“Content of organization change is one thing; process is another. The former, the what, provides vision and overall direction. The latter, the how, concerns implementation and adoption. Content is about purpose, mission, strategy, and values. Process is about how the content is planned, launched, more fully implemented, and sustained.” – W. Warner Burke, Organization Change
The Leadership Insight
The distinction between the content and process of change may seem academic, however it’s critically important. Too often we spend a large amount of time developing, formatting and discussing the content of the organisation’s vision, strategy and values. We then communicate and publish our grand new plan and that’s pretty much where it ends. We don’t spend enough time discussing and reflecting on the process of change. We try to bring about change from the corner office, instead of getting our hands dirty. The process part of change requires us to spend time in understanding where the organisation and its people are psychologically, to plan a change journey that captures the people’s imagination, to keep and ear to the ground so we can make adjustments to the journey and to celebrate the people’s achievements along the way. It’s in the process of change is where true leadership is exercised and tested.
Technorati Tags: Change, Content, Management, Process, Leadership, Quote
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{ 1 comment… read it below or add one }
So true, George. And the thing about process, or “how,” is this: People sign on with a company with the idea that they can make a contribution based on their uniqueness. Being involved in determining the process–and then given some leeway to do things in one’s unique way–are the ingredients for contribution, engagement, and satisfaction.
Keep telling the truth…