Organize your change initiative around purpose and benefits (2023)


If there's one thing that's certain about the future, it's change forever. The ability to continuously transform has become a top priority for the organization. Therefore, change management is now an important business priority that should not be overlooked or ignored. Managers have an urgent need to develop change and project management skills at all levels of the organization, from employees and managers to senior staff. This article discusses the two most important things leaders should focus on in any change project: purpose and benefits. Every successful change project requires at least one clearly defined goal. And the stakeholder benefits should be clear. By following the approach described in this article, you will notice a significant increase in the level of commitment and acceptance of your change initiative.

A dramatic shift is taking place around the world: we have left behind a century dominated by increased productivity and now live in an environment of constant change. Doing business in such an environment means a huge scatter of change projects.

Wquestionnaireout of 1,284 managers and project management professionals, the majority of senior management respondents indicated that the number of change projects in their organization had exploded over the past five years. About 85% of respondents saw an increase in the number of projects, and 56% of them saw an increase of more than 25%. As many as 25% of respondents said that the number of projects increased by over 50%. This rapid development of projects affects not only organizations, but also our professional lives and the nature of work.

Change management can no longer be ignored, downplayed or misunderstood. These fundamental changes have led to great fear in the workplace and a natural reluctance to change designs. However, continuous transformation is now at the heart of any organization's strategy, whether small, medium or large. Everyone at all levels of the organization—employees, managers, project managers, senior executives, and CEOs—need to understand and adapt to this change.

Welcome to the project economy and a world driven by change

While the number of change projects continues to grow, the failure rate remains staggering:So says the group Standishonly 31% of projects are considered successful. The idea that 69% of change projects result in wasted resources and budgets and unrealized benefits is astounding. It requires a radically different approach to change management, not only from a methodological perspective, but also from an organizational, cultural and purely human perspective.

In fact, most of today's change management methods were designed for a stable world where change projects were temporary and parallel to day-to-day operations that always took priority.

(Video) Ensure the Success of Your Change Initiative

Insight Center Collection Manage change strategies for transformation in midsize companies and beyond.

New concepts and tools for dealing with change are emerging. I present two andHBR Project Management Handbook: the importance of the purpose behind each change project and the focus on the benefits.

Goal: A user-friendly engagement building tool

All methods of change and project management require that projects have a well-defined business case with often long-term technical and execution-oriented goals: for example, a new software implementation, a new platform, an expansion program, a new business value set, a reorganization or digital transformation project. Most change projects have financial goals, such as a 10% return on investment (ROI). However, these goals do not inspire people to be fully committed to a change initiative.

In addition to the business case, the project must be linked to a higher purpose. People have tremendous strengths, and the best leaders know they can be harnessed with heart and mind. When the project people work on aligns with their inner purpose and passions, they can achieve extraordinary things.

According toEY Beacon Institute, target companies are 2.5 times better at innovating and transforming than other companies. At the same time,says Deloittethat target companies report on average 30% more innovation and 40% more employees than their competitors. These statistics confirm my own experience: change initiatives with a higher purpose are much more likely to succeed than initiatives that do not inspire people. Understanding the purpose and how it relates to the overall strategy is not only critical to whether to invest and whether the transformation makes strategic sense; it is also an important incentive to engage team members and the entire organization, motivating them to support the change initiative.

Remember that people don't have to be good at something to be passionate about it. Steve Jobs was not the world's greatest engineer, salesman, designer or businessman. But he was exceptionally good at all these things, driven by his purpose and passion to do something much bigger. Conversely, a lack of purpose or belief in a change project can spread quickly from one team member to the rest of the team.

A notable example of setting a compelling goal for organizational transformation comes from Sony co-founder Akio Morita. Morita noted that at a time when Japan was seen as an imitator of cheap productsCel Sonyshould make Japan known for the quality of its products. Japan -not sony. Sony's goals were aimed at a higher dimension than its own company - which was bold but inspiring for its employees.

(Video) 5 Steps in the Change Management Process

A simple method of finding the purpose of a change project is to keep asking yourself, "Why are we doing this project?" Usually you need to ask this question three to four times to achieve the main goal. For example, consider introducing a new customer relationship management (CRM) software system. Most change managers will say that the project is about implementing a new CRM system, but this is not the caseWhywe are making a project. Instead, ask, "Why do we need a CRM system?" The answer could be "managing our data more efficiently by providing a single source of truthful information about our customers." Look - you just moved to a higher level goal. Then ask yourself again why you want this score, and you might come up with "providing a more personal and flexible service." You just moved up again to a higher level and a higher priority of thinking based on what is more important to your business. Then ask again: "Why do we want to provide a more personalized service?" "Because we want our customers to be happy with our services and retain them in the long run, which will lead to revenue growth."

