Martin Summerhayes (martinsummerhay) wrote,
Martin Summerhayes

Management of Change - Setting the framework in place

Management of Change is a structured approach to designing, developing, executing and monitoring the success of any change work. Though I will be talking about it in a business case, I have where ever possible, also refered to personal change work, as it fits into both contexts.

So where to start?

Do the difficult things while they are easy and do the great things while they are small. A journey of a thousand miles must begin with a single step. - Lao Tzu

You need to understand that any change work involves first setting up the MOC framework. This involves the following key areas:

Customer Culture: What is the key cultural elements of the customers culture are you seeking to identify with? Change? Influence? Or influence what you are trying to achieve? I have previously written about Outside-In thinking and this is critical to understand. If you can not set an external context for change, then the change is purely driven by internal needs and is generally prone to failure. Personal change perspective, think about your family or friends and the effect the change will have. I gave up smoking a number of years ago and one of the success criteria I had was being able to drive my girls around and not smoking in the car with them. Also, not having them go "phew, whats that terrible smell" when I cam in from having a fag.

Bridging the Future: You have to understand that there is a journey, or a path, or a road, that you will have to travel. There will be diversions, mountains to climb, roadworks and also key milestones. You need to be able to draw these out. Write them down. Even draw a map to show what the journey is going to be. This is what we did on the MOC programme. We did a diagram to articulate where we were going. Personal change perspective Again, back the giving up smoking. I sketched out the first month and broke it down into the 4 weeks. Then the first week in into days and the first day into the first hour. I was able to then fully recognise each step on the journey.

Measuring Success: How do you know that you are being successful? What are the key success criteria? Increased customer satisfaction? Loyalty? Employee Satisfaction? Increased margins / revenues / profit? Reduced waste / costs / time? Personal change perspective To visualise my success of giving up smoking, I knew I smoked at least 20 cigarettes per day. In fact, some days I smoked 40. Yes, 40 coffin nails per day! So, I said to myself, lets call it 20. With an average cost of £5 per day. So I got a clean, empty jam jar and the first day I gave up, I put £5 in the jar. Then next day, I put another £5 in the jar and so on. For the first month, for every day that I did not smoke, I put in £5. For 31 days, I put in a £5 per day. Total £155. I also said to myself, that if I did smoke, I would have to give the jam jar to my partner. Double incentive.

Communications: What communications are you going to put in place? Visual; Verbal; Written; Videos; Podcasts; Flyers; Posters; e:mails; etc, etc. The key thing about communications is clearly crafting the message, understanding the audience and the reason for communicating to them and then ensuring that the messages are consistent. Personal change perspective When I stopped smoking, and the family realised I had stopped. The discussion was on how I could be successful in stopping smoking.We talked about doing different things.

Finally, the elements that most people spend most of their time focusing on are the Programme Structure; the Programme Team: and if necessary, the Deployment Team. These are the simplest to organise, structure and manage.

So in summary; Management of Change is the structure, processes, tools, techniques and approach to - Customer Culture:, Bridging the Future:, Measuring Success:, and Communications:.

I will delve further into each of these sections and describe the specifics in what we called the "TOM" - The Overall Map later. The next article will be concern something called "The Change Curve".

Lao Tzu (6th century BC) was one of the most famous Chinese philosophers. He was the author of a book called The Way of Life, a work of about 81 stories with a consistent theme or moral. According to this book, Tao ("the Way") does not change and it is the universal truth. His Taoism has been enormously influential in China. Lao Tzu is also known as the main source of Taoism (or Daoism).

I came across details about in from a podcast I heard given by Alan Watts. If you have time, feel free to listen at -

Tags: alan watts, management of change, zen buddhism

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