Prosci - Stop talking about "What you do" and Start talking about "What you deliver".

Copyright Prosci 2014. All rights reserved. #CMdelivers @Prosci @timcreasey1
webinar@prosci.com
Prosci Change Management Webinar
Stop Talking About "What You Do" and
Start Talking About "What You Deliver"

Copyright Prosci 2014. All rights reserved. #CMdelivers @Prosci @timcreasey
Where to find today’s slides with poll
results
2
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page - Like us!
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Contact Prosci:
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Prosci’s Mission Our Principles:
• Research-based
• Holistic
• Easy-to-use
Our Resources:
•  Published products and tools
•  Web-based tools and applications
•  Face-to-face training
•  Train-the-Trainer
To help individuals and organizations build
their own change management competencies
through development and delivery of research-
based, holistic, and easy-to-use tools and
methodologies.
Prosci
®
Webinars
•  Educational
•  Thought provoking
•  Insights into new development
•  New ideas, phraseology, language, and frameworks
•  Give you at least an hour per week to think about
change management
…………………………………….....................................
........................

Agenda
•  WHY we need to change
what we talk about
•  HOW to change what
we talk about
•  WHAT we can do to
change our conversations
5
© 2013 Simon Sinek, Inc.
www.startwithwhy.com
Simon Sinek’s
Golden Circle
Based on:

First, Definitions:
7
Stakeholder Analysis
Impact Assessments
Change Management Strategy
Communications Plan
Sponsor Roadmap
Coaching Plan
Training Plan
Resistance Management Plan
Feedback Collection
Sustainment Activities
What you do

First, Definitions:
8
What you deliver
(“Why”)
Drive benefit
realization
Ensure ROI
Enable results and outcomes
employee adoption
and usage of change
…through…

What would you say…
you do here?
9
“I conduct readiness assessments,
complete impact analyses, build strategies,
create change management plans and
support integration into project plans.”
“I help us capture the portion of
project benefits that depends on
employee adoption and usage.”

People don't buy
what you do, they
buy why you do it.
Simon Sinek
11 #CMdelivers @Prosci @timcreasey

WHY
HOW
WHAT
Gain
Commitment
Address
Misconceptions
A&D
Before
K&A
Improve
Change
Outcomes
Provide
Context
Solve
Their
Problems
Speak
Their
Language
“Start
with
Why”
In the
words
you use
In your
elevator
pitch
In your
value
proposition
In your
work

WHY
Gain Commitment
14
Buy-in Mindshare Approach Resources

The best laid schemes
o' mice an' men
Gang aft a-gley
[without sponsor and
leader commitment]
Robert Burns

WHY
Address Misperceptions
16
“Nice to have” Optional
Just communication
and training LIFO-able
“That’s the soft side
of change”

“Knowing what to do with a toon is easy.
It's getting them to do it that's hard.“
Ender to Bean in Ender’s Game, Orson Scott Card
17

WHY
A&D Before K&A
18
© 2012 Prosci and Bill Cigliano
Awareness
& Desire
Knowledge
& Ability
•  Why? Why now?
•  What if we don’t?
•  What’s In It For Me?
•  What are we actually
going to do?
•  How will we do it?
“A good portion of what we expect
from this project depends on adoption
and usage. If you want ROI, we need
to drive adoption and usage.”
“We need to: 1)apply a structured
approach, 2) scale and customize our
strategy, and 3) integrate CM plans and
activities into the overall project plan.”
Prosci
®
ADKAR
®
Model

WHY
Improve Change Outcomes
19
16% 46%
77%
96%
0%
100%
Poor Fair Good Excellent
(n=244) (n=653) (n=834) (n=165)
Change Management Effectiveness
Percent of study participants who
met or exceeded objectives
•  Improve project results
and outcomes
•  Drive benefit realization
and financial return
•  Minimize risks
•  Reduce “re” costs

WHY
HOW
WHAT
Gain
Commitment
Address
Misconceptions
A&D
Before
K&A
Improve
Change
Outcomes
Provide
Context
Solve
Their
Problems
Speak
Their
Language
“Start
with
Why”
In the
words
you use
In your
elevator
pitch
In your
value
proposition
In your
work

