We have a soft spot for Surrealist paintings at Via.
Especially Rene Magritte’s iconic “The Treachery of Images”: a simple, pipe-like object tagged “Ceci n’est pas une pipe” (“This is not a pipe”).
At first glance, it’s perplexing. Of course, it’s a pipe!
But Magritte’s point is clear: what we see isn’t a pipe — it’s an image of one. This nuanced exploration of perception mirrors the challenges of digital transformation, where what teams “see” often differs from the vision of the leadership team or even reality. Awareness of this gap and working towards closing it, is a non-negotiable for managing change during organisational transformation projects.
Here’s how Magritte’s message can guide us to be curious:
The vision
In digital transformation, leaders often present a vision: streamlined processes, optimised workflows, and futuristic technology. But for teams, this vision may feel like Magritte’s pipe — an abstract promise rather than a tangible reality. Worse still, misalignment with the real purpose of the initiative will breed scepticism and resistance later on.
ACTIONABLE STEP:
Translate the abstract vision into concrete, relatable examples for each of your teams. Create real-world scenarios to show how the vision will positively impact their day-to-day tasks.
TWO PITFALLS TO AVOID:
1. Overloading with buzzwords: Jargon can make the vision feel even more inaccessible and distant - make your vision tangible!
2. Neglecting interpretations: Don’t overlook the real risk that, when presented with the “bigger picture”, team members will interpret it in unique ways. Help them connect with the vision at their level.
The need for iterative understanding
Much like the way Magritte forces us to reconsider what a pipe really is, digital transformation requires teams to re-evaluate how they work. Change isn’t a one-time revelation but a series of realisations and adjustments. Accepting the process as an iterative understanding can reduce friction and resistance.
ACTIONABLE STEP:
For large projects, consider implementing phased rollouts with feedback loops. This allows teams to adapt incrementally and fosters a culture of shared understanding.
TWO PITFALLS TO AVOID:
1. Rushing the process: Too much, too soon, can overwhelm and alienate even the most adaptable team members. Balance the need for speed with frequent feedback opportunities.
2. Ignoring feedback: Failing to act on input from the team signals a lack of commitment to their experience. Don’t let those feedback sessions fall into the void.
Of course, it’s a pipe!
The Importance of communication
in creating trust
Magritte’s painting invites us to question: if this isn’t a pipe, what is it?
Similarly, effective communication during digital transformation journeys ensures that teams don’t just question “how” but feel secure in the vision of where we are going, allowing the “how” to take shape organically.
ACTIONABLE STEP:
Regularly remind your teams of the vision and the initiative’s intentions. When making decisions, share the rationale behind those decisions. Host open forums where team members can ask questions and express concerns, and where your project leaders can reiterate your shared vision.
TWO PITFALLS TO AVOID:
1. One-way communication & speed: Relying on memos or top-down announcements can increase the feeling of disconnection. Take the time to host multiple cross-team feedback sessions, they will pay off.
2. Getting lost in the details: Details are important. But sometimes, teams get stuck in the “how” and forget the vision. Gently bring them back to it and support them in letting go of the way it’s always been done.
Beyond the surface
Curiosity and awareness of perception are, dare we say it, essential in digital transformation.
Much like Magritte’s painting, this journey asks us to look beyond the surface and engage deeply with what lies beneath. When we do, the surreal becomes the achievable.
Chat with us if you need direction on how to get started.
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