Craft and its new Chief Transformation Officer (CTO): Priscilla Bueno
Craft 4.0. With this project, from 2019, the company articulated a bolder proposal for communication, business coaching and digital innovation. Now, it’s time for the next steps. When completing 24 years of history, Craft now prepares for its next phase, and sets in motion the Craft 25 Years project, with a broader scope and ambition: a structural transformation focused on the next 25 years. It will be headed by Priscilla Bueno, who launches the chair of Chief Transformation Officer (CTO).
This position has gained quite some ground on the corporate world. Over the past couple of years, the Global Center for Digital Business Transformation detected a movement of new CTOs in companies of many different sectors. And Chief Transformation Officer, important to add, transcends that of another CTO, the Chief Technology Officer. For it includes the digital transformation, essential today, but it is not limited by it. Its mission is to cultivate the organizational change that will conduct the company to a new cycle of growth, with a new, agile, mindset of planning and constant innovation.
It is not a minor challenge. And Priscilla knows it. “It means looking with new eyes what us all, as executives, have learned until today – while still honoring all the wonderful culture that has been built up to now,” says her, who still follows on as a mentor to the airfreight product. “The question presented before us now is how to be even greater fluid providers of solutions and, once again, find where to break the paradigms of our business and where we can innovate – from the smallest of
activities up to the point of disruption. Our past history of success has brought us to this vibrant present, and allows us to look differently at the future and all that it may bring. We are at a point where all Craft structure and its directive body is mature to take this step, and it’s overwhelming to see how people are already welcoming this movement with open arms. Seeing the reflection of the shine in our eyes in those of so many from our teams brings the certainty that we are on the right path.”
Our customers will not only continue to be the reason of our existence, alongside our people: both will carry significant more weight on Craft 25 Years. Here, the idea is to look from outside inwards. Under the leadership of Clarice Oshiro and Ingryd Kaufmann, we have already kicked off the mapping of the client’s journey. Through this project, we hit two targets at once. Internal and external interviews are gathering all the pain points from both sides of the coin, so we better understand the issues at bay, tackle improvements head on and position ourselves for higher flights.
“We cannot be afraid of making mistakes, but instead
of not keep moving and continuously improving.”(Priscilla Bueno)
“If Henry Ford asked its clients which transportation method they would like, he would have heard that they wanted faster horses. Thus, new questions need to be asked. A new style is required. The answers on how to navigate in an universe that grows more complex by the minute depend on horizontal dialogues and collaboration. All focused on one common purpose and based on values that became even more crucial in these new times: integrity, quality, simplicity and courage,” says Priscilla. “Integration is key – on the footsteps of new technologies, follows also new functions, thoughts, cultures, trainings and expansion routes. The secret lies in the balance: being agile and having scalability, but in a sustainable fashion.”
And, in response to what might be the main motivator for the project, she continues: “We are now in the consumer era, where nothing is linear. There are no more ready answers before you start to act, but rather value propositions with different meanings. The leader’s biggest role throughout this process then becomes that of looking into the market, challenging, asking, seeking the right skills and establishing priorities based on the entire value chain and risk assessments, with a good dose of empathy and humanity. It’s a new mindset, where one can’t be afraid of making mistakes, but instead of not keep moving and continuously improving”.
