The keystones for digitalisation in companies, in addition to the human factor are technology, information, flexibility and creativity. For this reason, one of the main targets sought by companies must be that of locating the challenges and opportunities that digitalisation implies. These are some of the conclusions reached at the seminars “Innovate. Are you ready for tomorrow”, organised by Google for Work and Deloitte Digital. Around a hundred executives took part in the event, ready to discover the keys to digital transformation.


Flor de Esteban, an associate from Deloitte Digital, and Isaac Hernández, Country Manager for Spain and Portugal from Google for Work, opened the event.

De Esteban emphasised the rapid revolution that we are experiencing. “Customers have changed more in the past two or three years than over the past 50”, in a setting where smartphone penetration rate in Spain is the highest in Europe (81%). “This speed in changes in consumer habits makes digital transformation into an essential element that must form part of any company’s DNA”. Isaac Hernández, on the other hand, emphasised how Google’s recipe is, to tell the truth, the one that companies must follow if they do not want to miss the digital transformation train. Beatriz Lara, an expert in Innovation and Digital Transformation from Ikea, underscored that companies must face up to digital transformation as a learning process absorbed by the staff. She set the key to the success of the transition from analogical to digital in knowing what our capacities and our strengths are and being able to transfer them to the digital world.

The digital natives
The young businessmen Pablo González, CEO of the company Pangea; Adán Muñoz, Continuous Development Manager and co-founder of BQ; and Juan Urdiales, a founding partner of Job & Talent, outlined a present where digital means have priority, with clients who have an amazing capacity to adapt and with a transformation of the work environment where employees no longer see their working days as a compulsory clocking in of their eight hours, but rather they experience their work as a formula to develop the projects that they find attractive.

In the same way, these experts underlined the fact that the Millennial generation has a highly advantageous characteristic for companies: creativity. Pablo González and Adán Muñoz made a concerted effort to ensure that the companies had the capacity to evolve and adapt to these new profiles from the very beginning, without this implying the need to get rid of old habits.