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This episode features Alex Offei Lartey, an award-winning digital innovations and marketing communications professional with over 14 years of experience, currently heading Digital Marketing and new product development at AT Ghana.

Defining Leadership:

Lartey defines a leader as anyone put in charge of an activity, regardless of their title. The core objective of leadership is to solve problems, leading to efficiency – achieving "bigger results with smaller effort". He stresses that while traits like confidence are important, they are only valuable if they guide people in an efficient and beneficial direction.

Mathematical Approach to Problem-Solving:

His background in computer science and mathematics taught him a systematic approach to challenges, likening business objectives to "finding X" with multiple routes to a solution.

Digital Transformation in Africa

Lartey describes the journey as "quite tough". He recalls significant resistance in 2011 to adopting social media like Facebook and YouTube (seen as "for kids") and even corporate emails. Today, despite increased basic IT adoption, the unwillingness to embrace newer technologies like AI persists, often due to job displacement fears.

Overcoming Resistance & Driving Adoption:

His strategy focuses on demonstrating concrete results. When people witness tangible benefits, even from a pilot, they become inclined to adopt. He contrasts the clear metrics of digital campaigns with the uncertainty of traditional methods (e.g., flyers in the bin). For internal channels, he fostered employee involvement, and for customer-facing innovations, he encourages trials to let users experience benefits firsthand. He asserts that no amount of investment will drive adoption if the innovation doesn't yield good results.

Balancing Creativity and Business Goals:

Lartey states that business goals must always be paramount. Technology and creativity are tools that serve these objectives, with technology significantly amplifying creativity's reach and impact.

Pioneering Innovations in Banking (UT Holdings):

Around 2012, at UT Holdings, he highlights:Mobile Banking (Fonbank):

An early service for balance checks and money transfers via phone.

Internal Intranets:

Used for effective employee communication and engagement.

Social Media Channels:

Introduced from 2012-2013 for corporate communication and brand building, when banks had minimal social media presence.

Advice for the Next Generation of Digital Leaders:

Embrace Technology:

Stay deeply engaged due to the interconnected world.

Prioritise Continuous Learning:

Digital changes rapidly; current knowledge dictates future earning potential.

Cultivate Problem-Solving Skills:

Actively focus on solving problems.Seek Out Courses and Mentorship: Leverage online resources and experienced professionals for certifications and knowledge.

Future Trends in Digital Marketing:

Lartey sees a shift beyond purely "tech-backed" activities. He stresses content creation as crucial, extending Bill Gates' "content is king" to include applications that offer practical lifestyle solutions for everyday tasks.