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 grasped their reality. This myth serves as a warning for leaders who architect transformation roadmaps from an “ivory tower,” overlooking the lived experience of the tribe on the ground.

To lead a tribe effectively, you must experience the transformation as your stakeholders do. Alignment is built when leaders step out of the strategy documents and into the daily reality of their people.

Practical ways to implement this myth include:

• Connect with the “lived experience”: Spend time “shadowing” teams to understand their daily workflows and the friction points they face.
• Conduct “day in the life” workshops: Move beyond logical boxes and see how technical change actually affects the team’s ability to deliver.
• Make transformation grounded: Use these insights to ensure your digital story is real and relatable, rather than abstract and distant.

Jason’s quest for the Golden Fleece began not with the voyage itself, but with the gathering of the Argonauts. Similarly, Lugh became a hero of the Tuatha Dé Danann after he found his own footing.  Apollo, the god in the sky, took the time to walk in the shoes of his people, thus strengthening his understanding of humanity.

These tribal myths teach us that success is shaped by finding the right people and ensuring they have the right mindset before your journey begins. When people align early and move forward as one, transformation is no longer a cold technical programme; it becomes a shared journey and a “map of becoming”. Treating your digital transformation team as a tribe breaks down siloes, creates a bond and helps your team move forward united, with clarity and confidence.

Find your people. Build your tribe. Transform your organisation.

Declan Goodman

Helping leaders make sense of digital transformation through story, myth and meaning | Gartner Symposium Speaker | Founder, Digital Mythology®

Declan Goodman is a digital transformation consultant, speaker and creator of the Digital Mythology® framework, which uses mythic storytelling to help leaders explain complex change in a more human way. With nearly 30 years’ experience across digital strategy, transformation and enterprise architecture in Ireland, Europe and Australia, he hosts the Digital Mythology® podcast and delivers masterclasses on storytelling, leadership and digital transformation.

www.declangoodman.com | Socials | Digital Mythology® | declan@declangoodman.com

See more breaking stories here.