communication framework for change agents

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Communica)on Framework for Change Agents

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Page 1: Communication Framework for Change Agents

Communica)on  Framework  for  

Change Agents

Page 2: Communication Framework for Change Agents

Want  to  drive  change  in    your  organiza2on?    

The Two Rules of Change:

Technological change is inevitable, swift and exponentially powerful.

Gordon Moore's wisdom

People don’t accept and embrace change at the same pace or for the same reasons; resistance is inevitable.

Geoffrey Moore and Roger Everett's wisdom

Page 3: Communication Framework for Change Agents

Win  hearts  and  minds!  

Page 4: Communication Framework for Change Agents

PROFESSIONAL My team’s or my own performance will improve or our business outcome will be better OR There isn’t enough evidence this will improve our business.

PERSONAL I will have less tedious work to do. I will have less risk of error or I will look like a hero for sponsoring or supporting this. OR This will add hours to my week or day. I fear this will fail and I’ll look like a failure along with it. I have so much else going on, I don’t see how I can learn this now.

Page 5: Communication Framework for Change Agents

How  does  your  audience    react  to  change?  

Page 6: Communication Framework for Change Agents

What's  their  personal  perspec2ve?    What excites change agents and visionaries rarely motivates conservatives and skeptics – understand your audience’s personal perspective on new ideas to be more effective communicating value.

Page 7: Communication Framework for Change Agents

What's  their  professional  focus?  What concerns senior executives and front-line practitioners are rarely the same. Map the level

of detail and content of your message to the focal areas of the audience.

Page 8: Communication Framework for Change Agents

Is  the  audience  cap2ve?  If you’re a leader communicating change to your team, weigh and consider:

Page 9: Communication Framework for Change Agents

                       WATCHES:  METRICS          Focuses  on:  PERFORMANCE  &  RESULTS  

Visionary  Share  the  vision,  quan9fy  what's  possible:  less  cost  or  risk,  more  revenue  or  growth  

Pragma;c   Quan9fy  what's  probable  and  steps/costs  to  achieve  likely  results  

Conserva;ve  Quan9fy  what  others  have  achieved  and  the  cost  of  not  changing  (cost,  risk,  revenue,  share)  

Skep;c   Determine  quickly  if  the  exec  is  a  skep9c,  find  another  sponsor  if  so  

 LEVEL:  Exec  

What's  in  it  for  them?  

Page 10: Communication Framework for Change Agents

What's  in  it  for  them?  

                       Watches:  PROCESS          Focuses  on:  RELIABILITY  &  PREDICTABILITY  

Visionary  Describe  the  poten9al  process  benefits  and    new  opportuni9es  available  as  a  result  of  change  

Pragma;c  Demonstrate  probable  process  improvements.  Highlight  knowledge,  risk  or  other  gaps  that  will  be  closed  

Conserva;ve  Detail  the  process  improvements;  demonstrate  current  process  shortcomings  so  risk  of  inac9on  exceeds  risk  of  change    

Skep;c  Minimize  your  9me  investment;  highlight  the  risks,  costs  or  shortcomings  of  current  process.  

 LEVEL:  Director  

Page 11: Communication Framework for Change Agents

                             Watches:  ACTIONS          Focuses  on:  EXECUTION  PRIORITIES  

Visionary  Highlight  what  more  they  can  achieve  and  the  personal  and  career  opportunity  presented    

Pragma;c  Provide  specific  examples  to  show  how  this  change  improves  key  ac9ons;  detail  what  is  required  to  achieve  results  

Conserva;ve  Show  how  your  idea  reduces  risk  of  failure,  inac9on,  or  error  in  current  prac9ces  or  prevents  loss,  so  risk  of  inac9on  as  greater  than  the  risk  of  change  

Skep;c  Minimize  9me  spent  trying  to  convince  this  person.    Find  a  strong  execu9ve  sponsor  to  help.  

 LEVEL:  Manager    

What's  in  it  for  them?  

Page 12: Communication Framework for Change Agents

                             Watches:  PROCESS          Focuses  on:  STEPS  &  QUALITY  

Visionary   Show  how  they  can  make  a  bigger  impact,  grow  and  be  a  part  of  great  change  

Pragma;c  Explain  specifically  what  will  change  -­‐-­‐  what  steps  are  eliminated,  what  are  improved.  Show  execu9ve  sponsorship  

Conserva;ve  Itemize  what  they  won't  have  to  do  in  the  future,  what  tedium  is  eliminated,  and  how  they  or  their  work  will  be  beSer  off  

Skep;c  Don't  invest  9me  convincing  this  skep9c;  there  is  liSle  you  can  do  to  accelerate  their  adop9on  

 LEVEL:  Prac99oner    

What's  in  it  for  them?  

Page 13: Communication Framework for Change Agents

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Source: Moore, Geoffrey A., Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets