{"id":19949,"date":"2023-06-27T11:12:21","date_gmt":"2023-06-27T14:12:21","guid":{"rendered":"https:\/\/www.bridgeconsulting.com.br\/?p=19949"},"modified":"2026-07-22T12:35:12","modified_gmt":"2026-07-22T15:35:12","slug":"por-que-muitas-iniciativas-de-transformacao-digital-estao-falhando-parte-3","status":"publish","type":"post","link":"https:\/\/www.bridgeconsulting.com.br\/artigos\/por-que-muitas-iniciativas-de-transformacao-digital-estao-falhando-parte-3\/","title":{"rendered":"Por que muitas iniciativas de Transforma\u00e7\u00e3o Digital est\u00e3o falhando? | Parte 3"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”10px” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bg_color=”#eff0f4″ scene_position=”center” top_padding=”30″ bottom_padding=”30″ left_padding_desktop=”30″ right_padding_desktop=”30″ text_color=”dark” text_align=”left” row_border_radius=”5px” row_border_radius_applies=”bg” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_color=”#dd3333″ shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”waves” gradient_type=”default”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_custom_heading text=”Navegue pelo conte\u00fado:” font_container=”tag:h2|font_size:18|text_align:left|color:%234f4f4f|line_height:1″ google_fonts=”font_family:Montserrat%3Aregular%2C700|font_style:700%20bold%20regular%3A700%3Anormal”][vc_custom_heading text=”\u2022 O fator determinante: a cultura organizacional” font_container=”tag:h3|font_size:16|text_align:left|color:%234f4f4f|line_height:1″ use_theme_fonts=”yes” link=”url:%23fator-determinante-a-cultura-organizacional”][vc_custom_heading text=”\u2022 Conclus\u00e3o da s\u00e9rie” font_container=”tag:h3|font_size:16|text_align:left|color:%234f4f4f|line_height:1″ use_theme_fonts=”yes” link=”url:%23conclusao”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”fator-determinante-a-cultura-organizacional” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”3\/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”line-reveal-by-space” font_style=”h2″ text_color=”#1c1c1c” line_reveal_by_space_text_effect=”letter-reveal-bottom” content_alignment=”default” mobile_content_alignment=”inherit” link_target=”_self” link_indicator=”true” link_indicator_bg_color=”#e66140″ link_indicator_icon_color=”#005c7b” text_content=”O fator determinante: a cultura organizacional” font_size=”26″][\/split_line_heading][vc_column_text css=”.vc_custom_1784734184777{padding-right: 10% !important;}”]Este \u00e9 o terceiro artigo de uma s\u00e9rie em que analisamos os principais motivos que fazem empresas fracassarem em suas iniciativas de Transforma\u00e7\u00e3o Digital. Se voc\u00ea perdeu os primeiros, confira os links: parte 1<\/a> <\/span>e parte 2<\/a><\/span>. Nos conte\u00fados anteriores, abordamos o papel fundamental da lideran\u00e7a de TI e da arquitetura empresarial.<\/span><\/p>\n

Para fechar a s\u00e9rie, abordarei o fator determinante que tem levado empresas a fracassarem nas tentativas de transformar digitalmente seus neg\u00f3cios: a cultura organizacional. Para come\u00e7ar, precisamos voltar \u00e0s bases que moldaram o que entendemos por cultura nas organiza\u00e7\u00f5es hoje. Segundo Edgar Schein, um dos principais pensadores sobre o tema, a cultura pode ser entendida como um modelo de pressupostos compartilhados que as pessoas aprendem \u00e0 medida que resolvem problemas de adapta\u00e7\u00e3o externa e integra\u00e7\u00e3o interna e pode ser percebida em tr\u00eas n\u00edveis distintos nas organiza\u00e7\u00f5es:<\/span>[\/vc_column_text][divider line_type=”No Line”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”20″ column_element_spacing=”default” background_color=”#f4f4f4″ background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” enable_animation=”true” animation=”reveal-from-left” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][divider line_type=”No Line” custom_height=”10″]

