Oct 31st, 2008
How to Change?
How do you make a large number of people to change at the same time?
Note the operating words. How implies a methodology that can be learned and practiced. Make signifies the intent. Large so that this is non-trivial. Lastly, same time means the degree of control.
Military perfected this art long time ago. Recruits go through a process that strips individuality and imprints discipline and obedience. After that, rigid structures guarantee the clarity and efficiency of the communication. When the commander gives the order, a massive number of people turn on a dime, at least when they are well-trained.
The fashion industry has a different approach. They have mastered human’s innate tension between novelty and conformity. With clever messaging, the industry seduces society to change voluntarily, quickly, and predictably.
Companies change too, some successfully, like GE, Intel, HP, and several others commonly studied and written about. Countries sometime change at stunning speed. Look at the transformation of China. No one visited 10 years ago would recognize its current state.
But how? To effect changes for a large number of people, the change agent must first understand those very people and execute with a methodology. People change twice: once internally and the 2nd time in behavior with their group. In the beginning of the process, people look for reasons not to change. Once the tipping point has been reached, they embrace it and the change accelerates. The challenge becomes keeping the balance of fast proliferation and the lost of control.
Of course, there is the traditional corporate-style change management: get senior executive endorsement, socialize with stakeholders, build early successes, prepare for communication, etc. We are in the era of blurred line between employees and community. New change management must embrace both approaches: the tipping point style and the corporate style.
A manager well-versed on both change styles will be rich rewarded in his/her career path.

