rocking the boat, creating change: naed adventure conference
TRANSCRIPT
Creating Change
NAED AdVenture Marketing Conference @LoisKelly
Rocking the boat without falling out
1. Challenges2. Qualities3. Essential strategies 4. If you’re the boss5. Open mic
My biggest challenge in creating change is:
1.Afraid I might hurt my reputation/career
2.My boss is resistant to most new ideas
3.I hate dealing with conflict and controversy
4.The approval processes makes me crazy
5.My ideas go against the organizational culture
The top reasons my organization resists change:
1.Execs/owners will never agree to it
2.Not enough resources/too expensive/no budget
3.We’ve tried that before and it didn’t work
4.Need more convincing ROI
5.Like the way things are
Magical thinkingAssumptions
Fears
Love way it wasCertainty
The real obstacles are usually overlooked, not addressed.
Discomfort
Troublemakers Good Rebels
Complain Create
Break rules Change rules
Me-focused Mission-focused
Problems Possibilities
Alienate Attract
Energy-sapping Energy-generating
Assertions Questions
Pessimist Optimist
Point fingers Pinpoint causes
Worry that… Wonder if…
Obsessed Reluctant
Source: Rebels At Work
We have no money so we’ll have to think.
-- Sir Ernest Rutherford, father of nuclear physics
The Change Quest
See nee
d
Face fears
Prepare
Frameissue
Enlistsupport
Communicate like activist
Prepare for
conflict
Succeed or quit
Assess Reframe Adjust
Low Medium High
How much value would this idea provide?
Do we believe it’s possible?
How much do we want to do it?
Can we measure whether it’s working?
Is it worth taking on?
Prepare
TENACITY
Prepare
FOUNDATIONAL: relationships and trust
Prepare
What’s at stake
Show how the idea relates to what people want.
What could be Make the status quo unappealing.
Why it can work
People support ideas they think can work.
What do people in your organization really want? Is it stated or unstated?
Frame idea, communicate to effect behavior
Frameissue
What it’s like today
What it could be like
Frameissue
What are your unshakable beliefs?
Frameissue
Swim down together!DIT vs. DIY
Enlistsupport
When just 10% of the population holds an unshakeable belief, their beliefs will always be accepted by the majority.
10% tipping point
Network research scientists, Rensselaer Polytechnic Institute
http://news.rpi.edu/luwakkey/2902
Enlistsupport
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Urgency + purposePersuasion scienceProcess vs. presentation
Communicate like activist
We fall in love with talking tactics…and forget to connect new ideas to business strategy, beliefs.
Communicate like activist
All change requires difficult conversations.
And talking about the REAL issues.
Disagreement & conflict
Consolidation…online channels….
…digital business costs…margins
Urgency is not sufficient.Our brains are wired to run away from threats.
Objection Meaning Response
There are no resources
It’s not a priority Explore importance, acknowledge
How will THIS affect THAT in future?
Desire for certainty What is known. Discomfort of unknowables
Where’s the ROI? How will we know it’s working?
Create measures
Let’s develop some consensus on this
Uncertain of its merits What would it take for you to see value?
Assess
Where are you?
Agony Phase
Just getting started? Time to let go of idea? Quit?
Positive
Negative
Low High
“Buzz”
Frustration
Assess
Know when to quit
If you are the boss….
Be kind and thoughtful: Safety
Call BS and be called on BS: Authenticity
Invite cognitive diversity: CreativityHave a strong backbone & gentle heart:
Empathy
•We can’t do that because….
•We can do that IF
Be willing to look at the real problem
What is the risk of NOT changing?
35
Appreciate your rebels.Appreciation a greater motivator than
money.
Newsletter, resources, posts:
RebelsAtWork.comfacebook.com/RebelsatWork
@LoisKelly@RebelsatWork
Find this presentation at:
slideshare.net/Foghound
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