Kotter's
Change Model
Learn how to
implement change successfully.
Change is
the only constant.
–
Heraclitus, Greek philosopher
What was true more than 2,000 years ago is just as true today. We live in a world where "business as usual" is change. New initiatives, project-based working, technology improvements, staying ahead of the competition – these things come together to drive ongoing changes to the way we work.
Whether
you're considering a small change to one or two processes, or a system wide
change to an organization, it's common to feel uneasy and intimidated by the
scale of the challenge.
You know
that the change needs to happen, but you don't really know how to go about
delivering it. Where do you start? Whom do you involve? How do you see it
through to the end?
There are
many theories about how to "do" change. Many originate with
leadership and change management guru, John Kotter. A professor at Harvard
Business School and world-renowned change expert, Kotter introduced his
eight-step change process in his 1995 book, "Leading Change." We look
at his eight steps for leading change below.
Step 1: Create Urgency
For change
to happen, it helps if the whole company really wants it. Develop a sense of
urgency around the need for change. This may help you spark the initial
motivation to get things moving.
This isn't
simply a matter of showing people poor sales statistics or talking about
increased competition. Open an honest and convincing dialogue about what's
happening in the marketplace and with your competition. If many people start
talking about the change you propose, the urgency can build and feed on itself.
What you can
do:
+ Identify potential threats and develop scenarios showing what could happen in the future
+ Examine opportunities that should be, or could be, exploited.
+ Start honest discussions, and give dynamic and convincing reasons to get people talking and thinking.
+ Request support from customers, outside stakeholders and industry people to strengthen your argument.
+ Identify potential threats and develop scenarios showing what could happen in the future
+ Examine opportunities that should be, or could be, exploited.
+ Start honest discussions, and give dynamic and convincing reasons to get people talking and thinking.
+ Request support from customers, outside stakeholders and industry people to strengthen your argument.
Kotter
suggests that for change to be successful, 75 percent of a company's management
needs to "buy into" the change. In other words, you have to work
really hard on Step 1, and spend significant time and energy building urgency,
before moving onto the next steps. Don't panic and jump in too fast because you
don't want to risk further short-term losses – if you act without proper
preparation, you could be in for a very bumpy ride.
Step 2: Form
a Powerful Coalition
Convince
people that change is necessary. This often takes strong leadership and visible
support from key people within your organization. Managing change isn't enough
– you have to lead it.
You can find
effective change leaders throughout your organization – they don't necessarily
follow the traditional company hierarchy. To lead change, you need to bring together
a coalition, or team, of influential people whose power comes from a variety of
sources, including job title, status, expertise, and political importance.
Once formed,
your "change coalition" needs to work as a team, continuing to build
urgency and momentum around the need for change.
What you can
do:
· + Identify
the true leaders in your organization, as well as your key stakeholders .
· + Ask
for an emotional commitment from these key people.
· + Work
on team building within your change coalition.
· + Check
your team for weak areas, and ensure that you have a good mix of people from
different departments and different levels within your company.
Step 3: Create a Vision for Change
When you
first start thinking about change, there will probably be many great ideas and
solutions floating around. Link these concepts to an overall vision that people
can grasp easily and remember.
A clear
vision can help everyone understand why you're asking them to do something.
When people see for themselves what you're trying to achieve, then the
directives they're given tend to make more sense.
What you can
do:
· + Determine
the values that are central to the
change.
· + Develop
a short summary (one or two sentences) that captures what you "see"
as the future of your organization.
· + Create
a strategy to execute that vision.
· + Ensure
that your change coalition can describe the vision in five minutes or less.
Step 4: Communicate the Vision
What you do
with your vision after you create it will determine your success. Your message
will probably have strong competition from other day-to-day communications
within the company, so you need to communicate it frequently and powerfully,
and embed it within everything that you do.
Don't just
call special meetings to communicate your vision. Instead, talk about it every
chance you get. Use the vision daily to make decisions and solve problems. When
you keep it fresh on everyone's minds, they'll remember it and respond to it.
It's also
important to "walk the talk." What you do is far more important – and
believable – than what you say. Demonstrate the kind of behavior that you want
from others.
What you can
do:
· + Talk
often about your change vision.
· + Address
peoples' concerns and anxieties, openly and honestly.
· + Apply
your vision to all aspects of operations – from training to performance reviews.
+ + Tie everything back to the vision.
+ + Tie everything back to the vision.
· + Lead
by example .
