Digital transformation is not an IT project. It is a leadership decision.
Jörg Nölke
At K5 2026, Raoul Fiedler (GVS Group) and Jörg Nölke (Unic) demonstrated how a cooperative B2B retailer with 12 partner companies and over 40,000 products is setting a new digital course – without hasty action, but with a clear vision.
In Brief
Digital transformation rarely fails because of technology – it fails due to a lack of vision and leadership.
The GVS Group demonstrates: a cooperative B2B retailer with 12 partner companies and over 40,000 products is shaping change from within.
Four principles make the difference: vision before roadmap, digitalization as a cultural project, responsibility within the company, human-centered commerce.
The guide summarizes the insights from the K5 presentation 2026 – available for free download.
B2B Commerce Under Pressure. And Many Companies Are Responding the Wrong Way.
New projects, new tools, new roadmaps – but no clear direction. Those who start without a target vision end up optimizing existing problems instead of shaping the future. Platform competition, AI disruption, and margin erosion demand more than actionism. They demand a clear stance.
Together with the GVS Group, we experienced what it means to leave actionism behind and instead pursue a visionary, framework-driven approach. Four principles made all the difference.
What successful transformation leaders do differently.
01 – Vision Before Roadmap: Staying Capable of Action in Uncertainty
Those who start without a clear vision often end up optimizing existing problems rather than shaping the future. A vision provides direction, prioritizes investments, and helps make consistent decisions even in uncertain times. Reflection question: Would every leader in your organization give the same answer if you asked where you want to be in three years?
02 – Understanding Digitalization as a Cultural Project It's not technology that transforms companies – people do
The decisive question is not whether the technology works. It is whether people are willing to use it meaningfully. Change is a leadership task – not an IT task. Reflection question: Is your transformation program supported by the organization – or only by the project team?
03 – Responsibility as a success principle: manage partners with clear governance as equals, not by delegation
External partners bring experience and methods. However, the responsibility for the transformation always remains with the company itself. The best results emerge where clients actively shape the process. Reflection question: Are you yourself in the driver's seat of your transformation - or are you merely managing external projects?
04 – Shaping Human-Centered Commerce with Purpose: Making Trade Human Beyond the Tech Buzzwords
Customers are not interested in platforms or architectures; they are interested in results. Successful B2B commerce begins with the people who work with it every day. Reflection question: What specific customer need are you addressing better today than you were a year ago?
From real-world experience. For real-world use.
Raoul Fiedler, Digital Transformation Manager at GVS Group. 30 years of IT experience in the USA and Germany. Focus on Technology Leadership, Digital Transformation and Business Strategy. Raoul has shaped change from within at GVS Group – from platform decisions to cultural transformation.
Jörg Nölke, Principal Consultant at Unic. Consultant for integrated e-commerce, digital transformation and customer experience. Jörg guides companies on the journey from vision to platform – as a strategic thought partner, not just an implementer.
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