Communicating for Change
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The single biggest factor in successful change management is effective communication. Not just from the top down, but from the bottom up and across all levels in between. This presentation examines strategic change communication: How it affects change management, what good communication looks like, the importance of listening and appreciating its complexity.
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Communicating for Change
- 1. Communicating for Change November 14, 2012
- 2. Objectives • Identify elements of strategic change communication. • Understand how using communication during a change can determine success. • Become aware of what communicating for change looks like at all levels. • Recognize the role listening plays in strategic change communication. • Appreciate the simplicity and complexity of communicating for change.
- 6. Connections
- 7. Consistency
- 8. How Big is Built
- 9. Communicating for Change…at ALL Levels Hearing the story Asking questions Listening Answering Questions Telling the story
- 11. Listening
- 12. Conclusion Communicating for Change can be learned Help people to see so they can connect Easy/Hard Rewards…Immeasurable
- 13. About ADRA Change Architects Change Specialists Individual Change ADRA Coaching Advantage Executive Coach Organization Change Culture Change Strategic Change Planning & Execution www.adrachangearchitects.com Beth@adrachangearchitects.com 732-786-8223
Editor's Notes
- Young manPurchasing DepartmentShort while, save the company at least 1 billion dollarsCould have gone the traditional route, didn’tSummer intern collect samples of all gloves purchased worldwide – 424 pairs in allPrices for same gloveGloves on the tableBy the time…A picture tells a powerful story
- Sales teamChangeSegmentMature sales force, 20 yearsPresented data, didn’tSmaller group and showed them videoAll began to make senseSent them out to see for themselves, create their own picturesRollout a great successUsed pictures to create a powerful connectionPictures are a powerful tool in communicating for change
- Why am I telling you thisCommunicating for change is all about helping people to see somethingWe connect to what we see more than we do to data, usuallyData doesn’t compel changeSee what we see? Not unless we show themSharing your vision draws people in, first step in communicating for change
- Advertisers get thisMasters at getting our kids to wantAt getting us to wantDo that through pictures, AND the connection to itPictures are compelling, but it is the connection we feel that would cause us to act differentlyThe picture is always a means to an endIt is imperative that during a change we use communication strategically to help people connect the dotsWe do that to drive an action of some kindWe want people to do more of something, do something differently, do something newConnecting the dots, connecting people to the picture facilitates thisHow does the picture you have created and the connection they now feel to it fit in with their current worldIf we don’t it will just hang out there and one of two things will happenIt will disappear and No connections are keptPeople will make their own connections – good or badKeruv storyNon-profitCreated a formal vision to help people feel more connected and bring them closerLeader talked about vision once or twice = a good visionUnfortunately no one else ever talked about it, larger committees no one else ever talked about itNo one helped others connect the dotsIt disappeared
- Needs to be consistentA group sportWhether you are leading a team or managing a work groupCommunicating for change is about reaching everyone – one person at a timeBut when you need to affect hundreds, sometimes thousands of people you can’t to it alone and consistency is keyLeaderhsip at all levels is critical for ensuring consistency when communicating for changeCommunicating for change doesn’t have to start out big – it just has to be consistentFrom that big can be built
- The picture, the story, the message, the connections don’t waiverI as an employee am not confused by conflicting picturesI am free to connect and to remain connected without even thinking about itSr. vp of ops storyMaster of consistencyClosing a plant over three yearsMade sure all levels of leadership were clearNever waivered from the message – we are closing but we still need you to make safe, effective products for our patientsEvery level was crystal clearCascading of information was strategic and not left to chanceAt quarterly meetings tied everything back to the vision – we are closing but we still need you to make safe, effective products for our patientsOrganization rose to the challengeActually quality and productivity rose during those three years
- Leadership is possible at all levelsIf you are at a lower level you can pay attention to the story and ask questions to make sure you are clearYou can think of how the change will relate to your job and then check that out with your bossIf you are a first line manager or supervisor you can do the same but make sure you are clear not just for yourself but for your peopleListen to their concerns and frustrations and try to help where possibleAt higher levels thinking about possible questions prior helps you shape your communicationAnswer the questions you get with clarity and brevityTell the story so others can hear it
- Painting a picture others can see may be harder across cultures but it is possibleI’m not just talking about across oceans, but even in the US we have cultural differencesFocus on creating pictures others can seeIf change is built one person at a time then you can tailor conversations accordingly
- And it isn’t just a one way conversationCommunicating for change is also about listeningListening and changing course as neededThere are many ways to get to your end resultListening to those we lead helps us find the best way
- Paint a picture others can connect toHelp people connect the dots and understand the contextBe consistent – weave your thread of change into everything you talk aboutCommunicating for change can be easy but it can also be hard if we forget those thingsRewards for learning to do this right are immeasurable – for you as an individual and for the companies you serve.