Jill O'Meara Photography

Lynnette Roe “Digital Transformer”

Interview and Photography by Jill O’Meara

Can you tell us a little about yourself and your business? 

Originally from South Africa, I've been living in Ireland 10 years now. I recently became an Irish citizen, a truly proud moment in my life. I came over to Ireland as a mature student. I first earned a Bachelor of Business, then an MBA from the University of Wales, Trinity St David. Between the two degrees I also qualified as a CELT English teacher. 

I've started my business as a part time initiative, while I was busy lecturing and doing programme management contracts. My niche is Digital Transformation, with a specific focus on strategy. 

Many old, traditional organisations struggle to adapt in the digital era, because of the fast pace of change in technology and my passion is to help with their vision and mission resetting, strategy realignment, business model reinvention and adjusting the operating model. 

Think of it as ‘Operation Transformation’ but for the whole organisation.

What inspired you to start your business or career in this field? 

Inspiration came from a love of helping people and lecturing on a course that I authored for business professionals in digital transformation management. My students were from CEO level, down to senior and midlevel management and a pattern that I saw repeatedly was the lack of truly understanding strategy and that once you have agreed on a specific strategy, it should run like a golden thread throughout every fibre of the organisation. 

At the end of the day, helping people is really solving problems for other and that is what every business does, helping people solve problems. Who is the perfect client for you? My line of work is with older, more traditional organisations, not digitally born organisations. 

A perfect client for me would be an organisation that is open minded, open to change and open to learn, and definitely open to listen.

Can you share a defining moment or challenge that shaped your journey? 

The realisation in 2013 that I would be turning 40 the next was definitely a major defining moment in my life. I thought to myself what I did with the previous 40 years of my life and what I wanted for the next 40. I sat in my garden for hours writing and ended with two definitive answers. I wanted to study, and I wanted to live and work in Europe. That is what shaped my journey. 

 Who or what has been the biggest influence on your professional life? 

I can say without a doubt that the people that had the biggest influence on my life has been lecturers, especially during my MBA. Because I was a mature student with years of working experience, I had a wealth of practical experience, and being able to transcend that into the theoretical side of the equation was full circle for me.

When you're not working, what are your favourite activities or hobbies? 

I love reading fictional regency era books and if anyone might peak at my Kindle library index, they will surely be left with a few blushes. I also like working with my hands, doing DIY and any kind of art, knitting, etc. My most recent project was an oversized garden gate that I made from scratch, using timber decking, and in case you are wondering about the end result – it works perfectly and even has a lock on it. A recent art project is prettifying plain ordinary lamp shades by using the decoupage technique. Anything really where my mind can truly switch off.

You have experience a photoshoot with Jill , what was it like for you and do you see yourself different now ? 

Jill in two words is fairy dust. She sprinkles it everywhere and make you feel wonderful. During the photoshoot, she brought me out to a place where I felt absolutely on top of the world, professional, pretty, my true best self. For me, every single time I look back at my professional photo’s that Jill took, I experience that same kind of joyous feeling Jill brought out of me during the photoshoot.

What motivates you to keep going during difficult times? 

Talking to myself in the mirror. I am not sure where or when it started, but saying the words, “You will be fine, it is going to be ok” has always kept me going. I think during difficult times, it is about stopping and recognising that you need to take stock of the difficult situation and keep your focus sharp, thinking short-, medium- and long-term solutions. 

 Do you have any favourite quotes or mantras that inspire you? 

I have many, but the one that always comes up in my mind and makes me smile, was what my dad used to say. 

 “If you worry, you die, and if you don’t worry, you will also die, so why worry. It is your attitude to life that matters.” 

 What has been the biggest lesson you’ve learned as a businesswoman? 

It is wonderful to have an idea in your head, but it takes time to make it a reality and patience is not one of my biggest attributes. Combine that with looking after every aspect of a business that requires your attention. Because of that, the biggest lesson I have learned is that you can only do your best every day and that tomorrow brings new opportunities, continuously.

What legacy do you hope to leave behind? 

The biggest legacy I would like to leave behind is knowing I have made a difference in people's lives, especially the students I have taught and that I have been a guiding light for clients on their digital transformation journeys . What’s the most rewarding part of your job? When you can open up someone’s mind, either through education or helping others by solving problems. I tend to ask the difficult questions, mainly because we as a people have all been part of an industrial schooling system, that flows over in the workplace, where individual thinking isn’t encouraged. Every organisation is unique and in order to truly succeed and stand out, it is about discovering your digital competitive advantage. 

What’s next for you and your business? 

The journey for my business has been slow so far, because I wasn’t doing it on a full-time basis until recently. Ultimately the plan is to grow and work closely with clients as an advisor-trainer-coach or what I like to call a ‘fixer’ for their digital transformation, essentially building my brand. 

 How can people get in touch? 

You can find me at:

instagram.com/@dxtraining4

linkedin.com/in/lynnetteroe