HOW
Provide Context
21
O
HH
O
HH
O
HH
Here is change management
(in a vacuum)
Here are the expected benefits
from a change and the portion
that depends on employees doing
their jobs a new way
(that is what I contribute)

TransitionCurrent Future
Results and Outcomes Depend on
Employee Adoption and UsageWithchangemanagementWithout
=
X project
benefits
created
Current FutureTransition
Adoption
and usage
gets bumpy
Adoption
and usage
takes longer
Adoption
and usage
incomplete
Adoption
and usage
not as expected
<X
22

Priority is a
function of
context
Stephen Covey

The leader’s problem is:
I have a change on the table
and I need to deliver the
expected results and outcomes
HOW
Solve Their Problems
25
Your job: connect what you do to solving their problems
The leader’s problem is not:
I don’t have change
management on
my change initiative

People don’t buy a
quarter-inch drill bit, they
buy a quarter-inch hole.
You’ve got to study the
hole, not the drill. The drill
is just the solution for it.
Theodore Levitt
(Leo McGinneva)

HOW
Speak Their Language
28
“Executives speak three
languages: finance, finance and
finance.”
- Jeff Hiatt, Prosci Founder
Your job: express the value of CM in their language
+ Strategy execution
+ Competitive advantage
+ Core competency
+ Their own legacy

If you talk to a man in a
language he understands,
that goes to his head. If you
talk to him in his language,
that goes to his heart.
Nelson Mandela

WHY
HOW
WHAT
Gain
Commitment
Address
Misconceptions
A&D
Before
K&A
Improve
Change
Outcomes
Provide
Context
Solve
Their
Problems
Speak
Their
Language
“Start
with
Why”
In the
words
you use
In your
elevator
pitch
In your
value
proposition
In your
work

WHAT
In the Words You Use
33
Communications
Training
Stakeholders
Resistance
Resilience
Assessments
Templates
Return on Investment
Benefit Realization
Results
Outcomes
Objectives
Sustainment

WHAT
In the Words You Use
35
What is the ROI of
change management?
Nebulous
Lacks context
What portion of
project benefits
depend on employee
adoption and usage?
Focused
With context

WHAT
In Your Elevator Pitch
The goal is not:
To be precise and complete
The goal is:
To get asked back!!!
36
You have 30 seconds to describe
change management. Go!

An ounce of context
is worth a pound of
isolated facts.
@daveElf

WHAT
In Your Value Proposition
“A positioning statement that describes
for whom you do what uniquely well”
- Michael Skok
– Target “buyer”
– Their problem
– Your solution
– Better than the alternative
38
Value proposition framework from Michael Skok, Startup Secrets: Building a Compelling Value Proposition,
www.entrecapitalist.com/resource/building-compelling-value-proposition. Used with permission.

It’s about the results
we deliver, not the
work that we do.
Tim Creasey

WHY
HOW
WHAT
Stop Talking About
"What You Do"
and
Start Talking About
"What You Deliver"

In a recent webinar, Tim Creasey, Chief Development Officer at
Prosci, suggested we shift the conversation. He suggests we ask
instead “what percent of project benefits and outcomes depend
on employees adopting, embracing and utilizing the change?”
This question was a real "aha" moment for me. It was a revelation
that I have embraced, adopted and utilized! It has opened doors.
I have now asked this question of leaders on two separate projects.
“What percent of the project benefits and outcomes depend on
employees adopting, embracing and utilizing the tool and process
we are implementing?” In both cases, eyes have widened and I
see minds whirling. Out of their mouths I hear, voices shaking,
“90-100%!” I respond, “So, what you are telling me is that we can
develop the most amazing tool and process and if employees don’t
adopt, embrace and utilize it then we have wasted our time and
money?” Heads slowly nod. I reply, “THAT’S change management.”
Testimonial on the power of shifting the conversation
41

Where to find today’s slides with poll
results
42
Being Human Company Linked in
Profile – Follow us!
Being Human Pty Ltd
page - Like us!
For recorded Webinars, visit www.portal.prosci.com
Slideshare.net/BeingHumanAustralia
Slides and recording available
Follow us for notifications on new posts

Prosci - Stop talking about "What you do" and Start talking about "What you deliver".

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