Blazing Trails in the Digital World
Through her marketing and PR firm, Linda Patch represents the Scottish Rite of Freemasonry as Director of Communications. As the first female director in the corporation's history, she is committed to leading the organization — aggressively — into the digital world. With this challenge in mind, she attended HBS's Driving Digital Strategy program, where she gained confidence in her instincts, learned new ways of thinking, and sharpened her leadership skills. She shares her experiences.
Why did you choose to attend this program?
For more than 25 years, I have worked in communications for nonprofits and major corporations as diverse as the Museum of Fine Arts in Boston and ExxonMobil. Through my firm, Linda Patch & Associates, I conceived and managed the online social media/digital efforts of two successful national triathlon-training companies. Yet, with many years of experience, the biggest challenge of my career is building and implementing a strategy to bring the Scottish Rite of Freemasonry into the digital arena.
What was the most rewarding aspect of the program?
The case study preparation and classroom discussions were extremely rewarding for me. I was challenged to go deep into data and strategic analysis in ways I had not experienced. I came away with a greatly expanded framework for approaching long-term strategic planning and a clear view of organizational and talent issues that need to be addressed.
Did you experience any "aha" moments?
Yes, the "aha" moments came at regular intervals, and two of them in particular had an enormous impact on me. One of them can be described as "I know what I know." While I could never have advanced my thinking about digital and social strategy without this class, I did walk away with a renewed confidence that I have been on the right path for my clients. You can't put a price tag on that kind of validation. The other moment came from interacting and sharing with colleagues the challenge of making this transition for businesses and nonprofits. I came away enlightened that a lot of top managers, in businesses of all kinds, are unschooled about what digital really means — its power, and how to help lead the effort. It's a major problem for many high-level marketers who are trying to move their organizations forward.
How are you applying what you learned to your work?
Using what I learned in the program, I am preparing training modules for my CEO and members of the Scottish Rite Board of Trustees. I am working to create informed buy-in about overall digital strategy and how it must be led. I've also helped to launch an in-depth, 15-state market research project that was inspired by the class. Among my top priorities are making data more central to planning and having it inform our programming and overall response to Scottish Rite members.
What would you say to someone who is considering the program?
Don't hesitate one moment — take this class! Whether you are a CEO, CMO, or PR professional, you will emerge transformed and broadened in ways you can't imagine. It's the kind of deep, professional training that will inform how you take your company forward for years to come. What you will take away from this class is cerebral and strategic, yet also practical and implementable.