Presentation of some core concepts in change management, held during Product Tank, March 2017 in Bucharest, Romania. Managing change is a core capability of product managers, as the product team has to navigate through lots of changes: market, tech, organizational, strategy, team etc. For any further questions, reach out @bulent_duagi. #changeon

1. CHANGE
MANAGEMENT
F O R P R O D U C T M A N A G E R S
Product Tank, Bucharest 2017

2. "CHANGELOG"
E N T R E P R E N E U R S H I P
MobileAcademy.ro
H R B U S I N E S S
P A R T N E R I N G
Adobe Romania
Vodafone Romania
Management training:
Heineken, Oracle, Orange
P R O D U C T
M A N A G E M E N T
Bitdefender
Consulting: Ajusto.ro
Adobe Kickbox program graduate
Mentor: MVP Academy, Innovation
Labs, Startup Weekend, Startarium,
Carbon, UA Incubator
C O M M U N I T Y
I N V O L V E M E N T
Product Mng: Product Tank
Marketing: IAA YP
HR: Young HR Pros / HR Hub
Urban planning: Cities 2.0

3. CHANGE STORIES
Adobe: salary increases in 2012
Adobe: redistributing 40+ employees with 0% attrition
Adobe: implementing input from Pulse surveys
Vodafone: merging two departaments
Vodafone: eliminating forced performance ranking
Bitdefender: updating the 2015 roadmap
Bitdefender: introducing the "Design Sprint",
constant user research, customer journey mapping
Bitdefender: preparing for multi-platform
MobileAcademy.ro: from B2C to B2B
MobileAcademy.ro: from training to consulting
MobileAcademy.ro: responding fast to new market
needs (DevOps)

4. T = (C + R + P) / SI
Trust
Credibility
Reliability
Personal connection
Self-interest
T R U S T
E Q U A T I O N

5. Stakeholder Analysis
Stakeholder
Stakeholder 1
Stakeholder 2
Stakeholder 3
Stakeholder 4
Stakeholder 5
Stakeholder 6
StronglyAgainst
Moderately
Against
Neutral
Moderately
Supportive
Strongly
Supportive
Reason Action plan
X
X
X
X
X
X
O
O
O
O
O
O

6. T R A V E L F A S T . C O
10
20
30
40
Innovators
Early
Adopters
Early
M
ajority
Late
M
ajority
Laggards
0
A D O P T I O N C U R V E

7. 3. Trial / consideration
2. Interest
1. Awareness
4 . D E C I S I O N
5. ADOPTION

8. D E S I R A B I L I T Y P R A C T I C A L I T YD I S S A T I S F A C T I O N
D x D x P > R
C H A N G E E Q U A T I O N
R E S I S T A N C E
T O C H A N G E

9. A D V A N C E D
P E R S O N A L I T Y
A S S E S S M E N T
For adapting the message better for
each stakeholder.
Examples: MBTI, SDI, Emergenetics
K O T T E R ' S 8 S T E P S
1. Create urgency
2. Form a powerful coalition
3. Create a vision for change
4. Communicate the vision
5. Remove obstacles
6. Create short-term wins
7. Build on the change
8. Anchor the changes in culture
I N F L U E N C E M A P
Who influences who?
How strong is the influence of each
node in the stakeholder graph?
C H A N G I N G H A B I T S
Individual level
Team level
Organizational level
Resource:
The Power of Habit, Charles Duhigg

10. T H A N K
Y O U
@ B U L E N T _ D U A G I