The CEO of Raven , a brand focused on digital disruption, addresses the challenges that companies have in the midst of social changes and the importance of innovating and evolving. That is why he emphasizes what disruptors and startups do: "They start from the customer, they understand it deeply and from there they solve a problem extremely well."

Pride is the main enemy of transformation processes.

The CEO of Raven, a leading brand in digital disruption, analyzes the challenges that companies face today due to social changes. In addition, he explains that innovation and transformation processes are often not carried out since being voluntary does not motivate leaders to take risks.

Companies and brands have lived through a period of turbulence and uncertainty. “In moments of crisis is when more opportunities arise. What we human beings normally do in the face of a crisis is to defend ourselves. That translates to the business world, to governments.” This is how Juan José de la Torre, CEO of Raven, contextualizes the scenario of recent years and how companies have been led to innovate as a result of different social changes.

His analysis goes hand in hand with digitization, digital transformation and, above all, disruption, which is what he does together with Raven on a global level: “Disruption has an immediate time horizon. It is a cut, not a continuous evolution. It is such a strong paradigm shift that it forces us to evolve, that is, I change the market, the regulation, the client, my business model”. 

However, it states that innovation, directly linked to technological evolution, has meant a challenge that not all companies have been able to address. The industrial engineer, founder of different startups and former director of IBM, explains in this edition of the podcast Brands with Content the different processes of change, and the factors that often limit their execution.

“I always say that digitizing is like a drug, because as soon as you digitize you capture efficiency, and that goes directly to the income statement. You do more with less without having changed anything. But as I digitize more and more, there comes a time when I can negatively impact the customer experience. When I'm digitizing, I'm not doing innovation,” she details. The digital transformation, he complements, being a voluntary process and without a problem involved, often does not motivate leaders to take risks for the future.

This, he says, creates a connection problem with people. “The reverse view that most startups and disruptors have is to start from the customer, understand it in depth and from there solve a problem extremely well,” she details. Although Raven has a strong job in other latitudes, she argues that in Chile the executives are prepared, "perhaps over-prepared", and when generating and exporting ideas a bit of arrogance is generated that makes evolution difficult. "Pride is the main enemy of transformation processes and even more of disruption."