While innovative digital business transformation can do wonders for an organisation, the behaviour of everyone involved from ground-floor team members to the CEO, can and does make or break any hopes of success.
There is no greater current example of improper behaviour than that of Volkswagen's former CEO, who resigned last week in the wake of the widening scandal over faked emissions testing. The VW brand promise built by many thousands of people over decades, was severely compromised by the decision to use software that could cheat customers. So has Volkswagen smashed its brand promise beyond repair? and what didn't VW understand about trust?
The decision to retain people who refuse to align with the goals and values of a transformation programme of any size permits unhealthy behaviour to thrive and eat away the healthy cells of the transformation like a cancer. When leaders fail to cut out such behaviour, they permit the spread of the cancer and jeopardise the very success of the transformation.
Listen to Apple's CEO Tim Cook talk about ethical leadership.