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  • Artefatos:<\/strong> s\u00e3o os itens mais tang\u00edveis da cultura, tais quais a forma de se vestir, o ambiente f\u00edsico, os processos e o tipo de narrativa que as pessoas usam.<\/span><\/li>\n<\/ul>\n <\/div>
    <\/div><\/div>[\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”20″ column_element_spacing=”default” background_color=”#f4f4f4″ background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” enable_animation=”true” animation=”reveal-from-left” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][divider line_type=”No Line” custom_height=”10″]
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    • Valores compartilhados:<\/strong> aqui, encontram-se as estrat\u00e9gias, a vis\u00e3o de futuro e a filosofia de trabalho da organiza\u00e7\u00e3o.<\/span><\/li>\n<\/ul>\n <\/div>
      <\/div><\/div>[\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” bottom_margin=”20″ column_element_spacing=”default” background_color=”#f4f4f4″ background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” enable_animation=”true” animation=”reveal-from-left” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][divider line_type=”No Line” custom_height=”10″]
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      • Pressupostos b\u00e1sicos:<\/strong> s\u00e3o as cren\u00e7as mais profundas e menos vis\u00edveis da cultura. S\u00e3o valores inconscientes que est\u00e3o na raiz da organiza\u00e7\u00e3o em geral desde sua funda\u00e7\u00e3o, tendo grande influ\u00eancia da forma como fundadores moldaram os primeiros atos da empresa.<\/span><\/li>\n<\/ul>\n <\/div>
        <\/div><\/div>[\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_widget_sidebar enable_sticky=”true” sidebar_id=”page-sidebar”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color=”#03185a” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” column_position=”default” enable_gradient=”true” color_overlay=”#03185a” color_overlay_2=”#0a4dff” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”1″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” gradient_type=”default”][vc_column_text]Mas por que conceituar a teoria de cultura organizacional para falar de Transforma\u00e7\u00e3o Digital? Simplesmente pelo fato de a Transforma\u00e7\u00e3o Digital n\u00e3o ser uma transforma\u00e7\u00e3o tecnol\u00f3gica, mas uma transforma\u00e7\u00e3o cultural para a maioria das organiza\u00e7\u00f5es.<\/strong><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”como-minimizar-o-risco-de-ruptura-das-iniciativas-de-transformacao-digital” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1784734078373{padding-right: 10% !important;}”]Para que tudo isso fa\u00e7a algum sentido, \u00e9 importante investigarmos de tr\u00e1s para frente: como funciona a cultura organizacional de uma empresa nativa digital? Vamos trabalhar com uma empresa fict\u00edcia do setor financeiro, nascida e projetada para ser uma organiza\u00e7\u00e3o digital: o TechBank* (nome fict\u00edcio assim como os pr\u00f3ximos detalhes).<\/span><\/p>\n

        A CEO do TechBank, Luiza*, recentemente falou para investidores e para a sociedade:<\/span><\/p>\n

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        \u201cN\u00f3s nascemos para resolver a dor principal de quem precisa de um banco \u2013 o relacionamento. Somos aficionados por ter uma rela\u00e7\u00e3o mais humana e pr\u00f3xima poss\u00edvel do nosso cliente final, mesmo que por meio de canais digitais, fortemente suportada por an\u00e1lise de dados. A hora que uma pessoa precisa de um banco, em geral, \u00e9 para realizar um sonho material ou para conseguir sair de uma situa\u00e7\u00e3o financeira ruim em que se encontra. Seja em um ou outro, estaremos aqui para entender individualmente cada demanda e atend\u00ea-la da forma mais sens\u00edvel poss\u00edvel<\/em>\u201d.<\/span><\/p>\n<\/blockquote>\n

