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9 in 10 Transformations Fail: Beat the Odds with this 5-Part Change Management Framework
Organizations are like sharks: stop moving, and you might suffocate. Change is the oxygen that keeps companies alive, but implementing it successfully? That’s a whole different story. People often say they hate routine. But what they hate even more? Change. New initiatives, big or small, often meet resistance. We’ve all heard it – the murmurs about “the latest new rules,” the skepticism over new tools, or even jabs at technologies like ChatGPT, suggesting it “can’t really do our jobs, so why bother?” It’s only natural, and the data backs it up.
The Universal Struggle with Change
Change fatigue is real, and it’s costly. Even decades ago, Kotter’s studies showed a 70% failure rate for major transformations. Today, with the pace of change only accelerating, Warren Parry’s research reveals that almost 90% of transformation programs don’t reach their intended goals. That’s a tough statistic to swallow, especially when you’re aiming to keep your teams – and your business – moving forward. This leaves a pivotal question: Are we doomed to try and fail at change, or is there a way to reduce barriers and succeed?
Building Blocks for a Solid Change Plan
Change management is complex, and there’s no one-size-fits-all solution. But change doesn’t have to be a leap of faith – it’s a skill. Given the topic’s importance, there are myriad approaches and tools to consider, each suited to different scenarios. At THoM, we’ve developed a tailored, four-step methodology that guides our clients through the change process with clarity and purpose. Each stage addresses a different need, from initial alignment to ensuring lasting adoption, with an emphasis on preparing for and overcoming resistance along the way:
- Readiness Assessment: We start by building a solid foundation, conducting research and aligning internally. This step often includes defining the desired change, analyzing stakeholders, and developing an initial approach.
- Preparation: Once we have alignment, we move from concept to a concrete roadmap. Here, we develop communication and engagement plans, assess change impact, create a training plan, and set clear success metrics.
- Execution: This is where the change plan is put into action, including training, coaching, monitoring, as well as addressing resistance.
- Embedding and Review: While many companies stop at the previous stage, it is crucial not to skip the last (but surely not least) step to ensure the change sticks. We review outcomes, develop support materials, and provide hypercare to guide teams through the post-change phase, reinforcing adoption.
Navigating these steps can feel overwhelming. “Isn’t that a lot of work?” It is, but by breaking it down, each part becomes more manageable. To support you, we’ll be sharing articles on different aspects of our change management methodology, guiding you through each step of the process.
The REDUCE Framework: Tackling Change Resistance Step-by-Step
Addressing resistance is critical at the execution stage, as it’s often the biggest barrier to progress. While resistance peaks here, preparation for it starts in the first stage to ensure a smoother journey. That’s why today, we’ll dive into the REDUCE framework, developed by Professor Jonah Berger at the Wharton School of the University of Pennsylvania. This research-backed tool pinpoints five of the most common barriers to change and offers practical ways to address them. REDUCE stands for Reactance, Endowment, Distance, Uncertainty, and Corroborating Evidence.
Read on to discover each concept, how it works, and actionable real-life examples to help you put these principles into practice.
1. Reactance: From “Why Bother?” to “Let’s Do This”
Why People Resist: When people feel their freedom to choose is restricted, they often react negatively, a concept known as psychological reactance. Reactance makes employees instinctively resist changes they perceive as forced, especially if it feels like their usual choices are being taken away.
The Fix: Reframe change as an enhancement rather than a disruption. By positioning new tools or processes as ways to improve their work rather than replace it, you can help them feel in control and motivated to embrace the change.
Real-World Example: When introducing a new CRM system to enhance customer insights, it’s common for team members to feel it’s “just another tool” added to their workload. To address this resistance, frame it as a tool designed to streamline repetitive tasks, allowing more time for creative strategy and deeper client engagement. This reframing can help the team see the CRM as an enhancement to their strengths rather than an added burden.
