If You Want To Build Genuine Transformation, Follow The Evidence
Research shows that most transformational initiatives do not succeed. No matter who does the study or what methodology they use, the failure rate always comes out around 70% or 80%.
That’s just tragic.
Many say that change is hard—and that is often true—but so are a lot of things, like putting a satellite up in space or performing brain surgery and we certainly wouldn’t accept a similar failure rate with those things.
Throughout human history we have progressed by learning how the world works and then building strategies based on that knowledge. The good thing is we actually know a lot about change.
Hundreds of studies over many decades have established that:
1.Transformational ideas come from outside the community and incur resistance.
2. There is a common and persistent “KAP-gap,” in which shifts in KNOWLEDGE and ATTITUDES do not necessarily result in a change in PRACTICES.
3.Transformations follow an “S curve” pattern, meaning they start out slowly, hit a tipping point and then accelerate exponentially.
4. Ideas are socially transmitted from peer-to-peer.
Yet when we look at what common change management frameworks advise:
CREATE A SENSE OF URGENCY AROUND CHANGE: But if change follows an s-curve, starts out slowly and then accelerates, why would that be necessary? In fact, trying to start with a bang likely to trigger resistance prematurely than to speed things along.
CREATE AWARENESS, DESIRE AND KNOWLEDGE ABOUT THE CHANGE INITIATIVE: Yet the evidence clearly shows that shifts in knowledge and attitudes do not necessarily result in shifts in practices.
USE EMOTIVE, RATHER THAN ANALYTICAL LANGUAGE: Okay, not necessarily a bad idea, but study after study shows that change is socially transmitted from peer-to-peer. So communication strategy is a secondary, not a primary issue.
The truth is that change is not about persuasion, but empowerment. It’s driven by small groups, loosely connected, united by a shared purpose.
As leaders, it's our job to help those groups connect and to inspire them with purpose.