Leading Through Change — A People-First Approach in the Face of Disruption

Change is an inevitable part of business, especially in tech, where the landscape shifts constantly. The challenge isn’t just about keeping up with changes but guiding their teams through the turbulence that comes with them. I recently had the opportunity to discuss this topic with Philip Portman , CEO of Textdrip , who has expertly led the company through the implementation of 10DLC—a major regulatory shift—without sacrificing jobs or morale, while the broader tech industry saw layoffs happening left and right.

Here’s what he shared about his approach to navigating change with his team:

Open and Honest Communication

In times of uncertainty, transparency becomes more critical than ever. Phil emphasized the importance of keeping communication lines open, not just in delivering news but in fostering trust.

“People need to feel a sense of ownership, and the best way to achieve that is through open dialogue,” he says.

By being transparent about what’s happening and why, leaders can alleviate fears and create a sense of stability even in uncertain times. For Textdrip, this meant explaining the 10DLC regulations clearly to the team, allowing them to see the bigger picture and feel involved in the company’s direction.

Focus on the "Why"

Phil believes people are more likely to embrace change when they understand the reason behind it.

"If people see how the changes benefit not just the company but themselves as well, they’re more likely to get on board," he explained.

When 10DLC rolled out, Phil focused on how compliance with the new regulations would ensure the company's long-term success, which would in turn protect their jobs and future growth. By highlighting the bigger picture, he made it easier for his team to accept and support the necessary changes.

Keep It Simple

Phil's approach to leading through change also includes cutting through the noise and simplifying where possible.

"Change can be overwhelming, so the more you can streamline things, the better," he said.

For Phil, this often means automating repetitive tasks to free up his team’s time and mental bandwidth. By keeping things simple and focusing on the essentials, he helped his team stay focused and efficient during a time of uncertainty.

Empower the Team

When leading through disruption, Phil believes it’s crucial to make the team part of the solution.

"People are more motivated and engaged when they feel like they're contributing to the path forward," he shared.

At Textdrip, Phil gave his team the opportunity to suggest solutions and be involved in decision-making. By empowering his employees, he built a culture of ownership, where everyone was invested in the company’s success.

Adapting and Pivoting

The ability to pivot when things don’t go as planned is another key aspect of leadership during change.

“The more you can roll with the punches, the easier it will be to navigate tough times,” Phil notes.

In an industry where disruptions happen fast, having the flexibility to adapt strategies is essential. Textdrip’s success didn’t come from sticking rigidly to one plan but from its willingness to evolve in response to challenges.

Investing in the Team

Lastly, Phil highlights that no strategy for navigating change is complete without investing in the team’s development.

“Make sure your team has the resources they need to succeed,” he says.

This includes both the tangible tools needed for success and the less tangible support like training, mentorship, and mental well-being initiatives. A well-supported team is a resilient team, ready to weather any storm.

Reflecting on Textdrip’s journey through the 10DLC implementation, it’s clear that technology and processes are only part of the equation. “Building a strong company culture based on trust, respect, and open communication is essential for navigating change successfully,” Phil concludes.

As we face more technological disruptions in the future, these lessons are not just reminders of good leadership—they are reminders of the power of people in driving companies forward. Phil's story is a testament to the fact that when you put your people first, you build a team that's not just capable of surviving change but thriving in it.

In a world where change is constant, leaders who communicate openly, empower their teams, and invest in their development are the ones who will lead their companies to long-term success. It's not about avoiding disruption, but about embracing it with the strength of a united team.

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