We changed the goal of our project from installing a new CRM system to one that will increase customer satisfaction and improve sales results. what a difference. Now we have a project whose goal is in line with the organization's strategy and will motivate members of the project team.

Once you discover the real reason for your change project, ask "When?" how much?”, which I call a SMART goal.

Every successful change project requires at least one clearly defined SMART goal.

Advantage:The key to gaining stakeholder support

Traditional change management practices have focused on inputs and outputs – things like plans, schedules, budgets, results, teams, etc. A change initiative is considered successful if it is delivered on time, within budget, and within scope. But the most important are the results and benefits, such as happy employees, returning customers, more sustainable practices, etc.

A good example of a focus on benefits is the sustainability transformation. Sustainability has become one of the greatest challenges of our time and a priority topic on the agenda of most CEOs. Consider an example from Procter & Gamble (P&G): Marc Pritchard, chief marketing officer at P&G, recently described how the world's largest consumer goods company is using sustainability to transform its brands. Or, as he put it, making P&G "a force for good and a force for growth." As part of his newAmbitionsPlan 2030,P&G has committed to making all of its packaging fully recyclable or recyclable by 2030. The company also plans to use 100% renewable energy and zero net waste by then.

While the benefits may be easy to obtain, they are much more difficult to verify and measure, especially when they accumulate over time. Since the success of a change project must be measured by the benefits achieved, the process used to identify and map benefits should be open and transparent.

(Video) Navigate and Embrace Change | Simon Sinek

Each project will bring different benefits to different stakeholders. Change managers and project managers need to identify the most important expected benefits for each key stakeholder early in the transformation. Here's a simple approach to identifying the key benefits of change projects:

  • Develop a benefits map, a checklist of potential benefits from change projects. Here is an example of the potential benefits of a digital transformation project:
Organize your change initiative around purpose and benefits (1)

  • Instead of defining the expected benefits of the project, meet with key stakeholders and ask them what benefits they would like to get from the change project using the benefits map. For example, a sales manager on a digital transformation project would like to see revenue growth from top clients.
  • Ask key stakeholders to tell you how you can measure the benefits and when they want to see them. For example, you can benefit from improved customer service by increasing your Net Promoter Score from 50 to 80 in five months.
  • Show the connection between the change initiative, its benefits and the organization's strategy to convince stakeholders of the credibility of the project - for example, how digital transformation will help your organization to increase its competitive advantage.
  • Map benefits to a benefits plan to show progress when communicating with key stakeholders.
Organize your change initiative around purpose and benefits (2)

Using this approach, you will notice a significant increase in the level of engagement and support for your initiative.

Today, organizations need to change, whether they are successful or not. They cannot wait years to receive benefits; leaders need to create value faster than ever before. Permanent transformation has become a priority. Therefore, change management is now an important business priority that should not be overlooked or underestimated; managers need to start embracing new concepts such as purpose and benefits. They also have an urgent need to develop change and project management skills at all levels of the organization, from employees and managers to senior staff. Some visionary leaders have already begun this transformation, and if you hesitate or wait too long, you risk seriously jeopardizing your organization's future. If there's one thing that's certain about the future, it's change forever.

(Video) Chance of Success of Your Change Initiative


What are the benefits of change in an organization? ›

Change in an organization leads to many positive aspects – that lead to retaining a competitive edge and also remaining relevant in your business area. Change encourages innovation, develops skills, develops staff and leads to better business opportunities, and improves staff morale.

What are some common examples of change in organization? ›

Organizational change examples include going from brick-and-mortar to e-commerce, completely rebuilding the website, launching a new department, or switching from a silo structure to a matrix. Many examples of change in the workplace fall in between these two poles. They're incremental and gradual.

How do you prepare an organization for change? ›

In this article, PulseLearning presents six key steps to effective organizational change management.
  1. Clearly define the change and align it to business goals. ...
  2. Determine impacts and those affected. ...
  3. Develop a communication strategy. ...
  4. Provide effective training. ...
  5. Implement a support structure. ...
  6. Measure the change process.
Mar 16, 2022

How do change management plans support the success of an initiative? ›

An effective change management plan ensures that the employees are guided through the change journey and supports a smooth transition to change. Whether it's minor policy changes that impact a single department or a full-scale overhaul of your leadership team.

