This article was based on the interview with Steve Blum of Autodesk by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The concept of “communicating why’s behind the what’s” is a crucial aspect of driving successful change and transformation within an organization. This concept emphasizes the importance of clearly articulating the reasons and motivations behind a change initiative to all stakeholders involved.
One of the key insights shared in the podcast is the need to focus on communicating the why’s before diving into the what’s and how’s of a change. Oftentimes, leaders are quick to explain what will be changed and how it will be done, but fail to adequately address the why behind the change. This can lead to resistance and reluctance from employees who may be change averse. By clearly communicating the reasons and benefits of the change, leaders can help stakeholders see the value and purpose of the transformation.
The podcast interview with Steve Blum also highlights the need for continuous and consistent communication throughout the change process. It is not enough to communicate the why’s at the beginning and then assume that everyone will remember and understand the purpose. Instead, leaders should consistently remind and reinforce the why’s behind the change, updating stakeholders on progress and sharing learnings along the way. This helps to maintain engagement and support throughout the transformation.
Another important point raised in the podcast is the need to create a sense of commitment and urgency by eliminating the option to revert back to the old ways. This can be achieved by publicly committing to the change and setting a specific deadline or milestone. By burning the boats, as mentioned in the podcast, leaders can ensure that everyone is fully invested in the transformation and motivated to make it a success.
However, it is also acknowledged that perfection is not attainable during a transformation. Leaders must be agile and open to adjusting their approach as they learn and gather feedback. This flexibility allows for continuous improvement and ensures that the change remains aligned with the overall goal.
From the perspective of team members involved in a transformation, a successful change is one that is communicated effectively, with clear explanations of the why’s behind the what’s. When employees understand the purpose and benefits of the change, they are more likely to embrace it and actively support the transformation. Additionally, a successful transformation involves ongoing communication and engagement throughout the process. This includes sharing progress updates, addressing concerns, and involving employees in decision-making whenever possible. By keeping team members informed and involved, leaders can foster a sense of ownership and commitment to the change.
The concept of “communicating why’s behind the what’s” is essential for driving successful change and transformation within an organization. By clearly articulating the reasons and benefits of the change, leaders can overcome resistance and build support from stakeholders. Continuous and consistent communication throughout the process, along with a commitment to adjust and learn along the way, further enhances the chances of a successful transformation. Ultimately, by embracing this approach, organizations can navigate change more effectively and achieve their desired outcomes.
