1. “We Can’t Do That…”
Oh Yes YOU Can!
Tools for Successful Change
PRESENTED BY MICHAEL REARDON
GILMAN SULLIVAN
10/23/2013
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2. TWEET ABOUT OUR SESSION!
#BBCHANGE
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#BBCON
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3. “Hello, Gilman, ah, um, gee,
like we, ah, built it and, ah,
they aren’t using it”
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4. WHAT ARE WE DOING?
• Key Elements
- Leadership, Communication, Involvement
• The Tools
- Audiences, Messages
• The Implementation
- Let’s Pull it All Together!
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5. TALK TO US…
• What kind of changes are you going through right now?
• What kind of things do you know about change?
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11. “All models are wrong.
Some are useful.”
– George E.P. Box
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12. THE GEARS OF CHANGE…
The Organization
Leadership
Communication
Involvement
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13. CONTEXT OF LEADING CHANGE IN YOUR ORGANIZATION
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P. A.!
Priorities
Few resources
Leadership is busy
- Tell and move on
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14. THE NEED – FOUNDATION IN LEADING CHANGE
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15. LEADERSHIP
• Vision/Strategy
• Do you know where you are going?
– Start at the END
• (What is your “Beacon”?)
• Anticipate and Plan for Resistance!
• Comfort, but also Confront
• Feel, Felt, Found
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16. •Resistance is thought transformed into
feeling. Change the thought that
creates the resistance, and there is no
more resistance.
-Robert Conklin
•Paralyze Resistance with Persistence
• Woody Hayes
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17. LEADERSHIP
• Vision/Strategy
• Do you know where you are going?
– Start at the END
• (What is your “Beacon”?)
• Anticipate and Plan for Resistance!
• Comfort, but also Confront
• Feel, Felt, Found
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18. COMMUNICATION
• The Three A’s:
- Who needs to be Aware? Who needs to Approve? Who is Accountable?
• The Three O’s:
- Who needs to just Observe? Who needs to OK it? Who needs to Own?
• The Three C’s
- Who needs to be Cognizant? Who needs to Confirm it? Who is in Control?
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19. AUDIENCES AND PERSUASIVE THEORY
• ELM (Petty & Cacioppo)
- Peripheral Route
- Central Route
• Social Judgment Theory (Sherif)
- Latitudes/Zones
• Acceptance
• Rejection
• Noncommitment
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23. DAD, NORA, AND THE DOOR…
•Loves Dolls, Coloring
•Hates Bugs, Bees
•Hates high bills
•Can be cranky
(not my actual door)
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24. OUR AUDIENCES (AND IT’S ALL ABOUT THEM)
• How many audiences are in your organization?
• How many will be consuming your messages?
• What motivates them?
• Research by Zohar and others argue that there are FIVE motivators:
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Impact on society
Impact on customer
Impact on company and stakeholders
Impact on working team
Impact on me personally
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25. INVOLVEMENT
• Let them have a voice
• ASK THEM! Then LISTEN!! Respond!
• Let THEM write the narrative!
• Do they SEE how they affect the organization? (and vice-versa?)
• Praxis
- Not just talk—execution!
• Do they have any skin in the game?
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26. INVOLVEMENT
“Change is a threat when done
to me, but an opportunity when
done BY me.”
• Rosabeth Moss Kanter
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27. THE WHEELS OF CHANGE…
The Organization
Leadership
Communication
Involvement
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28. THE TOOLS…
• Let’s craft a narrative! (or at least a few sentences)
• ID at least three audiences that will consume your message
• What is important to each of them?
• Write a short announcement that speaks to your audiences and their
motivations
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29. COMMUNICATION PLAN
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Consider your Audiences & Their Current Vibe (+, -, ?)
Aware? Approve? Accountable?
Consider what each Audience wants/needs
Consider your Frequency
Who Owns this Message?
What’s the medium?
Who?
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AAA?
WIIFMs?
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Freq?
Owner?
How?
30. COMMUNICATION TOOLKIT TIPS
• Do you have a GOAL?
• Do you have a core team?
- Have they been trained? Do they know the goal (the thesis)?
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Project Kickoff?
Project Name?
Audience(s) Analyses?
WIIFMs?
FAQ’s
Anticipated Resistance and Responses
Contact Info?
General Timeline?
Ways to Get Involved?
• What’s Your Plan for AFTER?
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33. THE TAKEAWAYS…
• Leadership, Communication, Involvement
• Who is your audience? (and what motivates THEM?)
• How are you using that to message to your audience?
• How are they involved?
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