Jordan Morrow Of BrainStorm On How To Use Digital Transformation To Take Your Company To The Next Level

An Interview With Fotis Georgiadis

Learn Fast — Build a true culture of iteration and learning fast. If people feel that if they fail with data or digital technology, they may not want to use it. Empower them to know that they can use the data and technology without fear of reprisal. Let them learn.

As part of our series about “How To Use Digital Transformation To Take Your Company To The Next Level”, I had the pleasure of interviewing Jordan Morrow.

Jordan Morrow is known as the “Godfather of Data Literacy”, having helped pioneer the field by building one of the world’s first data literacy programs and driving thought leadership. Jordan is Vice President and Head of Data & Analytics at BrainStorm, Inc., and a global trailblazer in the world of data literacy. When not found within data and analytics, Jordan can be found with his family or within another passion of his, fitness.

Thank you so much for joining us in this interview series. Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

I would say that I have had a love of mathematics for a long time, but my career in data and analytics got its foot hold while working at a large financial services company. I then had the pleasure of joining Qlik, where I helped pioneer and invent the entire field of data literacy. My first idea for data literacy, which no, I had no idea that’s what I was diving into, was when I was with the large financial services firm. While there, I would train users on the dashboards or things we built, but that is not training people on how to use data. I created a plan to teach them to do basic statistics or whatever else, it has been a while and I don’t remember the exact plan, but it was denied, I was told no. So, I did not build it there, but a job at Qlik opened the door and the rest is history, as they say.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘takeaways’ you learned from that?

This was a funny mistake during my time in data literacy, but not at the beginning. This was one where it was more in how I was traveling than doing things in data literacy. Over a 10-day period, I was traveling to three different continents and in five countries. The whole of the trips maybe have been 3 weeks, but in that 10-day period, I was very tired. I got home on a Friday afternoon, wanted to stay up, and before I know it, I was out. I did not know when I woke up again, maybe the middle of the night, but I was exhausted.

This was a humbling learning experience overall for me, not just this trip, but what my work with data literacy did. I got burned out; I went out too much. Through this experience, I learned to scale back, I hope, and to take better care of myself. I hope I’m better now at being smart with my time and doing things right.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

There is multiple. First, Kevin Hanegan, the Chief Learning Officer for Qlik. He is the one who hired me and gave me freedom to do my thing with data literacy. Second, Helene Kerper at Qlik. She is in marketing and helped push things forward for me. Helene getting me in front of the marketing there, and the marketing group did a lot for me…If I am not mistaken, she may have been the one who told me to be on LinkedIn and may have used the term “Thought Leader”. Finally, and certainly not least, but at the top is my wife. She dealt with constant traveling and still puts up with my hectic schedule at times, but throughout she has been wonderful and supported me in such a way to keep data literacy rolling for me.

Is there a particular book, podcast, or film that made a significant impact on you? Can you share a story or explain why it resonated with you so much?

First, I would say it is the podcast “Trail Runner Nation”. I love to push my limits and see what I can do. It may have been through that podcast that I was motivated to run my first ultra-marathon. I am not sure I would have known of that world without that podcast. I have now run multiple ultra-marathons and fitness is an exceptionally large part of my life.

Second, there are too many books to share, but here are a couple to think about: the Freakonomics series, such an interesting set of books to help us think differently on data. “Can’t Hurt Me” by David Goggins, which, if you can get past the language, you may want to then run through walls. Third, “Steve Jobs” because, well, it is a terrific book.

Extensive research suggests that “purpose driven businesses” are more successful in many areas. When your company started, what was its vision, what was its purpose?

I think this is an interesting question, because “purpose driven” could mean many things. Let me speak to my world of data literacy, which for my career, is something I do through speaking, helping, and writing. The purpose was, and still is but bigger now, to empower those without data skills to gain data skills, while assuring people they don’t have to be data scientists in order to do so. When you are trying to help empower millions upon millions of people, and that is not exaggerating, data literacy is for all. That leaves a lot of ground to cover. No, I can’t do it all and there are other leaders doing similar initiatives to also empower within this space. However, the bottom line is loving what I do and having a positive benefit on the end of it, that’s a good thing for driving success.

Are you working on any new, exciting projects now? How do you think that might help people?

Things are usually spinning in my head and being worked on. I am currently writing my third book on digital literacy and how transformative the world of data literacy is especially as latest trends continuously get discovered or innovative ideas come forward.

Thank you for all that. Let’s now turn to the main focus of our discussion about Digital Transformation. For the benefit of our readers, can you help explain what exactly Digital Transformation means? On a practical level what does it look like to engage in a Digital Transformation?