What are 4 benefits of change? ›

Some of these benefits include improved communication, increased productivity, reduced stress and improved decision making.

What are three benefits of change? ›

7 Powerful Reasons Why Change Is Good For You
  • You gain confidence. When we succumb to change, we find out what we're really made of. ...
  • You become more flexible. ...
  • Your lifestyle is enhanced. ...
  • You are more motivated. ...
  • You develop more skills. ...
  • You become more compassionate. ...
  • You attract more opportunities.

What is an example of a change initiative? ›

Change Initiative Examples

Common examples of when change initiative is necessary within an organization include: Implementation of new technology. Mergers & acquisitions. Change in leadership.

What are 5 examples of changes around us? ›

There are many real-life examples of changes which are mentioned below:
  • Rising of sun.
  • Rusting of iron.
  • Melting of ice.
  • Elongation of a spring.
  • Cooking of food.
  • Germination of seeds.
  • Folding of a paper.
  • Growing of plants and.
Dec 23, 2022

What is an example of organizational change initiative? ›

An example would be a multi-year initiative to redesign the organization, its hierarchy, defining new roles for employees and establishing new communication channels across and within departments.

How do you make positive changes in the workplace? ›

Let us see how positive leaders integrate positive changes into the culture and functioning of a business.
  1. Promoting optimism in the workplace. ...
  2. Effective feedback sharing. ...
  3. Turning challenges into opportunities. ...
  4. Endorsing empathy. ...
  5. Empowering team members. ...
  6. Recognising efforts and not only outcomes.

How do you manage change interview question and answer? ›

How to answer, "How do you handle change?"
  1. Identify your strengths. Think about your strengths and how they helped you handle change. ...
  2. Reflect on your experiences handling change. ...
  3. Describe the outcome in your example. ...
  4. Highlight what you've learned. ...
  5. Use the STAR technique.
Mar 10, 2023

How do you lead a change initiative? ›

5 Ways to Lead a Change Management Initiative: Project Manager As Change Manager
  1. Sell the need for change by broadcasting a vision. ...
  2. Enlist, deputize and motivate key people. ...
  3. Look for low-hanging fruit. ...
  4. Broadcast the successes. ...
  5. Systemize new processes around the change.

How do you implement a change initiative? ›

How to Implement Change in the Workplace in 8 Steps
  1. Identify what changes you need to make. ...
  2. Establish clear change leaders. ...
  3. Make a change plan. ...
  4. Prepare teams and individuals for the changes. ...
  5. Talk about changes and timelines with your team. ...
  6. Share documentation with your team. ...
  7. Institute the change. ...
  8. Sustain momentum.
May 26, 2022

What makes a change initiative successful? ›

Successful organizational change requires a vision that details the reason for change, how it will impact employees, and what the end result will be. People need to have a clear line of sight that helps them see how things will change and how the company will be better once the change is implemented effectively.

What are the three C's for change? ›

The three-C principle can help you overcome this change management challenge. Managers should ensure the changes they are communicating are clear, compelling, and credible.

What are the 3 main types of change? ›

There are three types of change that all managers have to be aware of: these are Developmental Change; Transitional Change and Transformational Change.

What are the 5 positive aspects of change? ›

Positive Aspects of Change
  • The Creation of New Opportunities. Without change survival would be impossible. ...
  • Keeping You Flexible. ...
  • Building Self-Confidence. ...
  • You Can Be Educated. ...
  • You Can Focus On Your Priorities. ...
  • It Can Build Your Strengths.
Jan 24, 2008

What are the 4 types of change? ›

Strategic Transformational Change. Structural Change. Remedial Change. People-Centric Organizational Change.

What is the purpose of change and why it is important? ›

Change Means Progress

If you don't like the road ahead then making a change could lead to a promotion, a happier lifestyle or even a sense of fulfilment. Your goal should always be to progress and enacting changes such as training and learning is the best way to do it.

What are the 5 initiatives? ›

The Five Degrees of Initiative
  • Wait until you are told.
  • Ask what to do.
  • Research, recommend, then take action.
  • Act, then inform promptly.
  • Act independently, report periodically.
Mar 23, 2020

How do you describe change initiative? ›

Change initiatives are projects that aim to improve an organization's performance, processes, products, or culture. They can be driven by internal or external factors, such as customer feedback, market trends, innovation, or strategic goals.

What is a change initiative? ›

A change initiative is not about implementing a new system or enforcing a new policy; rather, a change initiative is about creating an environment that will enable individuals to behave in a manner that supports and embraces that new system, policy or process.

