In today’s boardrooms, the pressure to deliver rapid transformation is immense. Quarterly targets and investor expectations create the illusion that digital transformation can be executed in months. But reality tells a different story: meaningful, sustainable change takes years.
In the latest TEQ Shift Podcast, Dr. Michael Müller-Wünsch, CIO and Board Member at OTTO Group, shared hard-won lessons from leading large-scale transformation in retail. As he explained: “Real transformation isn’t a sprint — it’s a marathon. You can change tools quickly, but changing culture and mindset takes time.”
This article dives deeper into why speed is often an illusion, why patience and persistence are the real drivers of digital success, and what leaders must do to avoid burning out teams in the race for fast results.
At first glance, transformation seems like a technology problem: migrate to the cloud, implement AI, restructure teams. With the right budget and vendor support, these appear achievable in months. But what’s often overlooked is that:
Culture changes slowly. Aligning business units, encouraging autonomy, and breaking silos require trust and time.
Business models take years to evolve. Moving from catalogue-driven retail to AI-driven commerce, for example, cannot be rushed.
People need stability. Constant restructuring and shifting goals drain morale and create resistance.
Dr. Michael Müller-Wünsch summarised it clearly:
“Technology can be deployed quickly, but if the organisation isn’t ready to adapt, you only create chaos.”
Digital transformation is not just about keeping up with competitors. It’s about building systems, cultures, and strategies that can last. Patience matters because:
Sustainable adoption: Quick wins fade if teams don’t understand or trust the changes.
Avoiding burnout: Pressure to deliver “instant transformation” often leads to disillusionment, stress, and talent attrition.
Long-term alignment: Strategic transformation must serve the business vision, not quarterly performance metrics.
As CIO of one of Europe’s largest retailers, Dr. Michael Müller-Wünsch has overseen the shift from legacy catalogues to modern, AI-enabled retail. His key lessons:
Accept long timelines. True cultural change cannot be measured in quarters.
Balance autonomy and alignment. Teams need freedom to innovate but must stay connected to business goals.
Embrace diversity. Different perspectives are critical to challenge assumptions and build resilient solutions.
Communicate openly. Transparency reduces resistance and builds trust during long transformation journeys.
To avoid falling for the illusion of speed, leaders should:
Set realistic expectations. Frame transformation as a multi-year journey.
Invest in culture, not just technology. People, trust, and collaboration drive adoption.
Celebrate progress, not perfection. Recognise milestones to maintain momentum.
Be patient. Lasting change requires persistence, not constant restructuring.
The illusion of speed has trapped many organisations in cycles of failed transformations. Leaders who prioritise culture, patience, and long-term vision create the conditions for real, sustainable change.
At CREATEQ, we help enterprises navigate these journeys — balancing ambition with pragmatism, and technology with culture. Because in the end, true transformation isn’t about rushing to the finish line. It’s about building the resilience to keep running the marathon.