Step 5:
Remove Obstacles
If you
follow these steps and reach this point in the change process, you've been
talking about your vision and building buy-in from all levels of the
organization. Hopefully, your staff wants to get busy and achieve the benefits
that you've been promoting.
But is
anyone resisting the change? And are there processes or structures that are
getting in its way?
Put in place
the structure for change, and continually check for barriers to it. Removing
obstacles can empower the people you need to execute your vision, and it can
help the change move forward.
What you can
do:
· + Identify,
or hire, change leaders whose main roles are to deliver the change.
· + Look
at your organizational structure, job descriptions, and performance and
compensation systems to ensure they're in line with your vision.
· + Recognize
and reward people for making change happen.
· + Identify
people who are resisting the change, and help them see what's needed.
· + Take
action to quickly remove barriers (human or otherwise).
Step 6: Create Short-Term Wins
Nothing
motivates more than success. Give your company a taste of victory early in the
change process. Within a short time frame (this could be a month or a year,
depending on the type of change), you'll want to have some "quick wins " that your staff can see. Without this,
critics and negative thinkers might hurt your progress.
Create
short-term targets – not just one long-term goal. You want each smaller target
to be achievable, with little room for failure. Your change team may have to
work very hard to come up with these targets, but each "win" that you
produce can further motivate the entire staff.
What you can
do:
· + Look
for sure-fire projects that you can implement without help from any strong
critics of the change.
· + Don't
choose early targets that are expensive. You want to be able to justify the
investment in each project.
· + Thoroughly
analyze the potential pros and cons of your targets. If you don't succeed with
an early goal, it can hurt your entire change initiative.
· + Reward the people who help you meet the targets.
Step 7: Build on the Change
Kotter
argues that many change projects fail because victory is declared too early.
Real change runs deep. Quick wins are only the beginning of what needs to be
done to achieve long-term change.
Launching
one new product using a new system is great. But if you can launch 10 products,
that means the new system is working. To reach that 10th success, you need to
keep looking for improvements.
Each success
provides an opportunity to build on what went right and identify what you can
improve.
What you can
do:
· + After
every win, analyze what went right, and what needs improving.
· + Set
goals to continue building on the
momentum you've achieved.
· + Learn
about kaizen,the idea of continuous
improvement.
· + Keep
ideas fresh by bringing in new change agents and leaders for your change
coalition.
Step 8: Anchor the Changes in
Corporate Culture
Finally, to
make any change stick, it should become part of the core of your organization.
Your corporate culture often determines what gets done, so the values behind
your vision must show in day-to-day work.
Make
continuous efforts to ensure that the change is seen in every aspect of your
organization. This will help give that change a solid place in your
organization's culture.
It's also
important that your company's leaders continue to support the change. This
includes existing staff and new leaders who are brought in. If you lose the
support of these people, you might end up back where you started.
What you can
do:
· + Talk
about progress every chance you get. Tell success stories about the change
process, and repeat other stories that you hear.
· + Include
the change ideals and values when hiring and training new staff.
· + Publicly
recognize key members of your original change coalition, and make sure the rest
of the staff – new and old – remembers their contributions.
· + Create
plans to replace key leaders of change as they move on. This will help ensure
that their legacy is not lost or forgotten.
Key Points
You have to
work hard to change an organization successfully. When you plan carefully and
build the proper foundation, implementing change can be much easier, and you'll
improve the chances of success. If you're too impatient, and if you expect too
many results too soon, your plans for change are more likely to fail.
Create a
sense of urgency, recruit powerful change leaders, build a vision and
effectively communicate it, remove obstacles, create quick wins, and build on
your momentum. If you do these things, you can help make the change part of
your organizational culture. That's when you can declare a true victory. then
sit back and enjoy the change that you envisioned so long ago.
Peter Mclees, LMFT
Principal
P. S. Smart Development Inc. has an exceptional track record helping restaurants, stores, branches, distribution centers, food production facilities, and other businesses create a strong culture, leadership bench strength and the teamwork necessary for growth. Having worked with several companies throughout their growth cycle, we have valuable insights and strategies that would help any late stage startup, small or medium sized company achieve sustained growth and prosperity.
http://smartdevelopmentinc.com/
P. S. Smart Development Inc. has an exceptional track record helping restaurants, stores, branches, distribution centers, food production facilities, and other businesses create a strong culture, leadership bench strength and the teamwork necessary for growth. Having worked with several companies throughout their growth cycle, we have valuable insights and strategies that would help any late stage startup, small or medium sized company achieve sustained growth and prosperity.
http://smartdevelopmentinc.com/