        Luiza \u00e9 uma das fundadoras do TechBank. Foi executiva dos grandes bancos nacionais e, quando recebeu o convite para empreender com seu s\u00f3cio e amigo de banco Pedro, n\u00e3o hesitou. Por anos, questionava se a forma como o antigo banco dela trabalhava a rela\u00e7\u00e3o com o cliente final fazia sentido.<\/span><\/p>\n

        Mesmo com pouco conte\u00fado, conseguimos fazer um raio-x bem profundo da fala da CEO:<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”como-minimizar-o-risco-de-ruptura-das-iniciativas-de-transformacao-digital” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”padding-1-percent” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”3px” column_border_color=”#efefef” enable_border_animation=”true” gradient_type=”default” border_animation_delay=”150″][divider line_type=”No Line” custom_height=”10″][nectar_icon_list animate=”true” color=”extra-color-gradient-1″ direction=”vertical” icon_size=”large” icon_style=”border”][nectar_icon_list_item icon_type=”numerical” text_full_html=”html” title=”List Item” id=”1784734380354-7″ tab_id=”1784734380354-7″]Acreditam que os bancos servem para atender as pessoas em momentos importantes, seja em sonhos materiais ou em momentos de grande dificuldade financeira. Aqui, j\u00e1 se plantam pressupostos b\u00e1sicos muito fortes. O valor de \u201cservir ao cliente\u201d e o entendimento emp\u00e1tico do momento no qual a jornada do cliente ir\u00e1 se aproximar dos processos do banco.<\/span>[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”numerical” text_full_html=”html” title=”List Item” id=”1784734380364-9″ tab_id=”1784734380364-6″]Estabelecem desde cedo que a an\u00e1lise de dados \u00e9 o caminho para conseguir projetar produtos e servi\u00e7os, al\u00e9m de canais de atendimento, que tornem a rela\u00e7\u00e3o com cada cliente mais pr\u00f3xima.<\/span>[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”numerical” text_full_html=”html” title=”List Item” id=”1784734380373-0″ tab_id=”1784734380373-10″]Querem ser tecnologicamente vanguarda, sem perder a humanidade. Isso traz para todo o planejamento digital diretrizes muito s\u00f3lidas e valores a serem mantidos.<\/span>[\/nectar_icon_list_item][\/nectar_icon_list][divider line_type=”No Line” custom_height=”10″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”como-minimizar-o-risco-de-ruptura-das-iniciativas-de-transformacao-digital” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1687977241463{padding-right: 10% !important;}”]\u00c9 amplamente sabido que discursos de CEO n\u00e3o necessariamente correspondem ao que se v\u00ea na realidade operacional das empresas. Por\u00e9m, neste exemplo, vamos considerar que o relatado por Luiza reflete bem a realidade dos corredores do TechBank.<\/span><\/p>\n

        Quando analisamos um conjunto de empresas que j\u00e1 passaram por jornadas bem-sucedidas de Transforma\u00e7\u00e3o Digital, vemos tra\u00e7os culturais que se assemelham ao relato da Luiza. Alguns desses tra\u00e7os s\u00e3o:<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”como-minimizar-o-risco-de-ruptura-das-iniciativas-de-transformacao-digital” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”padding-1-percent” column_padding_position=”left-right” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”5px” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”3px” column_border_color=”#efefef” enable_border_animation=”true” gradient_type=”default” border_animation_delay=”150″][divider line_type=”No Line” custom_height=”10″][nectar_icon_list animate=”true” color=”extra-color-gradient-2″ direction=”vertical” icon_size=”large” icon_style=”border”][nectar_icon_list_item icon_type=”numerical” text_full_html=”html” title=”List Item” id=”1784734380414-2″ tab_id=”1784734380414-1″]Conseguem sair do discurso e vivenciar na pr\u00e1tica o que \u00e9 uma empresa orientada a dados. As disciplinas de gest\u00e3o, qualidade e governan\u00e7a de dados sa\u00edram do papel e regem o cotidiano da organiza\u00e7\u00e3o.