The key behind any change is the “why” or compelling vision. Without knowing clearly why you’re implementing a change, it’s far more challenging to get people on board or to make the change stick.
This is different to knowing “where” you’re heading. Sometimes we know we have to make a change but aren’t completely clear about the ultimate outcome. We may have a general idea of it, but the details will need to be worked out along the way. So the “where”, or ultimate goal, is different from the “why”. The “why” (or compelling vision) is the big picture about what’s driving the change, or what we are ultimately aiming to accomplish with it.
When we have a compelling vision and can share the “why” in a clear and convincing way, it generates much greater support for the change, which ultimately leads to more successful implementation. (And that’s what we all want when leading change, right?)
Sometimes the “why” can be unavoidable – like changes to market conditions, declining performance that drives a company restructuring, or regulatory requirements, as examples.
One company that comes to mind that experienced profound change due to external influences was Western Union. Originally founded in 1851 as a telegraphic service provider, the company massively shifted its focus as telegraph services started becoming obsolete. Today they are one of the largest financial services transactors in the world, wiring money all over the globe. From communications to cash, they’re a great example of a company completely changing its focus and purpose as technology and societal needs shifted.
Other times changes are much more positively motivated – implementing new systems or tools to streamline productivity, supporting a worthwhile charity, implementing measures to protect the environment, educating youth for a better future, or making a big difference in some aspect of society.
Like her style or not, Greta Thunberg, the 17 year old Swedish girl who is speaking out in a very public way, is definitely voicing her “why” when addressing the UN about her “mission to make a difference” on global climate change. It is very obvious to anyone following world news that she is definitely doing just that – making a difference by raising awareness about climate change and forcing government officials to take notice. While her style and message can be admired or criticized depending upon personal views, her “why” is clear, which is gaining her support and publicity on the topic for which she is so passionate.
Finally, there are times our “why” may be more personal – to achieve something for yourself or your family, for health reasons, or even after a loss – financial, loved one, or even business. These personal “whys” can often be some of the most compelling motivators. When the purpose behind a change is a heartfelt one, that can often deliver the most impactful results.
In my case, my “why” behind the work I do is a result of the significant transformational change I’ve made in my own life. In combination with the learnings from driving change in businesses around the globe, I have developed a deep passion for enabling others to unlock whatever is preventing them from making change in their own businesses or lives. That passion motivated me to change my profession, leaving my corporate career to operate my own business focused on making a difference by enabling individuals and businesses to get to the heart of their own transformation.
Whatever your “why” or motivation for the change, the key to engaging others on the change journey is to be able to clearly articulate that “why” in a compelling way that inspires others to join you on the journey. The more you can engage the hearts and minds of people to buy into your change program, the greater potential you have for success.