Strategy Execution is a Change Process - Part I

In this series of posts, I will be viewing a Strategy Execution implementation through a Change Management lens.

For those versed in change, most will have read Kotter's books.  In his latest installment, he outlined the eight "Stages of Change."  They include:

1. - Sense of Urgency
2. - Guiding Coalition
3. - Developing a Vision
4. - Communicating the Vision
5. - Empowering Employees
6. - Short Term Wins
7. - Consolidating Wins
8. - Anchoring in the Culture

So, let's tackle number one.  In the Strategy Execution Journey, the first step is gaining executive buy-in and support.  Unless you're in an organization where the top executive has been possessed by the force for change, this can be tricky.  Many consultants, myself included, preach the concept of identifying and leveraging an organization's 'burning platform.'  However, Kotter makes what I believe is an important distinction. 

In order to get executives to fully buy-in and become motivated to change, they must understand the seriousness of the situation.  But, you should be careful to avoid setting a torch and creating a "run for the hills" sort of crisis.  Kotter's point is that people will naturally revert to self-preservation when confronted with a burning ship (i.e. it's sinking, so save yourself). It's far more constructive to create a unifying sense of urgency.  You want to let people know that a fire  could be at hand, which could lead to sinking. Help people understand that they must work together to bring about the necessary changes that will stave off the potential disaster.

Also, don't rely upon pure logic or reason.  Go for the heart and emotions.  Please often will intellectually understand the need for change, but intellect doesn't always translate into action -- especially painful, tortuous action (which big changes often require).  Make the case for change through concepts and ideas that speak to the emotions of your audience.  Get a reaction.  Make people stand up and pound the table. Then, harness that energy to fuel the change.

Next time, I'll discuss the elements of a Guiding Coalition that is driven by a sense of Urgency.