What are the 10 changes around us? ›

  • Crumpling a sheet of aluminum foil.
  • Melting an ice cube.
  • Casting silver in a mold.
  • Breaking a bottle.
  • Boiling water.
  • Evaporating alcohol.
  • Shredding paper.
  • Sublimation of dry ice into carbon dioxide vapor.

What are five changes? ›

The five stages of change are pre-contemplation, contemplation, determination, action, and maintenance.

What are the 5 most common types of organizational change? ›

Do You Know All 5 Types of Organizational Change?
  • Organization-wide change.
  • Transformational change.
  • Personnel change.
  • Unplanned change.
  • Remedial change.

What is a great example of change management? ›

Examples of change management include:
  • Implementation of a single new technology, or an overall digital transformation overhaul.
  • Company acquisitions and mergers.
  • Change in management personnel or style.
  • Adapting to market changes.
  • Reaching new markets.
  • Rebranding.
  • Launching new products.
Oct 25, 2022

How do you build a change initiative across your industry? ›

By following these eight steps, you can keep your business on track while achieving a transition:
  1. Identify the change and perform an impact assessment. ...
  2. Develop a plan. ...
  3. Communicate the change to employees. ...
  4. Provide reasons for the change. ...
  5. Seek employee feedback. ...
  6. Launch the change. ...
  7. Monitor the change. ...
  8. Evaluate the change.
Feb 3, 2023

What are the 7 factors of successful change? ›

The 7 Factors that Make Projects Succeed or Fail. Effective change requires Vision, Alignment, Resources, Plan, Skill, Incentives, and Communication.

What are the 7 steps of change management? ›

7 critical steps in the change management process
  • Interview stakeholders and think of employees as customers, too. ...
  • Focus on communication. ...
  • Leverage technology in your training plan. ...
  • Assess the technical side of the change. ...
  • Lean on AI and automation to destress the process. ...
  • Foster a feedback loop and fill in the gaps.
Mar 16, 2022

What are the 4 steps in the change process? ›

When change is first introduced at work, the people affected will typically go through four stages. These can be visualised on the change curve. The stages are shock, anger, acceptance and commitment.

How am I making an impact answer? ›

Address the impact question by explaining how you evaluate and prioritize work tasks. You might say, "I am very good with time and project management and can get up to speed very quickly so you don't have gaps or hiccups in your performance."

How do I prepare myself for positive changes? ›

7 Tips to Make a Positive Change in Your Life
  1. Identify and understand what you want to change. ...
  2. Rid your life of negativity. ...
  3. Exercise more often. ...
  4. Be kind to others. ...
  5. Build a support network. ...
  6. Eliminate the nonessentials. ...
  7. Take baby steps.
Mar 12, 2016

How do you initiate change in the workplace? ›

Take the following steps to initiate the conversation and steer your colleagues in the right direction.
  1. Create a sense of urgency surrounding the need for change. ...
  2. Form a leading team. ...
  3. Present a vision. ...
  4. Communicate the action plan. ...
  5. Celebrate short term wins. ...
  6. Embed new changes into the company culture.

What is the best way to manage change in the workplace? ›

Managing any changes in your workplace can be tricky but here are our Top Ten Tips:
  1. Understand the change process. ...
  2. Figure out why changes are needed. ...
  3. Create a plan of action. ...
  4. Engage with your workforce. ...
  5. Communicate your plans to employees. ...
  6. Listen to feedback. ...
  7. Communicate your plans to stakeholders. ...
  8. Plan for every eventuality.

Can you give an example of a suggestion you made that was implemented? ›

Your example of ideas you have implemented should probably look something like this: At my previous work, I had the idea to dedicate a few hours on Fridays to reviewing our efficiency. Our workload was lighter on Fridays anyway, so we were able to spend some time improving our work.

How do you handle change within the workplace can you give an example? ›

10 tips for dealing with change in the workplace
  • Accept change that will happen. ...
  • Look at the bigger picture. ...
  • Trust you are being taken care of. ...
  • Trust your gut instincts. ...
  • Take action if necessary. ...
  • Get clear on whether change is for the better. ...
  • Work together as a team. ...
  • Treat people equally despite the changes.
Apr 26, 2022

What are 4 elements of initiative? ›

Innovation requires collaboration, ideation, implementation and value creation. Community developers actively engaged in innovation illustrated each of these elements during breakout sessions. They shared replicable concepts, programs and initiatives that are showing real results.

