Change Management:

What and why needed?

Change Management through
Effective Communication


Dr Usman Mustafa
Chief, Project Evaluation and Training Division
Pakistan Institute of Development Economics
usman@pide.org.pk


Management
Change Management (CM)
What and Why Needed?
Objectives, Steps and Points to
Remember
Successful Change Management
Change Management Through Effective
Communication
Conclusion
Management in all business and organizational
activities are the acts of getting people together to
accomplish desired goals and objectives efficiently
and effectively. It comprises:
Planning
Organizing
Staffing
Leading or directing, and
Controlling
an organization or effort for the purpose of
accomplishing a goal.
Change management is a structured approach to
transitioning individuals, teams, and
organizations from a current state to a desired
future state.

It is an organizational process aimed at
empowering employees to accept and embrace
changes in their current business environment.

In project management, change management
refers to a project management process
where changes to a project are formally
introduced and approved.

Missionary changes
Strategic changes
Operational changes (including Structural
changes)
Technological changes
Changing the attitudes and behaviors of personnel

The objectives, content, and process of change should all be
specified as part of a Change Management plan.


For many change practitioners, there is no doubt that
CM must be used on projects that impact how
people do their jobs. A great solution and a well
managed project are not enough to ensure
success. Written another way:

Myth: A great solution + Effective project
management = Project success

The missing piece of the equation above is CM.


Successful change management requires:
Effective communication,
Full and active executive support,
Employee involvement,
Organizational planning and analysis and
Widespread perceived need for the change

These are the big five when successful change
is achieved

The delivery method chosen must suit the
circumstances and the needs of both the
sender and the receiver.
The content of the message has to resonate
and connect, on some level, with the
already-held beliefs of the receiver.

Communication is one of the most
important skills anyone can have, in
business and in life. We will be happier
and more productive if we can improve
our ability to communicate
The importance of communication can be
summed up in only a few words :
Happiness
Success
Harmonious relationships with the
people around you

Rewarding and harmonious relationships
with others
Easily build rapport with clients, customers,
friends, new acquaintances
Getting what you want
More time for yourself and others
Satisfaction and success in life

Effective communication is the key to our
success in life, in work, and in
relationships. Good communication skills
can reduce misunderstandings, errors,
frustration, and conflict on a daily basis.
It is often our failure to communicate
effectively that leads to :
Professional setbacks
Personal disappointment
Breakdown of important relationships
Wasting energy and time on frustration and
dramas
Not reaching our full potential
Communication works for those who work
at it.John Powell
The single biggest problem in
communication is the illusion that it has
taken place.George Bernard Shaw
To effectively communicate, we must
realize that we are all different in the way
we perceive the world and use this
understanding as a guide to our
communication with others. A. Robbins

If you've ever known a particular
dog at all well, you've probably
been amazed at how easy it is to
guess a dog's mood, even though
dogs can't speak. Perhaps what's
more amazing is that it's so
difficult to guess a person's
mood, even though humans can
speak...
Do you design your communications? or
Do they just kind of happen?
When your communication is important
-- it is to be remembered
-- you need to think carefully and
-- design it to resonate with your intended
audience
Seven "C's" of communication
design:
The seven C's lay out a simple
sequence which can help you start
broadly and work your way down
to specifics.

1. Context
2. Content
3. Components
4. Cuts
5. Composition
6. Contrast
7. Consistency
What's going on?
Do you understand the situation?
Is there a dead elephant in the middle of
the room that you're not aware of?
Ask good questions. You'll need a clear
goal before you begin to design any
communication.
Ask: Who are you talking to and what do
you want them to do?

Issue that
everyone is
aware of, but
somehow
nobody
mentions.
1. Collecting good
information, and
2. Taking the extra
time and energy
to make it
relevant to others
1. WHO are you
talking to?
2. What do you want
that person to DO?
The WHODO


Based on your goal, define a single
question that your communication is
designed to answer. This is the best
possible measure of communication
effectiveness.
Message







What do you want your audience to
walk away with and remember? - set
out to answer it.
What information is required?
Do you have the answer already, or do
you need to search it out?


Do you set
understanding goals for
your important
communications? Most
people don't.

- Effective vs efficient
1. To clarify why people should care.
Offer anything new, why should anyone
listen? Effective communication should result
in someone acting or thinking in a different
way than they did before.
2. To be sure your content is complete.
Defining your goal as a question offers a
second benefit: It's a check to ensure that
your communication is on target.
3. To ensure you are understood.
You can't double-check unless you have a
metric. Use questions.
How do you determine what
to leave in and what to leave
out?
Whom presenting & their
persperctive
How much time/energy?

When in doubt, leave it out
Break down your content into basic
"building blocks" of content.
Formulate the information into clusters
and groups.
What patterns emerge?
How can you make the information more
modular?
Given your goal, what is the most
fundamental unit of information?


This is one of the hardest parts of the
process and most often neglected.
People's attention will quickly drift --
they expect you to get to the point.
Learn to edit. Kill your little darlings.



Picassos saying:
"When you begin a picture, you
often make some pretty
discoveries. You must be on guard
against these. Destroy the thing,
do it over several times. In each destroying of
a beautiful discovery the artist does not really
suppress it, but rather transforms it,
condenses it, makes it more substantial."

You can.
Take a deep breath,
kill it and start fresh.
It will always return,
often more elegant and
beautiful than before
Now it's time to design the way you will
tell your story.
Think in terms of both written and
visual composition.
When writing; who are your main
characters?
How will you set up the scene?
What are the goals and conflicts that
will develop?
How will the story reach resolution?
In visual terms; where will the reader
begin?
How will you lead the eye around the
page?
In all your compositional thinking; how
will you engage your audience?
How will you keep them engaged?


Solidify my design
approach
Articulate my
rationale
Ensure clarity
Career coach Robert Gatling says "write it
down" was one of the best tips he ever got
What are the differences that matter?
Use contrast to highlight them:
Big vs. little;
Rough vs. smooth;
Black vs. white.
When making any point, ask, "in
comparison with what?
Contrast is a trigger to the brain that
says "pay attention!"

Unless you're highlighting differences,
keep things like color, fonts, spacing and
type sizes consistent to avoid distracting
people.
Research shows that any extraneous
information will detract from people's
ability to assimilate and learn.
Presentation Message
KISS
One slide per minute
Clear explanation of tech. terms
Avoid complete sentences
6 x 6 rule
Font 32-44 and 28
Simple graph
Consistency
1. Planning
2. Organizing
3. Sequence
4. Presentation
5. Practice, practice and practice
6. Revision, revision and revision



for your Patience