There’s something all of us can do to make change failure less common. It’s not new — it exists in nearly every company — but it’s normally used to impact others on the outside rather than those inside your own organization.
It’s called Marketing.
Marketing is, by our definition, the orientation of everything you do around your audience. It’s not just a discipline, it’s a mindset — anyone can be a marketer.
Change Marketing™ is storytelling used to ignite transformation within your organization. With Change Marketing University™, you'll learn how to use marketing principles and best practices to reduce the risk of failure in your organization by putting your people first.
Across the four installments of this series, Change Marketing University™, we will:
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Our journey starts with an introduction to key three philosophies, shared by Partner and President, Neil Bedwell.
Sometimes change gets outright rejected from the start — even when the change will benefit everyone. We call it “tissue rejection.” But here’s the truth…
The only sustainable competitive advantage comes from a superior understanding of your customer, and as we’ve already established, in Change Marketing™ your customers are your people on the front-line. If you expect them to get on board with new initiatives to drive the business, you have to understand them better than anyone else.
Adoption starts with human insight.
Here, Partner and Chief Product Officer Andrew Osterday shares real-world examples from our clients that illustrate how taking the time to listen helps you understand the real story that needs to be told so you can arrive at change much faster. It’s change happening with people, not to them.
Now that you’ve gained your Insights, how do you steward them to shift minds and drive new behaviors?
Understand first that mindsets are rarely changed through facts. We are emotional, irrational, feeling creatures who need a story with a beginning, middle, and an end that helps us understand how change will affect the things we care about: why are we changing, why now, and what’s in it for me?
Partner and Chief Product Officer Andrew Osterday returns to Change Marketing University™ to illuminate how stories are critical to teaching new ways of working, and the factors you’ll need to address to make change “safe to try.”
Employees adopt new ideas, processes, and technology the same way consumers adopt new products. So how you Craft your change story, and who tells it, has to be consumer grade. Otherwise your story will get lost in the noise.
In our concluding session of Change Marketing University™, Partner and Chief Product Officer Andrew Osterday outlines the steps in our Go to People Plan that earn attention and generate buy-in. He explains the importance of First Followers in activating your people around change, and shares a consumer-grade model for making change stick.
Once you’ve reached the end of the content, if you’d like to discuss how to apply Change MarketingTM to your transformation — let’s talk.