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11 Strategies for change

Introduction

Our problem, in essence, is a simple one. We never have enough time to do
anything, but we always find time to do it twice.
President, French Pharmaceutical Company

In a changing world the only constant is change. So why write a book about man-
aging change in an organizational world which is already changing at a dramatic
rate? I run workshops on managing change for management audiences around
the world. Over the last 10 years or so managers have gained more experience
with, and more confidence in, the management of change. The reality is that the
stability which seemed to characterize the corporate world in the 1950s and 1960s
has given way to increased and global competition, technological innovation and
change, limited resources, deregulation, privatization of public sector organiza-
tions and change in much more besides. But with that growing confidence there
is a growing interest in learning how to manage change more effectively.
What does all this mean to us, as employees and as managers? How can we seize
advantage from the process of change? How can we help ourselves and others cope

with the often stressful experience of change? How can we ensure that we manage
changes well? How can we create more effective organizations? Is it possible to do
so and still encourage people to learn, develop and fulfil themselves? Can we do all
this and make money as well? By gaining a better understanding of why certain
approaches to management seem to work we can pursue each of these objectives
more fully.
In today’s world, managers face complex and challenging pressures and oppor-
tunities. They must ensure the efficient use of resources and, at the same time,
find ways of guaranteeing the long-term effectiveness of the organizations for
which they work. Effectiveness includes the ability to identify the right things to
do in the future (the right products and services to offer, the appropriate tech-
nologies to exploit, the best procedures and structures to introduce, to find,
recruit and retain people with appropriate skills). Effectiveness also requires the
ability to adapt so that we can achieve these new tasks. It therefore comprises the
ability to adapt to changing circumstances.

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