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If there is one thing we’ve learned from the early 2020s so far, it’s that nothing is predictable. By being aware that there is no longer any “normal” situation, executives can focus on what the business does best...

How technology executives can lead from the front in 2022

Author: Ersel Akpinar, Principal Lawyer

31 January 2022

If there is one thing we’ve learned from the early 2020s so far, it’s that nothing is predictable. By being aware that there is no longer any “normal” situation, executives can focus on what the business does best...

“Unprecedented times” has become one of the defining phrases to emerge from the global pandemic. So how can executives in the tech space best position themselves, their teams and their organisations to lean into an uncertain future, and go from strength to strength?

Let’s look at some of the key issues that might face company executives in the coming 12 months.

1. Organisational agility remains key

If there is one thing we’ve learned from the early 2020s so far, it’s that nothing is predictable. By being aware that there is no longer any “normal” situation, executives can focus on what the business does best, ensuring that the service or product being provided to customers is top quality.

Ensuring your organisation has the ability to pivot is essential for security and stability. Although it is still important to have long-term plans, it is perhaps more important to ensure that business direction can swiftly change if necessary. Depending on your business risk appetite, this may include ensuring that new commercial partners are on-boarded quickly and that strategic collaborations provide quick results. This requires reliance on agility in prioritisation.

2. Focus on personalisation

It is crucial for businesses to ensure that they are finding new ways to keep customers happy and connected, even if they are isolated. This includes personalising user experiences, and giving customers more autonomy in how they interact with your business.

The effects of geographical distance and increasingly depersonalised interactions can be diminished by customers feeling they are understood, even though they may be dealing with your organisation remotely or with AI rather than a human.

In a Builtin report, Expedia Group’s VP of Information Technology Chris Burgess says personalised marketing where promotional content is targeted on an individual basis will be particularly useful in 2022.

Read about some other key technology trends and how they can be adapted to commercial advantage in our article What impact can emerging tech trends have on business?

3. Support employee efficiency

According to Burgess, there are also gains to be made in how companies support employees to do their jobs. This includes implementing streamlined user workflows through tools like Slack, standardising APIs and updating user interfaces, for example digital whiteboards to encourage real-time collaboration.

“As we see more non-human interactions for support in our personal lives — for example, chatbots for banking, grocery shopping or booking a flight — this trend should also be reflected within the workplace,” he told Builtin.

“It’s a fair expectation that workers want to jump into a quick chat when searching for help and how-tos, rather than calling a help desk or messaging their colleague.”

4. Think outside the local talent square

The global pandemic is changing the talent equation. In some cases, experts in their fields have left large cities and returned home to be closer to their families. In other cases, highly skilled workers are unable or unwilling to relocate to pursue career opportunities.

Medallia’s Chief Product Officer Sarika Khanna told Builtin, “if there is one silver lining to the pandemic, it has shown us all the benefits of reducing geographical boundaries on hiring.”

In a world where remote working arrangements are likely here to stay for the long haul, adopting this kind of attitude towards employing new staff permits leaders to hire the employees who are the best fit for the organisation, regardless of their physical location.

An additional focus for refined hiring practices is hiring staff who have good potential for upskilling, which fits in with an agile and adaptable workplace, rather than hiring according to specific skillsets that may become dated if organisational direction needs to change.

5. Outsource strategic partnerships where appropriate

Increased flexibility and agility is resulting in an emerging trend of business leaders outsourcing areas of expertise where appropriate. For example, rather than hiring a legal team that is not fully optimised, there is a strong strategic advantage in outsourcing a company secretarial or general counsel role. Other examples could include outsourcing roles traditionally managed by chief financial officers or a corporate risk team.

Despite all of the doom and gloom, some of these suggestions may offer a genuine silver lining for executives who are prepared to re-define the way their organisations are positioned in 2022.

For more information or if you have any questions, please get in touch with the Lawthentic team.

About Lawthentic | Commercial Lawyers

Based in Sydney, Lawthentic provides high-level, specialist, commercial and corporate legal advice to business Australia-wide and across APAC. We deliver progressive end-to-end commercial law services that address the full spectrum of legal issues a business may encounter, driving “Real Progress for Enterprise”. Our legal services cover all areas of Commercial law, Corporate law, Intellectual Property law, Data and Technology law, Regulatory Compliance, and Dispute Resolution. We work with medium to large corporate businesses looking for friendlier and more cost-efficient legal services without compromising on expertise. We provide in-house, face-to-face, or remote support from our offices in Sydney.

About the Author

Ersel Akpinar, Principal Lawyer

Ersel is a Principal Lawyer, Founder and the Director of Lawthentic. He is a commercial lawyer with over 20 years’ experience working with a wide range of businesses in Australia and across the Asia Pacific region. Having started his career at top-tier US and Australian law firms, he is an accomplished, specialist and progressive legal advisor who is uncompromisingly dedicated to his clients. As a business enabler, a critical thinker and an interpreter of the law, Ersel believes in helping business to do business. Read more about Ersel >

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