change strategy
why change initiatives fail


Robinson helps you avoid obstacles to successful change.

Has your organization tried implementing change before, without success? 80% of failures can be traced to a few common mistakes.


Common mistakes






No performance focus.

  Changes to skills, culture, structure, etc. must be aligned with specific business results.
• Ensure performance metrics like market share, productivity, innovation are as specific as possible; clearly link change activities these metrics.
• Define short-term wins to build credibility and momentum.


2. Lack of a winning strategy.



The best change program in the world can’t overcome a structurally disadvantaged industry position (inadequate scale, the wrong technology, poor location).
• Ensure you have a the resources, leadership, etc. to give you a reasonable chance of creating a winning strategy.


3. Failure to mobilize and engage pivotal groups




Pivotal groups need a strong case for change, a compelling value proposition (“what's in it for me?”), strong support (new goals, information, tools), and effective communication.
• Define which groups are key to implementing change; determine how meaningful the case for change is to each one.
• Figure out how you can improve their participation.


4. Not understanding decision-driven vs. behaviour-dependent change.



Unlike changes in market positioning or pricing, behaviour-based change involves less tangible areas like skills and culture. A different mindset and solid leadership skills are needed to successfully apply changes to behaviour.
• Pre-determine the mix of decision and behavioural changes.
• Ensure the appropriate mindsets and skills are being applied.


5. Over-reliance on structure and systems.



Structural and systems changes are easy to track, but they rarely result in broad-based behavioural change or skills development.
• Determine what else you need to get the organization performing in new ways.


6. Lack of skills and resources.



Many companies simply fail to put the appropriate time, people and resources against the opportunity.
• Make sure you’ve allocated the right resources for the challenge, or create a plan to acquire or develop those resources.


7. Leaders' inability to change.


Any attempt to change the direction of an organization will fail if senior executives do not adopt the changes themselves.
• Determine that they are aligned with the change process, and are willing to model the values and behaviours they demand of others.


8. Inability to align initiatives.



Major change requires many initiatives (strategy, re-engineering, training, leadership development, management system redesign). How they relate to one another can get confusing from a “big picture” perspective.
• Create an overall architecture to help guide and fit all the pieces together.

Source: The Hawthorne Group


Keys to successful change.

Change initiatives that really work have 7 qualities in common. Find out what they are.


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