"The genie is out of the bottle"

Dr. Marianne Janik, Country General Manager Microsoft SwitzerlandI meet Marianne Janik in a bright meeting room at Microsoft's modern headquarters in Wallisellen. With a clear look and a warm greeting from the German citizen, the spell is broken immediately. Ms. Janik took up her position in Switzerland nine months ago and seems to feel very much at home in her new environment.SMEs can also benefitThe first thing I want to know is whether Janik would put a question mark or an exclamation mark after the dossier title "Transform or Die". "Neither" comes the answer without hesitation and then explains that digitalization is underway and is affecting all industries. She is very convinced that the ongoing transformation process offers great opportunities for all market players and, of course, caution is required - "you have to keep your eyes open". She goes on to explain that technical possibilities such as sensors and analytics are enabling "downward scaling", allowing the entire spectrum of SMEs to benefit from opportunities that were previously only accessible to large corporations. The project mia Engiadina for example, illustrates how local and regional interests can also find a place in a networked world. And with a grin, Janik says: "The genie is out of the bottle", meaning that digitalization is an irreversible process and that Microsoft wants to help make companies of all sizes "digitally ready".Regulated sectors under pressureWho is most affected by the transformation? Marianne Janik says that regulated industries in particular are confronted with special challenges. After all, thinking about and mastering the digital transformation for your own company requires a clear view; and working out competitive advantages also requires a high degree of creativity and innovation. Janik advocates a co-creation approach here, where alternative approaches and solutions are consciously sought across industries. She is also referring to working in networks where an intensive exchange can take place."We are working intensively on the topic of digitalization"I am then interested in how the Country Manager deals with transformation in her leadership role. "The topic of transformation drives me every day. Together with the employees of Microsoft Switzerland, we are working intensively on penetrating the topic of digitalization - every day anew. To do this, we need employees who want to get fit in their private lives and at work and who also take the time to question things." It is important to Janik that she takes both young and experienced colleagues on this journey and that digital working models are practised in the company as an example. This also makes it possible to credibly and effectively support customers on their journey into the digital future.Customer instead of technology as the starting pointAnd what are the first and most important transformation objects to tackle? "Basically, we always start from the customer, or even better, from the customer's customer - I don't consider technology to be a suitable starting point." For Janik, the right sequence is people - technology - business process - business model. For her, the compelling argument is that people can tell stories that allow things to be visualized and thus simplify implementation.The challenge of correct timingWhat does Marianne Janik see as the biggest challenge of digital transformation? "The balance between the demand for total digital and the realistic speed at which an organization (people) can change. Finding the right timing is probably the biggest challenge." She adds that she has to carefully manage the dilemma between generating benefits through digitalization on the one hand and maintaining the trust of employees on the other. At the same time, Marianne Janik is concerned with the question of how an organization's willingness to change can be ensured and how an organizational structure can promote employee flexibility. She goes on to explain that values such as self-criticism, willingness to learn, self-control and openness are particularly important in recruiting.Focus on SMEsAt the end of the interview, I ask Marianne Janik what else is particularly important to her when it comes to digital transformation, to which she says: "In Switzerland in particular, Microsoft wants to make an active contribution to the discussion on the topic of digitalization. And it is even more important to me that the corresponding benefits are made visible with concrete examples, especially for SMEs.""Digital - Transform or Die" series of articlesAs part of the digital series in Marketing & Communication by Christoph Oggenfuss (markITing ag), the first three seasons were entitled "Digital - not trivial", "Digital - from Talk to Walk" and "Digital - walk before you run". The fourth season, "Digital - Transform or Die", deals with the question of the ultimate value of fundamental change.