There is a lot of talk about how 20th century organisations need to change to be successful in the 21st century. And when we say organisations need to change, we actually mean people, as they make up and shape organisations.
Change is a process, not an event
Change is a process, not an event. It is underpinned by a learning process, as depicted below:
The end of the process may be fuzzy and thus be without concrete end date. However, the learning process is coming to an end once a person has learned a new skill, behaviour or technology and is first consciously and later unconsciously applying and using it. Traditional IT change management has always been about the changing technology itself. Change requests are raised for new features. Communication is tailored towards explaining new functionality. The traditional change management process is often part of an IT initiative with a defined start and end date. Becoming a 21st century company is not purely about introducing new technology. It is about new work models, new (social) contracts between employer and employees, new behaviours, a different corporate culture and organisational structures. Unlike technology, this is all rather fuzzy.
In the past ten years many organisations have experimented with new (social) technology to address existing business problems. Many of them focused on the technology aspect, some paid lip-service to the importance of behaviour and culture, though few really lived it. Changing technology is something tangible and can often be implemented by a project team. A business case is construed based on the most disputable facts. And of course, a start and end-date is set, ideally within a short timeframe to deliver results and be predictable. Organisations did themselves a disfavour though, as these projects did not yield the promised results. Many of them are now going through the Trough of Disillusionment, rethinking and redesigning the early initiatives. Other companies have been more realistic and strategic (holistic) about their initiative to evolve from a traditional to a social (connected) business. It’s not about implementing a set of technologies but about becoming a 21st century business. A great example is the Robert Bosch GmbH in Germany. Joachim Heinz of Robert Bosch GmbH presented the journey of his company at the recent Enterprise 2.0 Summit in Paris. What is noticeably different to other companies is the realistic and holistic design of the change process. Joachim said that it will take between 7 – 10 years. It may sound like a long time, but again probably realistic for what the company is set out to do and based on what kind of actual change we have seen in the past 10 years.
Change or be changed!
Change or be changed! When you listen to the conversations between E20 practitioners in general or at the Enterprise 2.0 Summit in particular it is often like preaching to the converted. But then they return to Planet Earth and reality kicks in. People immersed in their day-to-day work life don’t see the need for change, are afraid to change, have other priorities. Change or be changed. While it is a true statement, it immediately creates resistance because it is seen as a threat. Change is a learning process as depicted above. The question is whether we could and should accelerate the process. So I asked this question on Twitter during Joachim’s presentation at the E20 Summit and it evoked pushback from people, whose opinion I value and trust.
With its strategic and long-term programme Bosch is actively facilitating the learning / change process. In a sense, it is also accelerating the process. Maybe it does take 7 – 10 years instead of 10 – 15 years. What we should not be aspiring to is to let change happen, especially when meeting resistance.
A Change Acceleration Programme
We can’t expect people to simply change. At the same time we often can’t afford to wait until people are willing to change. In a recent client engagement I created a Change Acceleration Programme (partly inspired by General Electric’s Change Acceleration Programme) to plant the seeds for change. Based on an overall strategy it comprised a large number of concrete tactics, nudges and messages to help people change. Some of these tactics and nudges were derived by applying the Influencer Framework (Amazon) for specific people (CEO, COO etc.) and roles within the 40,000 employee strong organisation, others based on my own experience from other engagements or inspired by other practitioners. The initial tactics and nudges were targeted primarily at changing employees’ behaviour from ‘working in silos’ to ‘working out loud’. The better you understand the motivation and ability of single individuals the better (and quicker) you can help them change and learn new behaviours, skills and technologies. (Shameless plug: 21 of my fellow change agents of the Change Agents WorldWide network just published our first e-book ‘Changing the world of work. One human at a time’). Below is just a very short list of change tactics that were part of the programme:
- Supporting key company events
- Reverse Mentoring (Video; Reverse Mentoring at Bosch)
- Email-Free-Friday / Meeting-Free-Friday
- Flow of Work integration (Desktop, Mobile, IM, Office, Email, ERP)
- Ask Me Anything
- When To Use What Matrix
- Before/After Scenarios
- Card decks for specific roles
- A day in the life of…
Sometimes, your posters, brown-bag lunches, user manuals and other communication and education material is simply not enough. You will need to find more creative ways of nudging people into the right direction and facilitate the change process. The tactics above and their exact content and approach depend on the organisation and should therefore not be simply copied.
To sum it all up, I believe we could and should accelerate change by facilitating the underlying learning process and influencing behaviours. For that we will need to zoom into the individual and group layer, rather than talking about big-splash change that is orchestrated only on the organisational level.
© Picture Credit: Christoph Schmaltz