DR.E. J.SARMAAPRIL-19-2014

New modelfor managing organizational

change

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8-step-AAiDCCAR- organization change model

Attention

Awareness

Interest

Desire

Comprehension

conviction

Action

Result

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Attention

Attention is an umbrella term -it is all about human brain and information processingIt is taking possession of mind in clear vivid formWe remember what we attend to

If that is the case just one speech to people is that enough to change?Transition from pre-attentive to focused attention has to be done fairly quickly

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Attention

We need to reach people with a message that will help them decide to change their behavior.

If the message isn't understandable, if it doesn't reach the audience, if it scares or offends them too much, if it doesn't seem to appeal to them, or if it simply doesn't register at all, they won't change .

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Attention

In any change effort there has to be a compelling reason

It is not enough if this remains in the mind of the CEO

Let us create some rules:Rule no 1:If you want other's to pay

more attention to you, you have to have a strong reason and be interesting when conveying Arouse curiosity

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Attention

Rule no 2:That reason has to be powerfully communicated to catch the attention of every one who can influence change process and acceleration

Rule no 3:Communicate directly Use the story tellingAbundant seminars Use Multiple channelsRepeat and repeat the message

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Awareness

Awareness is Mindfulness-bringing one’s complete attention to the present experience on a moment-to-moment basis, or involves paying attention in a particular way

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Awareness

Awareness is the state or ability to perceive, to feel, or to be conscious  of events. 

In this level of consciousness, sense data can be confirmed by an observer without necessarily implying understanding.

More broadly, it is the state or quality of being aware of something.

Can cat be a lion?

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Awareness

Fundamentally, engaging people on complex concepts and information is difficult!

Picking a single ‘hook’ or outstanding benefit can be challenging.

Large groups of people are unlikely to be interested – so by keeping the target pool smaller easier to get attention and awareness

How do we know it caught the attention of everyone?

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Awareness

Impact review – quick surveys will tell reach and registration of the message

Once the attention is caught – continuous communication effort-more effort is required to create an impact that will enable the need to be aware of change imperatives,

This can trigger the next move

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Awareness

Covert awareness is the knowledge of something without knowing it-many employees exhibit this behavior during change process

Fear or peer /social pressures create this behavior

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Paradigm shift-what makes people suddenly change their

behavior

I met a man travelling in local train in Mumbai with 3 young kids at night

This last train had few travelers returning home and immediately they tried to sleep once they entered

The kids were jumping all over making noise

Few passengers told him to silence the kids as they were disturbing the sleep. Some even shouted at him , saying how incompetent father he was by being unable to discipline the kids

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Paradigm shift

That is when he told them that he couldn’t scold the kids because he was in grief as he had just returned from the hospital where his wife died and the kids were not able to comprehend the tragedy

This information had dramatic effect on the very same people and they started asking him if he needed help . Anger vanished and compassion came in

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Paradigm shift

This paradigm shift happened because of the vital information that he shared.

Lesson-Let us not assume that people have the necessary data and information. Provide it to change the behavior

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Interest

• Interest is a feeling or emotion that causes attention to focus on an object, event, or process –includes curiosity and to a much lesser degree surprise.

• The power of the story and the reasons for change should be compelling to create enough interest

• “

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Interest

To People with “Not- Changing” attitude Consequences must be high lighted

Perceived positive out come of change must be conveyed powerfully Echo what people said about the future of the organizationOne Can kindle enough interest that will propel the persons impacted by change to act if people connect with the reasonsThis is the first step in driving change

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Desire

Desire is a sense of longing for a person or object or hoping for an outcome.

Desire is urge to do one step –when you are at the fork which road to choose will depend on where it is leading

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Desire

if the interest is like “fatal attraction “ then you want to get into the act strongly

Once interest is created there will be intense desire to take steps to act

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Desire

This is critical step to ensure that people align and signup for the process

Unless there is a strong urge must be created in majority

The late adopters will be more thereby escalating project time line

Have target as to how many you wish to reach and have in this bucket.

Measure often this category

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Comprehension

It is hardly a secret that people find most documents very difficult to comprehend and that there are several reasons for these difficulties. The narration is loaded with technical terms that need to be deciphered and memorized. There are complex

Comprehension happens in the minds of people who have the desire to change,

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comprehension

Say you wanted to buy lexus ES 350 and visited the dealer , wont you may go home and research everything about lexus for next few days and try to convince yourself why Lexus ES 350 is “ the right car” for you.

People just do not buy “change theme “ instantly

They think about the possible benefits to them and effort vs rewards

Questions like “ what is in it for me” will be asked

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Conviction

“if you hold a moral conviction, you believe that this conviction as to what is right vs. wrong is not mere personal preference. You believe that EVERYBODY must conform to the criterion you believe in.-- Skitka et al. (2005, p. 896) cite a quote from psychologists Haidt, Rosenberg, and Hom:

Conviction is strong belief that “this is good for me”

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Conviction

It is all about firm belief-disambiguationOnce people think through, the determination

to change happens .Unless there is conviction that change will

impact positively there will not be any action

It may be good to have over 70% in this category to begin with when the project is few months of initiation

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Action

Depending on the conviction people take steps to act

To participate in changeHave the list of things expected

of people

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Action

Is it new skilling, behavior modification, cultural change enterprise wide etc

And bucket people in each category and have action steps for each category

This will ensure acceleration

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Result

Present the Grand vision that is exciting

The out come then is in seeing the change process being accelerated and absorbed by everyone

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So you want to be category killer?

a fine example of a Goal which made strong impact

Want to be like

these companies ? Toys R us Home Depot ebay Yahoo Facebook Twitter

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More work to be done ?at 3 levels of engagement

Level 1-High-involvement - includes those commit unquestionably. engaged fully, lead

the efforts

Level 2-moderate involvement  - still having some doubts. But will commit once

there is some visibility of positive outcome of changes that were projected in step 1

through

Level 3- low involvement- still unsure hesitating and waiting

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