The Tribe You Need for Digital Transformation

Latest guest post by Declan Goodman is a digital transformation consultant, speaker and creator of the Digital Mythology.
After nearly 30 years working in digital transformation across different cultures, I have learned that the success of any digital journey comes down to the people, not technology.
Recently, I found myself in a room full of Enterprise Architects at the Chief Architect Network in London. The atmosphere was energised, and the topics were AI, architecture and strategy. However, at a more human level, this felt more than a professional gathering; it was a community of shared values and interests. It was a tribe.
Tips for Digital Transformation
The word tribe comes from the Latin tribus, referring to the original groupings of people in ancient Rome. In the high-pressure world of digital delivery, we often focus on the "what" and the "how," but we forget that a tribe is bound by shared purpose, identity and a sense of belonging. Without this tribal alignment, even the best digital strategy remains a collection of technical initiatives rather than a shared journey.
This is where mythology offers a practical lens. Myths are deeply human narratives that help us make sense of uncertainty in a human way. By using the mythology of the "Tribe," we can move past technical jargon and align our teams around a common story.
Here are three examples of how you can use myth to build the tribe your digital transformation needs.
Example 1: Mythology can help us ensure alignment before we begin
In Greek mythology, Jason's quest for the Golden Fleece did not begin with the voyage itself, but with the gathering of the Argonauts. He sought out a group of individuals, each bringing unique strengths, perspectives, and capabilities to the journey. Together, they formed something greater than the sum of their parts.
The lesson we can draw on for digital transformation is that you must find your tribe before you embark on the journey. Success is shaped by having the right people with the right mindset in the boat before the roadmap is even finalised.
Practical ways to implement this myth include:
Identify your Argonauts early: Look for the "hidden" talent and trusted SMEs in your organisation who are motivated to contribute meaningfully beyond their job title.
Select partners with shared vision: Ensure your supplier partners are not just providing skills but are aligned with your organisation's mindset and purpose.
Build the capability first: Before high-speed delivery begins, invest time in creating a way of working that can be sustained over time.
Example 2: Mythology can help give people a part to play in the journey
One of mythology's strongest themes is identity. In Irish myth, a hero named Lugh approaches the Tuatha Dé Danann to join their tribe. He explains that he has many talents, from craftsmanship to wisdom, and after being tested, he is accepted and eventually becomes a hero. This myth reminds us that when people are invited to participate in change, they often excel in their own way.
In digital transformation, when you invite stakeholders to play an active role, you help them shape their identity in the new digital story. Instead of feeling transformation is happening to them, they feel part of it.
Practical ways to implement this myth include:
Avoid the "finished" roadmap: Instead of presenting an immovable plan, invite teams to shape how their specific part of the journey unfolds.
Ask the "Catalyst" question: Ask your stakeholders, "How does this change improve your world, and what role do you want to play in making it real?".
Foster shared responsibility: Help your teams discover how their evolving roles strengthen the organisation's digital future.
Example 3: Mythology can help leaders walk in the shoes of their team
In Greek myth, Apollo often observed humanity from high above, judging their behaviour without fully understanding the struggles they faced. It was only when he came down to live among humans that he truly...