<\/span>[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”numerical” text_full_html=”html” title=”List Item” id=”1784734380421-5″ tab_id=”1784734380422-6″]Orientam primariamente a an\u00e1lise de dados para entender o cliente final e dominar suas prefer\u00eancias, h\u00e1bitos e caracter\u00edsticas. Podem, assim, projetar produtos e servi\u00e7os de forma mais assertiva, al\u00e9m de operar em m\u00faltiplos canais digitais de relacionamento.<\/span>[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”numerical” text_full_html=”html” title=”List Item” id=”1784734380430-0″ tab_id=”1784734380430-3″]Usam a tecnologia para alavancar prop\u00f3sitos que inspiram e n\u00e3o t\u00eam na tecnologia um fim por si s\u00f3. Seja a neutralidade de carbono e agenda verde, passando por reduzir o risco do desequil\u00edbrio alimentar indo at\u00e9 disseminar de forma contundente pr\u00e1ticas de diversidade e inclus\u00e3o \u2013 empresas na vanguarda da Transforma\u00e7\u00e3o Digital usaram o \u201cdigital\u201d para potencializar prop\u00f3sitos inspiradores que v\u00e3o al\u00e9m da gera\u00e7\u00e3o de resultado financeiro de curto prazo.<\/span>[\/nectar_icon_list_item][nectar_icon_list_item icon_type=”numerical” text_full_html=”html” title=”List Item” id=”1784734380439-2″ tab_id=”1784734380440-3″]O quarto ponto que destaco dessas culturas \u00e9 a colabora\u00e7\u00e3o e a horizontaliza\u00e7\u00e3o da organiza\u00e7\u00e3o. Os modelos hier\u00e1rquicos cl\u00e1ssicos de comando e controle n\u00e3o funcionam no ambiente digital. A agilidade passa a ser lugar comum na modalidade de trabalho e a integra\u00e7\u00e3o de times diversos se torna o combust\u00edvel para ampliar a capacidade de inovar, entender o cliente e continuamente aprimorar processos e tecnologias.<\/span>[\/nectar_icon_list_item][\/nectar_icon_list][divider line_type=”No Line” custom_height=”10″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”como-minimizar-o-risco-de-ruptura-das-iniciativas-de-transformacao-digital” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1784734411094{padding-right: 10% !important;}”]Para identificar um poss\u00edvel risco cultural, observe se a organiza\u00e7\u00e3o apresenta baixa orienta\u00e7\u00e3o por dados, pouco conhecimento sobre o cliente, uso de tecnologia sem conex\u00e3o com um prop\u00f3sito claro e baixa colabora\u00e7\u00e3o entre \u00e1reas.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”2%” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”conclusao” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][split_line_heading animation_type=”line-reveal-by-space” font_style=”h2″ text_color=”#1c1c1c” line_reveal_by_space_text_effect=”letter-reveal-bottom” content_alignment=”default” mobile_content_alignment=”inherit” link_target=”_self” text_content=”Conclus\u00e3o” font_size=”26″][\/split_line_heading][vc_column_text css=”.vc_custom_1687886050386{padding-right: 10% !important;}”]Empresas tradicionais nascidas no mundo anal\u00f3gico e linear t\u00eam demonstrado dificuldades de transitar para modelos de neg\u00f3cio digitais. Dentre as dificuldades apresentadas ao longo da s\u00e9rie dos tr\u00eas artigos, falamos sobre o papel da lideran\u00e7a de tecnologia, sobre a arquitetura empresarial e agora sobre cultura organizacional.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”conclusao” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1784734500388{padding-right: 10% !important;}”]Particularmente, considero a cultura como a vari\u00e1vel mais importante. Ela pode colocar em risco todo o investimento feito em novas lideran\u00e7as e em tecnologias. A cultura n\u00e3o se muda do dia para a noite. A cultura n\u00e3o se muda apenas com frases de efeito nos materiais de propaganda.<\/span><\/p>\n

