We learn from our mistakes

Three tips (plus one) to drive change in your company

There are many business cases where organisational change has been difficult, time-consuming, opposed, misunderstood and sometimes totally rejected. Here are some suggestions for how best to handle it

3' min read

3' min read

The world of training and consultancy is characterised by recurring trends, fashions and narratives; cyclically, some topics enter the agendas of organisations, either out of real need or to satisfy a need for homologation, while others leave or end up in the shadows.

On the other hand, certain contents, including the evergreen change, remain constantly in vogue in the organisational debate. If, as Heraclitus postulated in early times, 'the only constant is change', then it makes sense for companies and organisations to continually question themselves on how to meet the challenge of change and evolution.

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But when we move from theory to cruel practice, there are many business cases, famous or not, in which organisational change has been difficult, time-consuming, opposed, misunderstood and sometimes totally rejected. In this sense I share an experience I have personally lived.

In the recent past, I facilitated, for the sales management of a major industrial group, a series of workshops to support a change programme that contemplated the adoption of a new mindset and a series of operational innovations, including order management software. The new management software would have brought many advantages: a more efficient classification of customers, greater control over the level of service offered, an immediate reading of the profitability of the individual order/customer, and, once familiar with the system, faster order entry. In summary, the sacrifice required, learning to use the new management system and thus changing one's habits, was far less than the benefits it would bring. In practice, however, adoption was neither natural nor accepted by everyone. I remember, in particular, that one of the salespeople most resistant to the project refused to use the new system and continued with his personal modus operandi of sending orders via the Jurassic Fax, much to the chagrin of change and innovation.

Because change is difficult and exhausting. By its very nature, the human being tries to escape all forms of pain and would spend its existence lounging in the comfort zone.

At least until a set of forces, mainly internal, push him to embrace change, often because he cannot help himself, sometimes because he is driven by a goal that he is so passionate about that it overcomes reluctance and fear.

But what happens when the change is not individual but affects a collective?

What levers need to be activated to successfully trigger organisational change?

A very powerful viewpoint is that developed by brothers Dan and Chip Heath, professors of management at Duke University and Stanford respectively, in their book "Switch. How to Change When Change is Hard" according to which there are 3 fundamental dimensions to driving change:

1) Motivate the elephant: decisively communicate the deep-seated motivations that can move the emotional chords of the group. Out of metaphor, the elephant represents the emotional component, the 'belly' of an individual, of a team, of an ecosystem. The elephant only accepts change if it understands the reason for it, embraces the mission and feels aligned with the values at stake. Without lighting the emotional fuse, change is not triggered.

2) Directing guidance: if the elephant is the belly of an organisation, the guide is its head and represents its rational component. Giving clear, measurable, timed objectives and timely performance indicators is fundamental to directing leadership.

3) Plotting the route: many organisations think that once you have managed to move the elephant and direct the guide, the bulk of the work is done. Gross mistake! Without explaining how objectives can be achieved, without giving support, training, tools, the change project is very likely to founder in the execution phase. The initial emotional charge will break on the rocks of operational difficulties, which will generate frustration and trigger a series of counter-force behaviours against change. Charting the course means getting your hands dirty, pointing out key operational steps, eliminating bottlenecks and nurturing a system of feedback and ongoing support.

What if even this is not enough to drive change?

In that case, my suggestion is to follow the strategy used in the story I shared at the beginning of this article: close the Fax line for good. Because the sense of urgency is brutal, but it almost always works.

*Senior Consultant Newton Spa

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