To convert skeptics during a new tech rollout, focus on identifying the first small, tangible instance of the new process impacting a key business KPI. Then, amplify and "shout about" that specific win to publicly demonstrate value and build crucial momentum with the wider team.
Post-implementation, teams often fail to adopt new tools because their identity is tied to building things. The crucial shift is to embrace using and optimizing existing platforms to orchestrate experiences, a different mindset that requires explicit management and retraining.
During the messy middle of a technology rollout, executive success isn't about top-down directives. It’s about staying close enough to understand the team's choices and using one-on-one time with partners to collaboratively resolve small challenges before they escalate.
Teams ignore training because they don't understand how it benefits them personally. True adoption requires linking the new process to what matters to them individually—making their job easier, faster, or more impactful—which is often not a one-size-fits-all message.
To move fast without fragmenting, design operating models that are rigid about achieving core business metrics but adaptable in how teams get there. For example, require campaign approvals (inflexible goal) but allow for methods that don't create hard-stop bottlenecks (flexible process).
While many leaders feel behind on AI, there's a strategic benefit to having waited. Cautious brands can now learn from the costly mistakes and "battle scars" of early movers, allowing them to implement AI more effectively and with less business risk.