The Transformer’s Voice – Duncan Souster
Duncan Souster is interviewed by Martyn Cuff
| Name of Transformer | Duncan Souster |
| Context of Transformer | Duncan is the CEO of the Jubilee Sailing Trust (www.jst.org.uk), a charity which is helps people of mixed abilities and circumstances find their ability, place and potential in the world through inclusive adventures at sea. The mission is delivered through two ocean going Tall Ships called Lord Nelson and Tenacious |
| Why are transformations important? | I tend to view organisations as organic, living creatures as opposed to something static or conceptual. In this sense, the future fitness and survival of an organisation will be dependent on continuous adaptation to its operating environment.
There are millions of interconnected, dynamic factors which an organisation must manage at any one time (for example, market conditions, competitive pressure, brand perception, technological innovation) and those that do so best will emerge strongest. Transformation is how an organisation manages these changes. It is the way by which it either survives or dies. |
| How can you make transformations a success? | Some textbooks will tell you that there is a universal formula for the successful execution of a transformation. I have never found this to be the case and see the best approach as being entirely judgement-based and unique to the organisation in question.
Similarly, the notion of “success” itself is misleading, suggesting that transformations can be elegantly executed and without issue. By contrast, my experience is that meaningful change is fraught with challenge and compromise, along with a fair degree of regrettable collateral damage. There are nearly always winners and losers, along with a myriad of perspectives about what is/ has happened and the degree of progress being made. This said, for me, there are two things that need careful consideration before setting any sort of transformation agenda. 1. What is the culture of the organisation and how will any proposed transformation agenda impact on this? Culture sets the context for everything and, if not properly aligned or managed, will derail the greatest of ideas. 2. What capabilities are required to execute on the transformation and how does the current workforce align to this? For me, it is nearly always people, as opposed to the robustness of a financial argument, that define the limitations, success or failure of any change. |
| What advice would you give to someone embarking upon a transformation? | Watch the opening battle scene in the film Gladiator, which shows the Romans fighting the Barbarians in Germania.
It is about the most realistic visual depiction I have seen about the realities of leading, or participating, in a transformation. It also shows the importance of leadership, preparation, discipline, courage and resilience, which are likely to be critical to your own success, alongside the chaos, confusion, emotion, toil and sweat, and dare I say bloodshed, that will likely follow. Survive a battle like that and, like Maximus, you shall go far!! |
