No organization is invulnerable to change. To cope with new technological, competitive, and demographic forces, leaders often try to adjust the way they do business—evaluate few of these efforts meet the goals. Few companies successfully transform themselves.
Here are four mistakes that cause most failures in organizational change:
- Mistake #1: Writing a memo instead of lighting a fire. Most leaders mismanage the first step—establishing a sense of urgency. Too often leaders launch their initiatives by calling a meeting or circulating a report, then expect people to rally to the cause. It doesn’t happen that way. To increase urgency, gather a key group of people for a day. Identify 25 factors that contribute to complacency and then devise ways to counter each factor. Develop an action plan to implement your ideas. Your chances of creating a sense of urgency and building impetus improve inestimably.
- Mistake #2: Talking too much and saying too little. Most leaders under-communicate their change vision by a factor of 10. Moreover, the efforts they make to convey their message in speeches and memos are not convincing. An effective change vision must embrace not just new strategies and structures but also new, aligned behaviors. Leading by example means spending more time with customers, cutting wasteful spending at the top, or pulling the plug on a pet project that don’t match up. People watch their bosses meticulously. It doesn’t take much inconsistent behavior to fuel cynicism and frustration.
- Mistake #3: Declaring victory before the war is over. When a project is completed or an initial goal met, it is tempting to pat on the back all involved and proclaim the advent of a new era. While it is important to celebrate results, kidding yourself or others about the difficulty and duration of transformation can be catastrophic. Once you see encouraging results in a difficult scheme, you still have a long way to go. Talking about “wrapping this thing up in a few months” is nonsense. If you settle for too little too soon, you will probably lose it all. Celebrating incremental improvements is a great way to mark progress and maintain commitment—but note how much work is still to come.
- Mistake #4: Looking for villains in all the wrong places. The opinion that large organizations are filled with recalcitrant middle managers who resist all change is unfair and untrue. Often it’s the middle level that brings issues to the attention of senior executives. In fact, the biggest obstacles to change are often those who work just below the CEO—vice presidents, directors, and general managers, who have the most to lose in a change. You need to build a guiding coalition that represents all employees. People often hear the CEO cheerleading a change and promising exciting new opportunities. Most people want to believe that; too often their managers give them reasons not to.