Following through
Published by Nick Hall on 21 October 2008.I had a dream some years ago, which I still recall clearly. In it, I found myself standing on a golf green amidst hundreds of balls that had fallen just short of the hole. A voice told me that I always expect to get it in first time.
Two things about this are remarkable. First, that I don't play golf, and second, that I still remember the impact this dream had on me, which was to remember to follow through.
This advice is key when discussing change with a new client.
What's tragic is a program that has been whittled away to include only the fundamental components, because if the communications are not completely and simultaneously aligned, the commitment to change is seen to lack conviction in the eyes of the employees and customers. The excuse we sometimes hear is "We've got boxes of the old stuff left".
Recycle it.
For change to really take full effect, it must permeate every aspect of a company's communications and seep into the culture. Strategies and ideas must be shared with everyone in the organization, so they are then qualified to become champions of - and contributors to - the new brand position. This is something we place high value on, and work with clients to assist in change presentations whenever and however we can.
Try this. Imagine every one of your employees is at a different party on Friday night, and at some point each one of them is asked what their company does. Would they all have the same answer?