Take the human being along

This can be achieved by communicating the change message through strong pictures, by closing all mouse holes and with a role model management that actively lives the change.

Communicate change messages through pictures: Change projects will only be a success if all employees think and act in the new way. In order to achieve this, everyone needs to know and understand the necessity and character of the change. Only then can they identify with the change. A purely theoretical and factual explanation of change though won't help; you need to convince them about the change emotionally. To emotionalize change, you can communicate strong pictures like the proved and tested classic photo of the caterpillar changing into a butterfly, because it shows the creation of a totally new form. Only with that new form and structure can you conquer new spaces - for the butterfly this is reigning in the air, for a company this is a new market or a new product and service.

Close all mouse holes: It is perfectly normal for humans to try to stick to the usual and familiar. For example, if the sales team is expected to systematically reach and serve new customer groups, many will look for mouse holes, meaning searching for at least 3 reasons why it would be better to stick to the 'business as usual'. Managers therefore have the hard task to not accept any excuses, without any exception. It is important that they not only close these mouse-holes but support their team actively in walking the new way and in changing their behaviour, e.g. using systematic development programs.

Management needs to be a role model of change: It is utmost important that the management credibly lives the change. But as the management trainer Arun Gairola says: ,If top management talks about change, they usually mean the others!' That's why you need to ensure that all management staff stands completely behind the change and acts accordingly, for example finding and keeping new customer groups by themselves and using new ways of gaining and retaining customers. If they don't learn and use new techniques and processes, they will become a mayor breaking power.



Pictures set thinking and acting in motion. For each important aspect of the change project you need to find the fitting picture. The butterfly stands for conquering new spaces.