What is the first step in any change initiative? ›

If you not clear on how your organization works, thinks, operates, and functions as a whole, the first step in a change initiative is to examine that aspect so you have a strong understanding and foundation to build upon.

What are 4 things key to change management? ›

4 Change Management Principles
  • Understand Change.
  • Plan Change.
  • Implement Change.
  • Communicate Change.

What is the greatest contributor to successful change initiatives? ›

Having a positive leader who actively guides the organization through change and participates visibly throughout the lifecycle of change is the greatest contributor to success.

What are the three key roles in any change management initiative? ›

What are the three key roles in any change management initiative? Sponsor is the person or organizational unit that wants the change. Change agent is the person or group who leads the change effort. Potential adopter is the person or group who must actually do the changing.

What is the main purpose of organizational change? ›

Organizational change is necessary for companies to succeed and grow. Change management drives the successful adoption and usage of change within the business. It allows employees to understand and commit to the shift and work effectively during it.

What are the impacts of change on the Organisation? ›

The benefits of change include things like increased efficiency, improved customer service, or increased profits. It is important to weigh the risks and benefits of change carefully before making a decision. This will help to ensure that the changes are actually beneficial to the organization.

Why is change important to growth? ›

Change can help you grow as a person.

Change allows you to explore new things and learn from different experiences. This will help you grow as a person as you can now understand more about yourself, your limits, and your desires. What are your passions and interests?

What is the importance and benefits of organizational development and change? ›

Organizational development enables a company to continually improve its processes and offerings. By helping make strategic choices in all activities that the organisation does, OD helps improve efficiency. This tends to produce better outputs with the same or reduced levels of inputs.

What is an example of change management? ›

Examples of change management include: Implementation of a single new technology, or an overall digital transformation overhaul. Company acquisitions and mergers. Change in management personnel or style.

How do you manage change in an organization? ›

Tips for Managing Organizational Change
  1. Understand the Process of Change. No two change initiatives are the same. ...
  2. Understand the Forces of Change. To effectively manage change, managers must first grasp why it's necessary. ...
  3. Create a Plan. ...
  4. Communicate. ...
  5. Prepare for Roadblocks.
Jan 23, 2020

What is an example of a change impact? ›

Here are some examples: A new digital adoption program implements new technology. This can also impact individuals' workflows, business processes, customer experiences, and more. A department is restructured during an acquisition.

What is the positive impact of change? ›

Change makes us adaptable

When we meet change with a positive attitude, we learn to let go of our set ways and become flexible. We learn to adapt to new people, new environments, new roles and new situations. In the long run, being flexible leads to more happiness and less stress.

Why is it important to manage change effectively? ›

The proactiveness of organisations in dealing with change will determine whether or not a company is able to adopt a new process or system. Therefore, for companies, change management helps to speed up transformations and, as a result, to make this ability a hallmark for the future.

How do you grow through change? ›

To embrace change, we need to concentrate on five areas.
  1. Focus on a vision. Our vision or imagination guides everything we do. ...
  2. Choose your outlook. We reach another milestone in our growth when we accept responsibility for our emotions. ...
  3. Seek authenticity. ...
  4. Commit ourselves with discipline. ...
  5. Continually grow and develop.

How can organization development be improved? ›

10 Tips to Improve Your Company's Organizational Culture
  1. Create and communicate meaningful values. ...
  2. Conduct proper selection. ...
  3. Improve orientation and onboarding. ...
  4. Enable and empower employees. ...
  5. Engage employees all year round. ...
  6. Coach employees. ...
  7. Communicate effectively with employees.
Sep 24, 2019

What are the 5 stages of organizational development? ›

The 5 Step Organisational Development (O.D.) Process
  • Identify the needs of the organisation. ...
  • Decide on how to address those needs. ...
  • Select your intervention. ...
  • Implement the intervention. ...
  • Evaluating the impact.

What is an example of organizational development? ›

What are examples of Organizational Development? Examples of activities often a part of Organizational Development include employee training, strategic realignment, product research, management restructuring, and service development.


1. Change Your Closet, Change Your Life | Gillian Dunn | TEDxWhiteRock
(TEDx Talks)
2. What is Change Management? Change Management process.
3. How Apple Is Organized for Innovation: The Functional Organization
(Harvard Business Review)
4. Making Change Initiatives more Effective in Organizations
(Crossover Leadership)
5. How to plan an Agile change initiative
(Agile Change Management )
6. If Only It Were That Simple (Office Humor)
(Working Solutions)


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