The Predictive Nature of Change Communications

highway traffic on a lovely, sunny summer day. Cars are passing fast.

I love trying to predict when we’re going to get to the destination on a family trip. I figure out the distance. I estimate an average speed. I do the math on speed times and distance. Then I guess at how many rest areas or food stops we’ll have to make. I’m pretty good at it and amaze family and friends by guessing within a minute or two. I’m sure that makes me sound really, really cool.

What’s interesting about it to me is trying to make educated guesses given all of the possible variables. Traffic that no one expected. An extra bathroom stop. Thinking that the Starbucks is actually at the exit instead of a mile or two away. Of course, if something happens to slow the trip down, there’s always the option to speed things up a bit when we’re back on the highway. Or take the foot off the pedal if things are on schedule. The point is that by staying focused on the outcome, there are things we can do to help ensure that we get the proper result.

Change communications are very similar. When we’re working with a client on a change management project, we’re typically asked to make as educated a guess as is possible to determine what type of communication is going to elicit the desired outcome.

At Tribe we refer to this as Change Marketing. Our ability to get as close as is possible to the right communication strategy requires a great deal of discovery and immersion. Like the car trip, it’s about brainstorming over as many potential outcomes as we can imagine. Thinking through the purpose of the initiative. How the change might affect the lives of those involved. How the change affects the work environment. How the change aligns with the existing culture.

By the way, they call it change management, not change do-it-once-and-you’re-done. Change within organizations requires vision for where the organization is trying to go. And it requires time, effort and energy to make sure you actually get something done. Also, we call it Change Marketing, not change we-made-the-poster-so-we-must-be-done.

The answers may already exist, or we may have to go find them. But when we’re able to do our job at its highest level, we map out what is needed and work with our clients to the to the right result.

Tribe’s process typically involves conversations with leadership to understand the vision that supports the change. Focus groups with a diverse number of employees to get a picture of the existing mindset and to unearth obstacles that might be in the way. Employee surveys to quantify the direction of our thinking. By the way, these surveys can also serve as a baseline measurement for the initiative.

Good data plus intelligent planning equals better results. When you’re as educated as you can be about the trip you’re about to embark on, and you’ve thought through the potential detours along the way, you have a much better chance of knowing when and how you’ll get there.

Want some help with your change initiatives? Tribe can help.

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