STRATEGY-COMPLIANT MARKET APPEARANCE
A new market appearance, making new brand values visible, also means to make the desired qualities visible in the people’s behavior. To turn all employees of a company from affected parties into involved parties – this can be achieved in two steps:
1. People want to know, what is expected of them!
Kick-Off workshops will give clarification and at the same time, significant barriers at the beginning can be overcome. Besides the central question of how the new brand strategy can be converted into visible behavior from the perspetive of each group, primarily with objections and retentions will have to be dealt with.
The 6 levels of change, based on the model of: R. Dilts, G. Bateson, provide an overview of how to deal with this. The objective is to anchor the desired change at all levels:
a) Environment:
Clarify why environmental conditions, i.e. market conditions, make the planned change necessary.
b) Behavior:
Work out exactly which behavior, in context to each team is necessary and coherent.
c) Capabilities & framework conditions:
Support and initiate, that this behavior can also be shown, concerning both the competency of the individuals and the resources and capability, which are procured by the organization.
d) Values & beliefs:
Differentiate opposing generalizing beliefs.
e) Identity & identification:
Link individual identities with the new role.
f) Purpose:
As the innermost, personal level, employees who cannot agree with the new code of conduct can only half-heartedly support the change. However, if all other levels are edited correctly, only few persons will stay behind here!
2. People do what they just do!
Social Norm-building is one of the most powerful group dynamic phenomena, recorded in the Asch Experiment in 1950 and has since been repeated unlimited numbers of times.
The positive impact:
The more it is made visible, how members of an organization follow the new forms of behavior, the more self-evident this gets for one’s own behavior.
ARGO has long-standing experience in turning adopted changes into visible behavior of employees!
Please do not hesitate to contact me for details: b.thoma@argo.at