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

21

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

We know that “norms” in consumer servicesbecomes expected in B2B, but…

Travel text/email alerts Order status updates

Zappos 1-day delivery Deliver to job site pronto

24-hour delivery tracking 24-hour delivery tracking

Live chat w/ service rep Availability beyond 7 - 5

Customer reviews, ratings Customer reviews, ratings

Press x for Spanish, press y Multi-lingual

Frequent flyer miles Loyalty rewards