Change in a top-down fashion

Once upon a time change of corporate culture was implemented as requested. It was driven by a mix of external pressure and of internal desire to get a company or institution up-to-date. There was the awareness of an issue, followed by the definition of a vision and the development of a list of actions. It was enough to impose change from top to bottom since everyone was more or less ready to meet the new needs.

Today, change management is more complex. More forces come into play. The change in a top-down fashion no longer works alone to lead to the foundation of a new business culture.

In the face of accelerating changes, staff members have begun to lose confidence in their managers. Too many trials, too many efforts put into never-ending battles. Middle managers suffer from lack of support. Employees have doubts, question governance models. They want to be more than just a part of the change and to play a leading role. Trade unions seem to have lost the battle of the digital age. We also see a clash of generations and cultures. People have different expectations, opposing views on the right rewards and on their responsibilities. Some want discipline back whereas others speak about holacracy.

Society changes fast, faster and faster. Everyone is a media and can create an international company in some clicks. Power seems to have shifted hands. It can no longer be business as usual.

In this new context, one question is in everyone’s minds: how to create a culture of change, a start-up like organisational model?

I am convinced since a while that successful change management in times of turbulence has something to do with influential marketing. This is how you can make sure that desired values and behaviours spread within an organisation.

So, let me ask a few questions which are fundamental to drive change successfully in a modern organisation:

  • Who are your internal influencers today?
  • How do you identify them, and follow their conversations?
  • What tools do you provide so that they can influence better and faster around them?

Take some time to answer these questions, and let’s go back to the topic soon. Until then, for those of you who are already on holiday: ENJOY 🙂

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