation meets sustainability and what this means for us as leaders of mid-sized service providers. We’re at a pivotal moment calling for more than incremental change or efficiency gains. It’s a moment that invites us to question, explore, and imagine how our organizations can truly matter in a rapidly evolving world.
The Familiar Focus-and What It Might Be Missing
I’ve noticed a familiar pattern: many service providers focus on digital transformation and sustainability to stay relevant and meet market demands. That makes sense. We all know that evolving our data and technology capabilities is critical. And we feel the weight of responsibility for the planet’s future pressing on our decisions.
But here’s what keeps coming up for me: too often, the conversation stays within the boundaries of maintaining the status, finding efficiencies, ticking compliance boxes, and optimizing processes. And while these efforts are significant, I wonder if we’re missing something bigger. Are we overlooking the essence of what service means- the chance to make a meaningful impact in the lives of our customers and society?
Leading Amid Complexity: A Personal Sensemaking
Leading a service firm today feels like playing chess on multiple boards simultaneously, with the rules shifting beneath our feet. There’s constant pressure to deliver results and growth while juggling legacy systems, data governance, evolving working relationships, DEI, and emerging business models. On top of all that, digital transformation and sustainability loom large as strategic priorities.
It’s overwhelming, honestly. But when I step back, I realize that this complexity also offers a kind of clarity: it pushes us to think beyond short-term gains and to anchor our work in more profound meaning. What if our guiding principle was “how do we do this better?” but “how do we do this so that it truly matters?”
A Shift in Perspective: From Commodities to Meaning
Historically, professional services have been pillars of economic growth, supporting clients with knowledge, skills, and trusted networks. But after World War II, the rise of automation and standardization turned many services into commodities-efficient, scalable, and transactional.
Many mid-sized service providers still operate from this mindset, where internal effort defines the value rather than the impact on customers’ lives. Yet, the world around us is anything but transactional. Climate change, healthcare challenges, and social uncertainty are complex, urgent issues our clients face daily. They’re searching for partners who can help them navigate uncertainty and achieve meaningful goals.
This realization has been a turning point in my thinking: what if we shifted from serving services as commodities to serving to make a meaningful impact?
The Courage to Question and Evolve
I won’t pretend this shift is easy. It means challenging long-held assumptions and stepping out of comfort zones. But what strikes me is that the resources we need are expertise, experience, and networks already within our organizations. The real challenge is unlocking that potential and creating space for it to flourish.
It starts with questioning the mental models that have shaped us and being willing to experiment and learn. This feels like a journey of exploration rather than a fixed roadmap- both exciting and daunting.
Embracing an Explorative Path Forward
What if we approached digital transformation and sustainability not as boxes to tick but as opportunities to redefine our purpose? Focusing on the meaning we create for customers and society opens doors to possibilities beyond financial metrics and compliance.
I’ve seen this approach in action. One client, an insurance company working with municipalities, initially focused its data strategy on internal efficiencies. However, after engaging deeply with its customers’ needs, it shifted toward proactively helping clients use data to manage risks and integrate insights into their systems. This collaborative, experimental approach transformed its role from a service provider to a trusted partner.
Continuing the Journey
This exploration is ongoing. There’s no one-size-fits-all answer, and the path is filled with uncertainties. But I’m sure of this: by embracing an explorative mindset grounded in purpose and openness to learning, we can lead our organizations through complexity toward a future where we truly make a difference.
For those of us navigating this journey, the call is clear: let’s be brave enough to question, curious enough to explore, and committed enough to act not just for the survival of our firms but for the flourishing of our customers, our societies, and our planet.
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