Recently, a professor and a marketing consultant, suggested creating a $300 house. They punted it up publicly. The response has been overwhelming. Their target could transform the lives of millions of desperately poor children and families across the globe. If it happens – it is a breakthrough innovation.
This goal challenges what’s feasible, alters expectations and prompts innovation. These are vital levers for big, fast change. Name the intended result, assemble the case, articulate the implications. Then, gather the knowledge, skills, insights, experience, enthusiasm and possibilities for strategy and execution.
Progress & Pace
Reflect for a moment on two dimensions of change – scale and time. A continuum of scale could cover polar ends: from none (simply preserving the status quo) to boldly disruptive. A range for time can span from instant to perpetuity. What’s a “fair” expectation for progress and pace?
An insulated and isolated organization (or community) may not make much progress year after year. The adjacent possible is severely oppressed and any change comes grudgingly. Even incremental, minor movement may be difficult. Although essential to growth and vitality, substantial change won’t happen until there are new people with different training, experience, expectations and habits. Moreover, disruptive change doesn’t occur until there’s a sudden tip point, often the result of a power shift.
The Best Attitude
“Let’s go slow to go fast” is commonly said in organizations that must improve. This can translate to “I’m risk averse” or let’s quietly move the goal posts. Alternatively, it may mean there needs to be more knowledge, skills and trust to do the work ahead. Sometimes it is appropriate – sometimes not. If for-profit organizations don’t change fast – it’s certain they will fail. Current and emerging marketplace competitors ensure that. Although far less sensitive to market forces, non-profits must adapt to perform, too.
Many organizations affect internal culture by clearly describing expected attitudes. For example, a “humility and a hunger to learn” is one of several Kellogg Company leadership values. The San Diego Food Bank operates with an “acute sense of urgency.” ConAgra identifies simplicity, accountability and collaboration as key internal principles. Nestle wants a “willingness to learn” commitment among their employees. All of these declarations signal an environment which supports change.
Target & Timing
If nearly anything is possible: What’s your stretch goal? What’s the deadline? Perhaps a 28% return on investment or no domestic violence for one month. Maybe, in six months, it’s a $25 toilet or no drunk driving in your county. By 2014, what about a 60% reduction in teen pregnancy, creating a $1,000 car, or every high school graduate in your town will be college-ready.
Thought leadership can be an essential prompt for the size and speed of change. We know most people are deeply motivated by satisfaction and results. By specifying an audacious goal and deadline, expectations for scale and pace are set. Why not start with these?
-Lisa Wyatt Knowlton, Ed. D. is a strategy architect and partner in Phillip Wyatt Knowlton, Inc. PWK is a performance management resource for systems and social change with clients worldwide. She is also an author and W.K. Kellogg Leadership Fellow. See : www.pwkinc.com
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