| |JULY 202519CXO INSIGHTSTHE RELATIONSHIP BETWEEN BUSINESS STRATEGY, TECHNOLOGY STRATEGY AND BEHAVIOR: KEY FACTORS FOR SUCCESS IN GENERATING VALUE THROUGH THE USE OF ITAntonio Angelo is the father of Pietra and Gabriela, a lover of cooking, rock and roll, and in his spare time, a middle-distance runner (10 to 21 km). With over 30 years of experience in IT, the last 27 of which were dedicated to the retail sector, Angelo has worked in a variety of contexts at renowned companies such as McDonald's and Starbucks. For the past 10 years, he has played an important role at Swift Brazil, leading the IT area and the Global Information Technology Committee. He is fully involved in Digital Transformation, Omnichannel, and topics related to Customer Experience at local and global levels. He is also pursuing a master's degree in Information Technology Competitiveness Management at FGV ­ SP.In today's competitive marketplace, technology stands out as a key driver of innovation. Companies are looking to streamline their operations and enhance the customer experience, prioritizing the implementation of new technology solutions to ensure a competitive advantage.However, the effectiveness of these innovations does not depend solely on the technology itself, but on a deep strategic alignment that includes not only technological processes but human behavior. One of the biggest challenges companies face when adopting new technologies is ensuring they generate real and measurable value. Substantial investments are made in solutions that promise a lot, but at the end of the project, they sometimes result in partial innovations that meet only some requirements or areas of the company. When technology investments are not connected to the strategic objectives of the business, projects fail to deliver significant value and end up becoming isolated initiatives or just meeting schedules. Surprisingly, this is a common mistake in many organizations!In my corporate experience, I have encountered many situations where success was measured by project delivery rather than by delivering real value to the business. Perhaps a few years ago, when technology was primarily seen as a support tool, this type of metric made sense. However, today, with technology acting as a generator of competitive differentiation, it is essential that it is completely aligned with the business strategy in search of value generation.By Angelo Santos, IT Director, SwiftAngelo Santos
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