        Cultura \u00e9 o conjunto de todas as cren\u00e7as, formas arraigadas de trabalho e mecanismos existentes.Se a sua organiza\u00e7\u00e3o apresenta alguns desses sinais de risco cultural, recomendamos que fa\u00e7a uma revis\u00e3o completa dos assuntos abordados antes de pegar a estrada. Se a sua empresa fosse um ve\u00edculo e a jornada pela frente fosse a Transforma\u00e7\u00e3o Digital, a cultura \u00e9 o seu motor. N\u00e3o pegue a estrada sem saber se o seu motor est\u00e1 apto a te levar ao destino ou se amea\u00e7a a sua pr\u00f3pria exist\u00eancia.<\/span><\/p>\n

        Na Bridge, lidamos com desafios de Transforma\u00e7\u00e3o Digital e revis\u00e3o da arquitetura de empresas h\u00e1 mais de uma d\u00e9cada. Se o assunto for do seu interesse, entre em contato conosco para continuarmos essa conversa.<\/span>[\/vc_column_text][divider line_type=”No Line”][nectar_btn size=”large” open_new_tab=”true” button_style=”regular” button_color_2=”Extra-Color-1″ icon_family=”default_arrow” text=”FALE COM UM DOS NOSSOS ESPECIALISTAS” url=”\/contato”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1687885752542{padding-right: 10% !important;}”]*Nota do autor: mesmo que exista algum banco na vida real com nome parecido, ou CEO, aqui \u00e9 uma cria\u00e7\u00e3o apenas did\u00e1tica.<\/em><\/span><\/p>\n

        *Prontid\u00e3o digital: a capacidade de um indiv\u00edduo de lidar com as tecnologias b\u00e1sicas que est\u00e3o dispon\u00edveis hoje no ambiente de trabalho e no cotidiano, tais quais os sistemas de pagamento, aplicativos, sistemas de mensageria, e-mail, chats e similares.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” equal_height=”yes” content_placement=”middle” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” bg_color=”#eff0f4″ scene_position=”center” bottom_padding=”-20%” text_color=”dark” text_align=”left” row_border_radius=”10px” row_border_radius_applies=”both” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” centered_text=”true” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][image_with_animation image_url=”22942″ image_size=”full” animation_type=”entrance” animation=”Grow In” hover_animation=”zoom” alignment=”center” img_link_target=”_blank” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” img_link=”https:\/\/www.linkedin.com\/in\/carlosedcarvalho\/”][\/vc_column][vc_column column_padding=”padding-2-percent” column_padding_tablet=”padding-3-percent” column_padding_phone=”padding-3-percent” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”5\/6″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” n_phone=”default”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”5\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_cta btn_style=”see-through” heading_tag=”h4″ text_color=”#191919″ button_color=”default” button_border_thickness=”0px” link_type=”new_tab” alignment=”left” alignment_tablet=”default” alignment_phone=”default” display=”block” display_tablet=”inherit” display_phone=”inherit” link_text=”Carlos Eduardo C. de Carvalho” url=”https:\/\/www.bridgeconsulting.com.br\/artigos\/?s=Carlos+eduardo”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/6″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_icon icon_family=”fontawesome” icon_style=”default” icon_color_type=”color_scheme” icon_color=”Extra-Color-1″ open_new_tab=”true” icon_padding=”0px” pointer_events=”all” icon_fontawesome=”fa fa-linkedin-square” url=”https:\/\/www.linkedin.com\/in\/carlosedcarvalho\/” icon_size=”30″][\/vc_column_inner][\/vc_row_inner][divider line_type=”Small Line” line_alignment=”default” line_thickness=”1″ divider_color=”default” custom_line_width=”300″][vc_column_text]Fundador e CEO da Bridge & Co., \u00e9 Engenheiro de Produ\u00e7\u00e3o e Mestre pela COPPE\/UFRJ. Possui MBA Executivo pela Funda\u00e7\u00e3o Dom Cabral e especializa\u00e7\u00e3o em Plataformas Digitais pelo MIT. \u00c9 especialista em Business Transformation com \u00eanfase em automa\u00e7\u00e3o de processos, an\u00e1lise avan\u00e7ada de dados e Intelig\u00eancia Artificial. Atua tamb\u00e9m como palestrante, autor e professor de p\u00f3s-gradua\u00e7\u00e3o em institui\u00e7\u00f5es como UFRJ, FGV e UFJF.