Help Guide: The Power of a Shared Roadmap in Business Transformation


In the realm of business transformation, a vision may set the destination, but it’s the roadmap that outlines how to get there. Just as a traveller benefits from understanding the terrain they’ve crossed and the milestones they’ve reached, businesses too thrive when there’s a collective appreciation of the journey’s progress. Let’s delve into the importance of sharing the roadmap and celebrating progress in business transformation.

The Crucial Role of a Shared Roadmap

Guided Decision Making: A collective understanding of the roadmap ensures that everyone, from leadership to frontline employees, makes decisions aligned with the transformation journey’s trajectory.

Reducing Ambiguity: A clear, shared roadmap reduces uncertainties. Everyone knows the next steps, making the transformation journey predictable and manageable.

Building Momentum: Celebrating milestones and recognizing progress boosts morale. It reinforces the belief that transformation is not just feasible but is actively unfolding.


The Perils of an Unclear Journey

Kodak: A Picture of Uncertainty

Kodak, once synonymous with photography, serves as a poignant case of missed opportunities. The company invented the first digital camera in 1975 but hesitated in capitalizing on the innovation, fearing it would cannibalize their film business.

Employee Confusion: With the digital age dawning, many Kodak employees saw potential in the new technology. However, without a clear roadmap, they faced confusion about the company’s priorities. Should they be focusing on improving the existing film technology, or should they be exploring digital photography?

Talent Drain: The ambiguity in direction and the delay in embracing digital meant that many forward-thinking employees, keen on working with emerging technologies, sought opportunities elsewhere where the path was clearer.

Diminished Morale: As competitors began to seize the digital market, Kodak employees inevitably felt the pressure. The lack of a roadmap or clear strategy to address these challenges left many feeling disillusioned about the company’s future.


Blackberry: Lost in Transition

Blackberry, once a market leader in business smartphones, underestimated the consumer shift towards touch-friendly, app-centric phones led by Apple and Android.

Directional Ambiguity: While Blackberry did recognize the need to evolve, the lack of a clear roadmap on how to achieve this created ambiguity. Employees were torn between refining what they knew best (keyboard-centric devices focused on business consumers) and venturing into unfamiliar territories of touchscreens and app ecosystems.

Innovation Stagnation: Without a well-defined path, departments within Blackberry struggled to innovate cohesively. Some teams might have come up with ground-breaking features, but without integration into a broader transformational plan, these innovations often failed to see the light of day or make a significant impact.

Employee Disengagement: As competitors like Apple and Samsung began to dominate, the lack of a roadmap made it difficult for employees to see a future where Blackberry could regain its leadership. This uncertainty often led to lower motivation levels, reduced commitment, and a feeling of being adrift without clear direction.

In both these cases, the absence of a clear, communicated roadmap contributed not just to business missteps but also to challenges in employee engagement, morale, and retention. These examples underscore the critical nature of a shared roadmap in guiding companies and their employees through transformative journeys.


The Transformative Power of Recognising Progress

Ford’s Comeback: In the late 2000s, when other automakers sought bailouts, Ford decided to transform itself. They continuously shared their roadmap with employees and stakeholders, celebrating progress at each phase. This clarity in their journey, paired with recognising milestones, played a role in their remarkable turnaround.

Netflix’s Shift: From a DVD rental service to a streaming giant, Netflix has continuously adapted. They’ve kept their stakeholders informed of their roadmap, making shifts like moving to original content. Recognising and communicating each successful pivot has been crucial in their sustained dominance.

Strategies for Sharing the Roadmap and Recognising Progress

Regular Check-ins: Periodic meetings to discuss where the company is on its roadmap helps keep everyone aligned.

Milestone Celebrations: Acknowledge and celebrate small victories. This not only boosts morale but reinforces the value of the transformation.

Visual Tools: Use charts, graphs, and dashboards that depict progress. Visuals can often convey the journey’s status far more powerfully than words.

Feedback Loops: Encourage departments to share their progress and challenges. This promotes a sense of unity and mutual understanding of the journey.


Leading Companies and Their Shared Journeys

Amazon: Jeff Bezos’ annual letters to shareholders often outline Amazon’s roadmap and celebrate their progress, ensuring that everyone, from shareholders to employees, understands the journey.

Tesla: Through regular updates and events, Elon Musk shares Tesla’s roadmap, from vehicle releases to energy initiatives, ensuring that the company’s journey and progress are transparent to all.



In business transformation, the roadmap – detailing the journey and its progress – is as crucial, if not more so, than the vision itself. For businesses aiming to evolve and adapt in today’s fast-paced world, sharing the roadmap and recognising progress isn’t just a strategy; it’s the key to transformational success.

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