Slides for my Nov 18, 2020 AgileTO presentation on "Social Identity and Change Management"

1. AgileTO Quick Talk
Social Identity and Change Management
Nov 18, 2020

2. Scenario: Product roadmap planning process
Item #1
…
Item #2
Item #nProduct Dev Team
1. Pitch + Q&A
2. Ballpark Estimation
3. Construct Roadmap

3. Scenario: Product roadmap planning process
Problem (Motivation for change):
1. No requirement or scope for the proposed ideas
2. Estimations were way off
3. Only half of the items were completed each year

4. No estimation for
roadmap
Dev Mgr
Product
Scenario: Product roadmap planning process
Too bad!

5. Is he an ally
or a foe?
Social Identity Theory allows individuals to gather
information about both themselves and others based upon
how they decide to classify themselves into various groups

6. How do I
want to be
associated?
Membership of multiple groups
• Gender
• Age group
• Marital status
• Nationality
• City/region
• Occupation
• Education
• Social class
• Religion
• Political persuasion
• Sexual persuasion
• Supporter of a sports team
• Involvement in a hobby, sport or activity
• Consumer of a brand
• Viewer/reader of certain types of media
• Employee of a firm, etc.

7. How do I
want to be
associated?
Social identity and organizations
• Employee of a bank
• Product Manager
• An up-and-coming executive
• Key member of a cross-functional team
• Golfer
• 3rd floorer
• It’s just a job, I ain’t those career people
Who is he?
Ally or foe?

8. Performance of the group affects the members
Group Value ↑ Individual Value ↑
Winning Team!
Individual Value ↑
Yay we are awesome!
Individual Value →
Sure… whatever

9. Performance of the group affects the members
Group Value ↓ Individual Value ↓
Defend!
Individual Value ↓
Defend!
Individual Value →
Meh… I don’t associate
strongly with this group

10. Scenario: Product roadmap planning process
Dev Team
Group Value ↓
Dev Mgr
Individual Value ↓
Not delivering

11. No estimation for
roadmap
Dev Mgr
Scenario: Product roadmap planning process

12. No estimation for
roadmap
Dev Mgr
Scenario: Product roadmap planning process

13. No estimation for
roadmap
Dev Mgr
Scenario: Product roadmap planning process
= Product Group Value ↓

14. No estimation for
roadmap
He is a foe!
Dev Mgr
Product
Scenario: Product roadmap planning process
= Product Group Value ↓

15. No estimation for
roadmap
He is a foe!
Dev Mgr
Product
Scenario: Product roadmap planning process
= Product Group Value ↓

16. What Social Identity Theory tells us about Change Management

17. What Social Identity Theory tells us about Change Management
1. Evolutionary instead of Revolutionary Change

18. What Social Identity Theory tells us about Change Management
1. Evolutionary instead of Revolutionary Change
2. Propose problem, include others in mapping out the solution

19. What Social Identity Theory tells us about Change Management
1. Evolutionary instead of Revolutionary Change
2. Propose problem, include others in mapping out the solution
3. Understand social identity and motivation behind resistors

20. Resources

24. Shuman Ip
Director, Portfolio Delivery
@autoTrader.ca
www.linkedin.com/in/shumanip/
@shumanip
www.shumanip.com