Transforming while performing – Insights from Sara Tate

The current climate underscores that virtually every business is undergoing transformation, balancing change with ongoing performance demands. This dynamic, often described as "transforming while performing," necessitates continuous operation amidst change.?

But while businesses commonly concentrate on tools, technology, and processes—essential components of progress—there's a critical success factor I believe is frequently overlooked. And without this element, transformation efforts can falter: People.?

One of the key lessons I learnt, especially after transitioning to a leadership role, is that any transformation or organizational change always relies upon people changing their daily actions within the business.

This overlooked factor is highlighted by David A. Shore, Doctor of Philosophy, Education/Strategy, Southern Illinois University, who remarked on the innate human resistance to change:?

“People are people—carbon and water. As such, we resist change. It’s important to recognize that managing change is about upsetting people only at a rate that they can tolerate. It’s all about physics. For change there must be movement. With movement there is friction”.

This resistance underscores the importance of managing change at a pace people can tolerate, acknowledging that any movement will inevitably create friction.

This is why at its core, Transformation is about behavior change.?

Regardless of the advancements in AI or digital technology, the fundamental nature of how people respond to change remains constant. People can be concrete or accelerant for an organization's change initiative and recognizing this is paramount for success.?

But leaders should be mindful that today's workforce is experiencing change fatigue.? Gallup ’s “State of the Global Workplace” survey reveals a decline in global workforce engagement and willingness to support enterprise change.

The good news is that thoughtful engagement of talent in change initiatives might be the solution. 麦肯锡 ’s “The people power of transformations” survey states that people can get more inclined to embrace change, when they feel a part of the process.

Transformation should be approached as a brand-building exercise rather than a mere process.?

Marketers, with their expertise in influencing behavior, are thus uniquely positioned to lead transformation efforts. By applying brand-building strategies to transformation initiatives, marketers can inspire meaningful change:?

It is important to call out that one should remember that any transformation is a continuous effort -- often the moment you're tired of repeating something is when people begin to listen, due to the abundance of other distractions in an organization.

TwentyFirstCenturyBrand’s Transformation Model to unlock transformation that sticks?

A critical note to start is that you will never have all the answers since something new like AI could emerge mid-process. But the goal is to provide enough vision and engagement to help people design solutions as you progress, bringing them along on the journey. This approach aims to calm the organizational nervous system rather than ensuring you have all the answers, which isn't always feasible.?

We have identified five elements to unlock "Transformation that sticks" which focus on behavior changes: Diagnose, Unite and Enroll, and Inspire, Equip, and Sustain:

Diagnosing involves understanding barriers to change within your organization, taking the temperature of its culture and mindset. It's about gauging readiness for change and learning from past transformations. Each organization's dynamics and power structures vary, affecting the approach needed for successful transformation.

The next phases, Unite and Enroll, are crucial:?

Uniting involves creating a compelling vision for change that gives people a reason to rally. It should be an inspiring and unifying narrative, distinct for every business but serving as a beacon during transformation.?

Enrolling means identifying and addressing the specific needs and mindsets of different groups within the organization, ensuring they're on board and engaged in the process. By defining clear, strategic objectives and involving key stakeholders in their creation, you establish a shared commitment to the transformation journey.

The next phase clients often jump to first is 'Inspire.' It's crucial but not the only step. This phase involves getting everyone's emotional energy aligned with the big vision, like a Super Bowl spot that makes people want to get on board. It's about engaging people emotionally and creatively addressing potential objections with fun and innovative approaches.

And finally, Equip speaks to developing bespoke tools, training and playbook’s for talent to implement change in their roles every day, while Sustain which will require rituals and artifacts to sustain change in the long run.

Marketers have a unique advantage in driving change due to their narrative and visionary skills. They're often at the forefront of significant transformations, especially when they ensure to include all parts of the business and external partners affected by the change and keep their focus on the people.

If Transformation is on your agenda too, we'd love to hear from you.