Digital transformation is empowering organizations to be successful in using the digital technologies that are now present in the world today. It is simple to define, but complicated and complex to implement successfully.

To engage in a digitally transformation is to have a strategy that will tie the digital work you are doing to your business strategy. It is to invest in and go all in, strategically, on the tools and technologies you are working with. It is the not just buying tools and technologies and think that is going to get you there, you must set aside the time to train employees to become digitally literate. To achieve digital transformation, it is about true strategy and empowerment.

Which companies can most benefit from a Digital Transformation?

This is an interesting question. Certain industries that have not been technology or digitally driven would be where people would think, maybe manufacturing, but the answer is more generic than that. All companies who are laggards behind where they need to be, they will most benefit from digital transformation. That makes sense, but the reality is, if we went into organizations and looked at adoption rates of the technologies they have invested in, I would guess the adoption rates are not where they would like them to be.

We’d love to hear about your experiences helping others with Digital Transformation. In your experience, how has Digital Transformation helped improve operations, processes and customer experiences? We’d love to hear some stories if possible.

I have worked in what we may be able to call a specific area of digital transformation, and that is with data literacy. I have had the pleasure of speaking to numerous organizations across the world. I’ll give you an example of one:

I had the pleasure of working with a large military organization. I spoke to one area specifically this past summer and oversaw while they looked to change the mindset of its people, as it isn’t in their background or history to question things. However, data and analytics is at its most useful when we begin to question things. To see one of their leaders, I believe their direct leader, tell them to change their mindset is a wonderful thing.

Has integrating Digital Transformation been a challenging process for some companies? What are the challenges? How do you help resolve them?

Yes, it can be. Within the data and analytics space, the biggest roadblock to success is the culture of the organization. The easy answer would be technology, or the data itself, but the reality is the culture is the biggest challenge. Are people used to doing things a certain way? Does the company do things off gut feel instead of using the data or possibly technology? Well, that is hard! You must drive the evolution of the culture to use these tools and technologies for people’s benefit.

Ok. Thank you. Here is the primary question of our discussion. Based on your experience and success, what are “Five Ways a Company Can Use Digital Transformation To Take It To The Next Level”?

  1. Tie Your Digitally Strategy to Your Business Strategy — I think this may be thought of as a no brainer, but when I work with data, I don’t see companies using a holistic strategy to make it happen. Again, yes, they probably talk about it, think that is what they are doing, but use your business outcomes to drive your data and digital strategies.
  2. Digital Fluency — Get people within your organization speaking the same language around the digital tools and technologies you are using and/or investing in.
  3. Combine the Technology and the Human — Don’t let people feel they are going to be left in the dust through your digital transformation. Let them know their experience and background has a place at the table, they need to be a part of the discussion.
  4. Learn Fast — Build a true culture of iteration and learning fast. If people feel that if they fail with data or digital technology, they may not want to use it. Empower them to know that they can use the data and technology without fear of reprisal. Let them learn.
  5. Culture of Learning — Ensure you have the proper learning and tools in place to help people truly succeed with the learning. Make sure they have a purpose, know the why, but don’t just send them mandatory training emails. Do webinars, TED Talk like sessions.

In your opinion, how can companies best create a “culture of innovation” in order to create new competitive advantages?

Truly helping a workforce to know the “why” behind things is powerful. Buying tools and technologies is not a strategy. Buying “shiny” objects is not a way to drive digital transformation. Instead, build the strategy correctly and get people to understand the why, where they fit in, and help them find the places they can go to learn.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

One quote I am fond of and share often comes from a hero of mine, Nelson Mandela: “I never lose, I either win or learn”. What a powerful way to look at life! Don’t think you have failed, don’t think you have lost, but pick yourself up and learn from the experience.

Now, being a mountain boy, I like John Muir quotes:

“The mountains are calling and I must go”.

“And into the forest I go, to lose my mind and find my soul”.

“Of all the paths you take in life, make sure a few of them are dirt”.

“Between every two pines is a doorway to a new world”.

How can our readers further follow your work?

I am an active voice on LinkedIn, posting regularly, please come find me there, give me a follow, connect with me. If you want to read up on my work on data literacy and digital transformation, my newest book Be Data Driven is out now and sold wherever books are sold.

Thank you so much for sharing these important insights. We wish you continued success and good health!


Jordan Morrow Of BrainStorm On How To Use Digital Transformation To Take Your Company To The Next… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.

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