Leading Change: Why Transformation Efforts Fail?

Kotter, John P.
Harvard Business Review; Mar/Apr95, Vol.73 Issue 2, p.59-67, 9p, 1chart, 4c

Summary:
This article is basicly defining the phases of change and common mistakes that are made during the process. Change management should be handled very carefully so that people can internalize it. Transformation needs time and shortage can bring failure while misleading revolutionaries in measuring its speed.
There are certain steps that should be considered. First of all, motivation for a change is so critical. If reason is not certain in peoples’ mind, necessary situation should be created that points need for a transformation. So that, targeted group would be convinced that they could only get rid of bad condition through a change.
When people believe that change is needed, then next step for senior managers is becoming a role model. They should always be forming the core of the group. Project group, whom you want to expose change, should see that you believe in that concept by heart. A major change is impossible unless the head of the organization is an active supporter.
The message and the direction in which an organization tries to move should be communicated clearly. All existing communication channels have to be used in order to broadcast the vision. If employees believe that useful change is possible, then they will make sacrifices. Moreover, if short term targets are also set, their positive attitude towards change should be reinforced.
First comes the words, then the deeds. As to mention, transformation is an ongoing process, victory should not be declared so soon. Until changes are absorbed deeply by a company’s culture, new approaches are brittle and subject to recession.
Pressure of change should not be removed until new behaviors are rooted in social norms and values of the company. To enforce the tansformation, not only change based improvements have to be shown, but also personification of the top management should be checked regularly.
Consequently, if these mistakes are avoided, then transformation could end up with success.

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