"In turbulent times, adaptability should be at the core of a company’s guiding principles. The adage “Do not get caught flat-footed” resonates deeply. It’s about being agile, responsive, and prepared for change. This means constantly evaluating the market, anticipating trends, and being ready to pivot when necessary. It’s about balancing risk with opportunity, ensuring your business is resilient enough to withstand shocks while being nimble enough to capitalize on new possibilities. This principle has guided us through numerous market fluctuations, helping us stay ahead of the curve."
As part of my series about the “How Businesses Pivot and Stay Relevant In The Face of Disruptive Technologies”, I had the pleasure of interviewing Antonio Castelan.
Antonio Castelan, a trailblazer in the realm of digital marketing, embarked on his entrepreneurial journey immediately after high school, driven by a profound passion for technology and a vision to revolutionize industry practices. As the founder of Fortum Digital Services, Antonio has distinguished himself by identifying and filling critical gaps in the market, particularly within the dynamic world of real estate marketing. His innovative approach to integrating state-of-the-art technologies has significantly altered traditional marketing strategies, leading to enhanced customer engagement and conversion rates.
Under Antonio’s astute leadership, Fortum Digital Services has emerged not just as a business, but as a beacon of transformation in the digital landscape. His commitment to excellence is mirrored in the company’s continuous growth and its ability to adapt and thrive amidst technological disruptions. Antonio’s expertise in navigating the ever-evolving tech world, combined with his ability to foresee and capitalize on market trends, has established him as an authoritative figure in digital marketing. His journey reflects a relentless pursuit of innovation, making a tangible impact in how digital marketing shapes business success in an age dominated by disruptive technologies.
Thank you so much for joining us in this interview series. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
My journey into the world of digital marketing and technology began in my teenage years, driven by a fascination with how technology shapes our world. My first encounter with a computer at the age of 10 ignited a passion for understanding and creating digital solutions. This early interest laid the groundwork for my career path. Starting Fortum Digital Services was a natural progression of my passion, combined with a vision to revolutionize the digital marketing space, especially for real estate businesses. My mission was clear: to leverage technology not just for innovation, but to genuinely enhance people’s lives and experiences.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘take aways’ you learned from that?
Reflecting on the early days, one humorous yet educational experience stands out. I once overestimated the power of digital marketing and underestimated the value of direct, personal relationships in business. In my zeal to automate and digitize everything, I missed out on the nuances of human interaction. This led to a comically misguided marketing campaign that resonated more with bots than people! The lesson was invaluable: technology is a tool, not a substitute for human connection. Since then, I’ve balanced digital strategies with a personal touch, ensuring our campaigns are as human as they are innovative.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
Throughout my journey, my brother has been an unwavering pillar of support. His belief in my vision, even during phases of doubt, was instrumental in forging the path to where I am today. He was the one who, during the early days of uncertainty, encouraged me to persist, reminding me that every great journey begins with a single step. His pragmatic approach to challenges and his ability to see potential in my early, rough ideas were crucial in shaping the direction of Fortum Digital Services.
Extensive research suggests that “purpose driven businesses” are more successful in many areas. When your company started, what was its vision, what was its purpose?
When Fortum Digital Services was founded, our vision was to become a catalyst for transformation in the digital marketing realm, particularly for real estate businesses. Our purpose extended beyond providing marketing solutions; it was about empowering businesses to adapt and thrive in an ever-evolving digital landscape. We aimed to demystify digital marketing, making it accessible and impactful for our clients, enabling them to unlock their full potential in the digital world.
Thank you for all that. Let’s now turn to the main focus of our discussion. Can you tell our readers a bit about what your business does? How do you help people?
Fortum Digital Services specializes in offering innovative digital marketing solutions, particularly catering to the real estate industry. Our services range from website development and SEO to advanced analytics and AI-driven strategies. We help businesses navigate the complexities of the digital world, ensuring they stay ahead of the curve in this rapidly evolving sector. Our approach is not just about providing services; it’s about building partnerships and guiding our clients through every step of their digital journey. We strive to make technology work for them, enhancing their operations and market presence.
Which technological innovation has encroached or disrupted your industry? Can you explain why this has been disruptive?
The two most significant disruptors in our industry have been COVID-19 and Artificial Intelligence (AI). I know COVID-19 is not a technological innovation, but it was so monumental across so many different industries. The pandemic accelerated the digital transformation, pushing businesses towards online models overnight. It forced us to rethink our strategies and adapt to a rapidly changing landscape. AI, on the other hand, has reshaped the real estate marketing industry by enabling more personalized, efficient, and predictive strategies. Its ability to analyze vast amounts of data and provide actionable insights has been a game-changer, allowing us to offer tailored solutions to our clients like never before.
What did you do to pivot as a result of this disruption?
Our response to these disruptions was swift and strategic. Recognizing the potential of AI, we integrated it into our core services, enhancing our ability to provide in-depth market analyses and predictive insights. This pivot wasn’t just about adopting new technology; it was about embracing a new way of thinking and operating. We retrained our team, revised our workflows, and committed ourselves to stay at the forefront of AI advancements in real estate marketing.
Was there a specific “Aha moment” that gave you the idea to start this new path? If yes, we’d love to hear the story.
