October 21, 2025 •Ricky Patten
Most DAM projects don’t fail because the technology is bad. They fail because they’re too big, too complex, or too human.
After 30 years in this space, I’ve seen organisations with every possible setup—from global brands to universities and councils—run into the same brick wall. They invest heavily in new systems, roll them out with enthusiasm… and within two years, they’re right back where they started: content chaos.
Let’s unpack why that happens—and what Digital Content Transformation 2.0 (DCX 2.0) does differently.
The Three Classic Failure Traps
1. Over-scoping: “One system to rule them all”
It’s tempting to try to fix everything at once. But when you attempt to solve every content problem—brand, video, marketing, archives, rights, distribution—under one giant solution, it collapses under its own weight.
The result? Complexity kills adoption. The system becomes too hard to use, too slow to maintain, and too distant from the real people doing the work. You can read a blog post I wrote on DAM project scoping.
2. Human resistance
Even the best tools fail when people don’t adopt them. We see this constantly: teams protecting their own “mini-systems,” developers reluctant to integrate, or administrators unsure how the new solution affects their role. These human factors are often underestimated—and yet, they’re what make or break a digital transformation.
3. Forgotten workflows
Many organisations had working systems five years ago. But as staff moved on and leadership priorities shifted, the knowledge disappeared. Old workflows fell into disuse, leaving behind “ghost systems” that no one fully understands. The cycle repeats with each new implementation.
Real-World Example: A Top University
Recently, we worked with one of the region’s leading universities. Their RFP started as a simple DAM replacement but revealed something bigger: six separate legacy systems, all overlapping and outdated.
It wasn’t just about upgrading technology—it was about connecting people, processes, and content. Their challenge was classic DCX 1.0 thinking: digitised islands instead of a unified ecosystem.
How DCX 2.0 breaks the cycle
DCX 2.0 isn’t just about digitising—it’s about joining the dots. It moves beyond one-off systems and creates an integrated digital content lifecycle that sticks.
That means:
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Defining a scope that’s achievable and sustainable
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Focusing on user adoption and organisational readiness
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Using technology to simplify, not complicate
DCX 2.0 projects don’t chase every feature—they prioritise what matters most, and they build momentum through visible success.
Ricky's Rule
“Technology doesn’t transform. People do.”
Tools come and go. What makes a project stick is the way people engage with it, day after day.
Next Steps
If you’re planning a DAM upgrade—or just tired of starting from scratch every few years—take a look at Digital Content Transformation 2.0: A Practical Guide to DCX That Sticks.
It’s built from 30 years of lessons, case studies, and practical steps for defining a scope that works.
Ready to learn more?
