What is “change management”? To be blunt, we think it’s the wrong question. It is the verb “manage” that we really don’t like. Here’s why. There are plenty of principles, practices, tools and methods in the world for managing organizational change in organizations…there are libraries and tool chests full of stuff to help manage change…there are many who have built careers and fortunes out of making it virtually a discipline unto itself…and THAT is where we have a problem – that it is a discipline unto itself.
We don’t think change is something to be managed, we think it is something to be achieved. It’s not a body of work unto itself, it is a goal. Let us explain the nuance: manage means to work on directly, to devote time, effort and attention to change itself…achieve is about an end goal. We think that trying to manage change separately from the real work of diagnosing issues, coming up with solutions and implementing those solutions…RATHER THAN doing this real work in a way that accelerates and achieves BOTH the change and results is precisely why so many struggle with “change management”. We don’t believe there are many practitioners who would take kindly to our emphasis on the “separateness” of contemporary approaches to managing change…they would probably use words more like “parallel”, and “complimentary”. But these words are euphemisms for “separate”. And our experience shows that when focus shifts away from real work -- whether in parallel or complimentary or separate -- the effort is quite likely to fail!