The journey to embracing AI was marked by several revelatory moments. Each new development in AI technology, be it in natural language processing or predictive analytics, opened our eyes to its vast potential. These moments cumulatively led to a strategic shift, making AI an integral part of our service offerings. We realized that to stay ahead, we needed to not just use AI, but innovate with it, leading to a series of transformative changes in our operations and services.
So, how are things going with this new direction?
Since pivoting towards AI-centric solutions, the results have been nothing short of remarkable. Our clients are experiencing enhanced market insights, more effective marketing strategies, and improved customer engagement. We’re excited about the prospects for the upcoming quarters, as our data indicates strong growth and continued client satisfaction.
Can you share the most interesting story that happened to you since you started this pivot?
One standout moment post-pivot was when we utilized AI to predict a major shift in real estate market trends for a client. Our AI models identified an emerging market opportunity that traditional analysis had overlooked. Acting on our AI-driven insights, the client was able to capitalize on this opportunity, leading to significant business growth. This success story not only affirmed our decision to pivot but also showcased the transformative power of AI in real estate marketing.
What would you say is the most critical role of a leader during a disruptive period?
During a disruptive period, the leader’s role is multifaceted. It involves being the visionary who foresees changes, the strategist who navigates through them, and the motivator who inspires the team. A leader must be proactive, not reactive, setting the tone for innovation and adaptability. It’s about leading by example, showing resilience, and maintaining a clear focus on the future.
When the future seems so uncertain, what is the best way to boost morale? What can a leader do to inspire, motivate, and engage their team?
To boost morale during uncertain times, transparent communication is key. A leader should keep the team informed about both challenges and opportunities. It’s also crucial to involve the team in the decision-making process, making them feel valued and part of the solution. Celebrating small wins, providing learning opportunities, and maintaining a positive yet realistic outlook can greatly enhance team motivation and engagement. Encouraging open dialogues, sharing vision and goals, and acknowledging each team member’s contributions can foster a sense of unity and purpose.
Is there a “number one principle” that can help guide a company through the ups and downs of turbulent times?
In turbulent times, adaptability should be at the core of a company’s guiding principles. The adage “Do not get caught flat-footed” resonates deeply. It’s about being agile, responsive, and prepared for change. This means constantly evaluating the market, anticipating trends, and being ready to pivot when necessary. It’s about balancing risk with opportunity, ensuring your business is resilient enough to withstand shocks while being nimble enough to capitalize on new possibilities. This principle has guided us through numerous market fluctuations, helping us stay ahead of the curve.
Can you share 3 or 4 of the most common mistakes you have seen other businesses make when faced with a disruptive technology? What should one keep in mind to avoid that?
1. Following Others Blindly: Copying competitors’ strategies without considering if they align with your own business goals can lead to missteps.
2. Choosing the Wrong Option: Jumping on every new technology without a strategic approach can be detrimental. It’s crucial to assess if technology genuinely complements your business objectives.
3. Delay in Adoption: Being too late to adapt can leave your business behind, especially in fast-evolving industries.
4. Half-hearted Commitment: Implementing a new technology requires full commitment. Half measures can result in wasted resources and missed opportunities.
Ok. Thank you. Here is the primary question of our discussion. Based on your experience and success, what are the five most important things a business leader should do to pivot and stay relevant in the face of disruptive technologies? Please share a story or an example for each.
1 . Continuous Learning: Stay informed about emerging technologies. For instance, when blockchain started gaining traction, we delved into understanding its implications for digital marketing.
2 . Engage in Strategic Planning: Regularly update your business strategies considering technological advancements. Our pivot during the AI boom was a result of strategic planning.
3 . Foster a Culture of Innovation: Encourage your team to experiment and explore new ideas. This approach led to our breakthrough in integrating AI with our marketing strategies.
4 . Build Flexibility in Operations: Be ready to adapt your processes and systems quickly. Our agile response to the pandemic-induced digital surge is a testament to this.
5 . Prioritize Customer-Centric Solutions: Use technology to enhance customer experience. Our AI-driven personalized marketing campaigns are an example of this.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“If you’re not first, you’re last.” This quote has been a driving force behind my philosophy. It’s a reminder to constantly strive for excellence and leadership in the industry. This mindset has pushed me to continually innovate, ensuring we’re not just keeping up with trends but setting them. It encapsulates the spirit of always moving forward, learning, and aiming to make a genuine impact.”
How can our readers further follow your work?
We regularly post updates, tips, and behind-the-scenes glimpses into our projects. Additionally, for more in-depth articles and case studies, our website is a treasure trove of resources.
Our Website: https://www.fortumds.com/
Twitter: https://twitter.com/fortumds/
Facebook: https://www.facebook.com/fortumds/
Instagram: https://www.instagram.com/fortumds/
LinkedIn: https://www.linkedin.com/company/fortum-digital-services/
To stay updated on our latest endeavors and insights, readers can follow us on our social media platforms. We also welcome direct engagement through these channels, where we’re always eager to connect and share ideas.
Thank you so much for sharing these important insights. We wish you continued success and good health!
This article was originally featured on Authority Magazine.
The world is changing…fast. How do you deal with a constantly shifting business landscape and the disruptive technologies that seem to emerge on a daily basis? Do you make a point to discuss your brand’s relevancy and the things that could threaten your position?
Let us know your strategies and thoughts in the comment section below!