Social [+] Doing– Doing means deciding

By Sebastian Thielke By Jeffrey Backus Mar 6, 2015
Social [+] Doing– Doing means deciding

Translation of the Original Article by Sebastian Thielke

In order for the digital transformation in companies to precede , companies have to act. They have to do social. It is the small steps that carry the company towards a more successful implementation. Many theories have been developed and a lot of strategies have been established. These steps are extremely important, especially for the big picture and the comprehensive change. But, very clear steps for implementation must emerge from the theoretical big picture. The method for success is the approach of small steps. This is how big pictures and theories are broken down to be easy, implementable, and tacklable. An important step for this is prerequisite: Decide. Because deciding means doing. Here you simply have to keep it. An important fictional personality has formulated a clear statement for this purpose: "Do. Or do not. There is no try."


Decision means you clearly - without a safety net - opt for a direction. That you make a decision, which obviously has far-reaching consequences. This also includes the step and the admission that existing structures have to be changed. The decision that the status quo does not stand is actually the basic entrepreneurial behavior. Just because something works currently does not mean that it carries the company even with future challenges. The Status Quo and the statement "Why should we change something, everything works." are the dead-end for businesses and their development.

Accept, develop or fail

Making the decision not to remain in their own comfort zone means to face these three aspects. Either I adapt to the market conditions, or I develop innovatively and self-driven. The failure in this situation is to remain rigid in the status quo. The company freezes through its own current success, and we know what happened to the frozen - they are extinct.  

Bypass the consequence trap

Deciding is, of course, to consider other options and possibilities to be irrelevant at first. It does not mean, however, that the decision is infallible. The usual problem here is the consequence trap - we have made a decision and now we have to go through with it. This trap can and must be escaped, otherwise you move inexorably towards the failure. Of course, you try to justify and weigh the decision through risk analyzes, forecasts and estimates. At some point, you reach the conclusion, though, that it was the wrong decision. The answer here is: Error culture. The error of the incorrect decision must be recognized as such, recognized, used and evaluated.

Decisions, Mistakes and Doing

The error culture provides a dynamic development for decisions. That way embarked paths, defined objectives and major projects can be adapted and redirected without putting the organization or the project at risk.

  • Deciding means doing.
  • Deciding means creating consequences.
  • Deciding means accepting mistakes.
  • Deciding means to learn and develop from mistakes.
  • Deciding means implementing.

Often the digital transformation or the social business implementation fails just at the clear decision. You like going into the safe haven of "Let’s test this" and "Let's set up a business independent pilot without consequences" and then you can indeed ignore it better. Unfortunately, the challenge of the digital transformation cannot be ignored. It changes the market, the requirements and your own actions. Companies need to get down to business and decide.

Über die Autoren

Sebastian Thielke Consultant Digital Transformation
Social Business and Enterprise 2.0 - Strategy Development, Enablement, Communications and Value added with the main focus on: People form the company.

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Jeffrey Backus