<\/span>[\/vc_column_text][divider line_type=”No Line”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”extra-color-3″ animate=”yes” custom_height=”20″][divider line_type=”No Line” custom_height=”40″][split_line_heading animation_type=”line-reveal-by-space” font_style=”p” text_color=”#1c1c1c” line_reveal_by_space_text_effect=”letter-reveal-bottom” content_alignment=”default” mobile_content_alignment=”inherit” link_target=”_self” text_content=”Conte\u00fado relacionado” font_size=”20″][\/split_line_heading][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” equal_height=”yes” content_placement=”top” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” top_margin=”20″ bottom_margin=”20″ column_element_spacing=”default” background_color=”#111111″ background_color_opacity=”0.6″ background_color_hover=”#3d3d3d” background_hover_color_opacity=”0.7″ background_image=”25013″ background_image_position=”center center” enable_bg_scale=”true” background_image_loading=”default” column_shadow=”small_depth” column_border_radius=”10px” column_link_target=”_self” column_position=”default” boxed=”true” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” enable_animation=”true” animation=”reveal-from-bottom” bg_image_animation=”none” parallax_bg=”true” parallax_bg_speed=”minimum” border_type=”simple” column_border_width=”none” gradient_type=”default”][vc_row_inner equal_height=”yes” content_placement=”bottom” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_blank” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line”][nectar_btn size=”small” open_new_tab=”true” button_style=”see-through-3″ color_override=”#ffffff” hover_text_color_override=”#ffffff” icon_family=”none” el_class=”\u2022 external-button-1″ text=”Blog” url=”https:\/\/www.youtube.com\/@bridge__co”][nectar_cta btn_style=”see-through” heading_tag=”h3″ text_color=”#ffffff” button_color=”default” button_border_thickness=”0px” link_type=”new_tab” alignment=”left” alignment_tablet=”default” alignment_phone=”default” display=”block” display_tablet=”inherit” display_phone=”inherit” link_text=”Por que muitas iniciativas de Transforma\u00e7\u00e3o Digital est\u00e3o falhando? | Parte 1″ url=”\/artigos\/por-que-muitas-iniciativas-de-transformacao-digital-estao-falhando\/”][divider line_type=”No Line”][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” top_margin=”20″ bottom_margin=”20″ column_element_spacing=”default” background_color=”#0a0a0a” background_color_opacity=”0.6″ background_color_hover=”#303030″ background_hover_color_opacity=”0.7″ background_image=”25035″ background_image_position=”center center” enable_bg_scale=”true” background_image_loading=”default” column_shadow=”none” column_border_radius=”10px” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” enable_animation=”true” animation=”reveal-from-bottom” bg_image_animation=”none” border_type=”simple” column_border_width=”none” gradient_type=”default” delay=”200″][vc_row_inner equal_height=”yes” content_placement=”bottom” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_blank” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line”][nectar_btn size=”small” open_new_tab=”true” button_style=”see-through-3″ color_override=”#ffffff” hover_text_color_override=”#ffffff” icon_family=”none” el_class=”\u2022 external-button-1″ text=”Blog” url=”https:\/\/www.youtube.com\/@bridge__co”][nectar_cta btn_style=”see-through” heading_tag=”h3″ text_color=”#ffffff” button_color=”default” button_border_thickness=”0px” link_type=”new_tab” alignment=”left” alignment_tablet=”default” alignment_phone=”default” display=”block” display_tablet=”inherit” display_phone=”inherit” link_text=”Por que muitas iniciativas de Transforma\u00e7\u00e3o Digital est\u00e3o falhando? 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