2. Endowment: Respect What’s Working Before Adding Something New
Why People Hold On: The endowment effect shows that people tend to overvalue what they already own or are familiar with. This effect leads employees to prefer established routines, making them wary of abandoning familiar tools for something unknown.
The Fix: Show empathy by acknowledging what’s already working well. When people feel their current expertise and tools are valued, they’re more likely to accept new additions without seeing them as replacements.
Real-World Example: Switching to a new content management system? Rather than enforcing an immediate shift, hold feedback sessions to understand the team’s concerns and insights on what they appreciate in the existing system and where they see potential pain points. Integrating their input into the transition fosters a sense of shared ownership, making the change feel collaborative instead of imposed.
3. Distance: Bridging the Gap Between Change and Day-to-Day Tasks
Why It Feels Distant: When a change feels abstract or disconnected from their work, employees may struggle to see its relevance, a phenomenon explained by construal level theory. The more “distant” the change feels from everyday tasks, the less motivated people are to support it.
The Fix: Connect the change to clear, tangible benefits that are directly relevant to their daily tasks. Making change relatable helps bridge the psychological gap, making it feel more relevant and valuable.
Real-World Example: Let’s say your team is adopting a social listening tool to stay on top of brand sentiment. At first, it might seem unrelated. But if you show how it can identify trending topics for the content calendar or reveal customer insights to sharpen messaging, the tool becomes directly valuable to their work and goals.
4. Uncertainty: Replace Guesswork with Clear Information
Why Uncertainty Holds People Back: Research on ambiguity aversion shows that people often avoid uncertain situations, preferring predictable, clear outcomes. When a change feels vague or complex, team members tend to feel anxious or hesitant to engage.
The Fix: Providing transparent information and clear guidelines around new changes reduces anxiety and helps build confidence. When team members understand the purpose and benefits of the change, they feel more prepared to tackle it.
Real-World Example: Rolling out AI-driven audience segmentation? If the team doesn’t know how it fits into their workflow, they might feel reluctant. By providing hands-on training and a clear implementation plan, you help the team understand the tool’s purpose and how it complements their current efforts, reducing uncertainty and making adoption easier.
5. Corroborating Evidence: Show Proof That Change Works
Why People Need Evidence: People trust changes more when they see evidence that others have benefited from them, a concept rooted in social proof theory. Without tangible proof, employees are more likely to view new ideas with skepticism.
The Fix: Reinforce the value of change with data, case studies, or success stories. Sharing examples helps team members see that the change is credible and worth the effort.
Real-World Example: Encouraging regional teams to adopt a data-driven approach to content marketing can be challenging if they’re skeptical about its impact. Address this by sharing success stories and metrics from other markets where similar strategies drove higher engagement. These real-life examples help overcome doubts by demonstrating the approach’s potential, making teams more confident about applying it in their own work.
Making Change Happen, Together
With the right approach, change can feel less like a disruption and more like a shared step forward. By addressing barriers thoughtfully—rethinking resistance, respecting what already works, connecting new tools to daily goals, offering clear guidance, and providing proof of success—you can create a smoother path for your team. Change doesn’t have to be daunting when it’s approached as a collaborative journey that everyone can get behind.
Here to Help, Every Step of the Way
We know that leading change is complex — no two journeys are the same. At the House of Marketing, we take the time to understand your team, your culture, and your vision to help you navigate change in a way that feels meaningful and achievable. Whether you’re implementing new tools, reshaping team dynamics, or taking on something entirely new, we’re here to share our insights and make the process as smooth as possible.
The REDUCE framework can help address some of the most common resistance challenges, but true change management is a continuous effort woven throughout your entire project. Have questions or want to explore how we can support your specific challenge?
Make your transformation a success – and stay tuned for more insights and tips on effective change management.
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Iryna Nykytiuk
Consultant
- Global Marketing Strategy
- Campaign Management
- Digital Marketing
- Intercultural Communication
- Content Marketing
- Project Management