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Overcoming Change Management Friction

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Episode Summary

Mike Bruno, AVP of Digital at Co-operators, joins Imran Mian on Behind the Growth to unpack what digital transformation really looks like inside a large, regulated financial services organization and why it’s far more than launching a new platform or redesigning a website. Mike explains how enterprise transformation is layered, closely governed at the executive level, and ultimately anchored to one outcome: improving the client experience through coordinated, enterprise-wide change.

Early in the conversation, Mike digs into one of the most persistent friction points in transformation efforts: change management. Drawing on experience across multiple organizations, he explains why resistance is often rooted not in unwillingness, but in uncertainty, loss of control, and unclear communication. He outlines practical approaches leaders can take, like repetition, tailored messaging, and direct one-on-one conversations, to help teams adapt without burning trust or momentum.

Mike then shares a concrete example from a CMS implementation that nearly stalled when legacy applications surfaced unexpected dependencies. Rather than forcing a one-size-fits-all solution, his team slowed down, brought stakeholders together, and made pragmatic trade-offs, sunsetting some applications, creating temporary fixes for others, and preserving trust across the enterprise while keeping the project on track.

Mike also shares his views on digital hygiene, prioritization, and leadership under uncertainty. He breaks down why clear communication, disciplined execution, and knowing how much effort is “enough” are foundational to staying aligned in complex environments. Throughout the discussion, Mike emphasizes practical decision-making over theory, offering grounded lessons for leaders navigating legacy platforms, constrained budgets, and constant change.

Featured Guest

  • Name: Mike Bruno
  • What he does: AVP of Digital
  • Company: Co-operators
  • Noteworthy: Mike Bruno is a seasoned digital and marketing leader with over 15 years of experience across Canada’s financial services and B2B sectors. He has a proven track record of helping businesses drive sales, build strategic partnerships, and unlock value through smart, digital‑first strategies. Mike currently leads teams responsible for digital platforms and client journeys, collaborating across the organization to grow adoption, engagement, and revenue. He is passionate about digital transformation and enabling business success through high‑performing teams and strong partnerships.

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Key Insights

Digital Transformation Is Enterprise Change, Not a Technology Launch
Digital initiatives inside large, regulated organizations require far more than shipping a new platform or redesigning a website. Mike makes clear that meaningful transformation spans multiple business lines, involves external partners, and is closely governed at the executive level. Outcomes and benefits are explicitly defined, monitored, and tied back to improving the client experience. Leaders must treat digital transformation as an enterprise-wide change effort with shared accountability, not a siloed technology project. Success depends on aligning investment, governance, and cross-functional execution around clear business outcomes.

Change Management Is the Biggest Constraint on Transformation Success
Large-scale transformation fundamentally changes how people work, not just what tools they use. Mike highlights that resistance often stems from uncertainty, loss of control, or lack of clarity rather than unwillingness. Effective change management requires leaders to explain the “why” behind change in different ways, repeat messages consistently, and adapt communication to how different teams absorb information. This underscores that change management is not a supporting function but a core to delivery. Without sustained, clear communication and leadership involvement, even well-funded transformations will stall or fracture.

Pragmatic Decision-Making Preserves Trust in Complex Legacy Environments
When legacy systems reveal unexpected dependencies, forcing a one-size-fits-all solution can derail timelines and damage relationships. The episode illustrates how slowing down to collaborate with stakeholders, understanding real operational dependencies, and making targeted trade-offs can keep transformation efforts on track. Sunsetting some applications, introducing temporary fixes for others, and committing to follow-up work allowed progress without breaking downstream operations. Mike highlights the value of pragmatism over perfection. Maintaining trust across teams and partners is often what enables future progress after a major transformation lands.

Episode Highlights

Transformation Is More Than Launches

Mike reframes digital transformation away from visible outputs like platforms or redesigned websites and toward the operational reality inside regulated enterprises. He emphasizes scale, cross-functional dependency, executive oversight, and the fact that transformation is inseparable from business outcomes. This perspective clearly pushes back on surface-level definitions of “digital success” that many organizations still default to.

“So it’s not just a technology project or a digital transformation, it’s actually an enterprise wide change.”

Change Management Is the Real Friction

When asked about friction points, Mike does not hesitate. He narrows the biggest risk in transformation to change management and explains why resistance is often misread. He reframes resistance as a leadership and communication challenge, not a people problem, and underscores why transformation fails even when strategy and funding are sound.

“I have two words to answer that question, and they are change management.”

Legacy Systems Create Hidden Risk

Mike walks through a CMS implementation that uncovered deep, undocumented dependencies across ten different applications. The insight here isn’t the technical complexity but how easily legacy environments accumulate risk over time, showing how transformation efforts often expose problems that were invisible until change was attempted.

“We discovered that our code base was actually being used by up to ten different applications that had no business leveraging a CMS code base.”

Pragmatism Beats Perfection

Faced with an impasse, Mike describes choosing collaboration over rigid delivery. Rather than forcing alignment, the team slowed down, engaged stakeholders, and made trade-offs that protected timelines and trust. Mike highlights how senior leaders can preserve momentum without sacrificing enterprise relationships.

“Instead of forcing a one size fits all solution and playing organizational politics, we slowed down just enough to collaborate.”

Digital Hygiene Builds Credibility

Mike introduces the concept of digital hygiene and explains why it’s foundational but often overlooked. He ties it to how leaders communicate, run meetings, and present ideas, especially in environments where teams compete for funding and attention. This links everyday leadership behaviour directly to trust and execution velocity.

“Digital hygiene is about the how you show up every day in those experiences and situations.”

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