WELL ESTABLISHED WAYS TO MANAGE CHANGE – THE KOTTER MODEL – STEP FOUR COMMUNICATE THE VISION

In an earlier post we said there were a number of recognized approaches to structuring a change management programme and we introduced the Kotter model

The model is based on research which showed that there are eight critical steps an organization or service needs to go through to ensure that change happens and sticks. This series of posts will consider these steps in greater detail. we have already dealt with Step One: Create Urgency, Step Two: Form a Powerful Coalition and Step Three: Create a Vision for Change

Step Four: Communicate the Vision

What you do with your vision after you create it will determine your success. Your message will probably have strong competition from other day-to-day communications within the company, so you need to communicate it frequently and powerfully, and embed it within everything that you do.

Don’t just call special meetings to communicate your vision. Instead, talk about it every chance you get. “Walk the talk”; be visible and let people see you as the embodiment of the change you intend to make.  Use the vision daily to make decisions and solve problems. When you keep it fresh on everyone’s minds, they’ll remember it and respond to it.

What you do is far more important – and believable – than what you say. Demonstrate the kind of behavior that you want from others.

What you can do:

  • Talk often about your change vision to make it real.
  • Be authentic – openly and honestly address peoples’ concerns and anxieties.
  • Apply your vision to all aspects of operations – from training to performance reviews. Tie everything back to the vision.
  • Lead by example.

5 Replies to “WELL ESTABLISHED WAYS TO MANAGE CHANGE – THE KOTTER MODEL – STEP FOUR COMMUNICATE THE VISION”

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  2. Pingback: WELL ESTABLISHED WAYS TO MANAGE CHANGE – THE KOTTER MODEL – STEP SIX:CREATE SHORT-TERM WINS « Wisewolf Talking – resources for those managing or going through change!
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