I like the process below for creating major change. It was taken from the book "Leading Change" by John P. Kotter (see source information at the end of the posting).
1. Establishing a Sense of Urgency
a. Examining the market and competitive realities
b. Identifying and discussing crises, potential crises, or major opportunities
2. Creating the Guiding Coalition
a. Putting together a group with enough power to lead the change
b. Getting the group to work together as a team
3. Developing a Vision and Strategy
a. Creating a vision to help direct the change effort
b. Developing strategies for achieving that vision
4. Communicating the Change Vision
a. Using every vehicle possible to constantly communicate the new vision and strategies
b. Having the guiding coalition role model the behavior expected of employees
5. Empowering Broad-Based Action
a. Getting rid of obstacles
b. Changing systems or structures that undermine the change vision
c. Encouraging risk taking and non-traditional ideas, activities, and actions
6. Generating Short-Term Wins
a. Planning for visible improvements in performance, or “wins”
b. Creating those wins
c. Visibly recognizing and rewarding people who made the wins possible
7. Consolidating Gains and Producing More Change
a. Using increased credibility to change all systems, structures, and policies that don’t fit together and don’t fit the transformation vision
b. Hiring, promoting, and developing people who can implement the change vision
c. Reinvigorating the process with new projects, themes, and change agents
8. Anchoring New Approaches in the Culture
a. Creating better performance through customer and productivity-oriented behavior, more an better leadership, and more effective management
b. Articulating the connections between new behaviors and organizational success
c. Developing means to ensure leadership development and succession
SOURCE: Adapted from John P. Kotter, “Leading Change,” Harvard Business School Press 1996
I am assessing a "grey area" of marketing - how to create a sense of urgency by influencing the customer's customer...
Does anyone have inputs on this?
I am assessing a "grey area" in marketing for creating a sense of urgency by influencing the customer's customer..
Does anyone have any input on this area?
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