The Pendulum Effect: When Change Swings Too Far, Too Fast
I’m an advocate for embracing change. Change is what progresses organizations, increases efficiency, and paves the way for innovation. Numerous organizations thrive from their ability to methodically and temperamentally implement changes. But what happens when change is implemented too quickly and under unspecified guidance? It causes an aggressive pendulum swing that leads to unaccounted for imbalances.
As leaders, we are charged with making our organization and the people within the organization better than before. Implementing change is key to enabling that charge; however, it challenges us to consider the impact of our decisions, examine the known knowns, and strategically implement changes.
Avoiding the Pendulum Swing: Implementing Change with Precision
History has repeatedly shown that change is necessary for growth, but it can backfire when implemented too aggressively. Rapid change can create unintended consequences that leaders must then scramble to fix. Here are a few examples from recent history that we can learn from.
Zune Zoomed to Sunken Costs
Remember Microsoft’s Zune? Microsoft launched this product in an attempt to compete with Apple’s iPod. Microsoft rushed Zune to market with aggressive branding and marketing instead of gradually building an ecosystem or identifying a unique market advantage. Zune lacked the software integration, user appeal, and innovation needed to compete. As a result, it was discontinued just a few years later–a costly failure.
The “New” Coke Failure
Similarly, Coca-Cola’s decision to completely replace its original formula with New Coke was a well-intended move aimed at staying competitive. However, Coca-Cola completely disregarded a key aspect of what makes its brand notorious–consumer loyalty. Have you ever tried handing a Pepsi to a Coca-Cola fan? The backlash forced Coca-Cola to reverse course in less than three months. It was swift and intense, leading to its withdrawal from the market after just 79 days. The company faced significant costs related to production changes, marketing, and the subsequent reintroduction of the original formula as “Coca-Cola Classic.”
The Google+ Flop
Google launched Google+ as a direct competitor to Facebook. Google aggressively integrated it across all Google services (including YouTube comments) and forced users to create profiles. This rapid, top-down change alienated users, and engagement never took off. Google eventually shut it down in 2019 due to low adoption and security issues. The costs associated with development, integration across services, and eventual discontinuation were likely considerable.
The Cost of Unchecked Change: Lessons for Leaders
New Coke, Zune, and Google+ all serve as cautionary tales of what happens when change is implemented too aggressively. Whether in product innovation, policy, or organizational leadership, the risks of rapid, unchecked change are clear: financial loss, consumer backlash, employee resistance, and even long-term reputational damage.
Bold decisions are a key part of being a strong leader. We are charged with driving progress, but we cannot forget that progress requires strategic implementation. Introduce change?methodically while maintaining an awareness of potential ripple effects, market reactions, and the sustainability of new initiatives.
Consider these guiding principles:
Final Thought
Change isn’t the enemy—reckless implementation is. The key to lasting impact lies in balancing vision with execution. This will ensure that progress is sustainable, strategic, and beneficial for the people it’s meant to serve.
My question for you is: Are you ready to methodically lead your team through change?