If you're trying to create strategic change in an organization having a sense it knows the right way to do things and an even stronger perceived handle on which things are important to do and not do, what is the best change strategy?

Is it better to do a two-step sale or a one-step sale to get the go ahead for strategic change?

This strategic pondering emerged from several Brand Strategy Conference presentations this week.


Strategic Change Management in 1 or 2 steps?

There were discussions during various Brand Strategy Conference presentations about how you get an organization to understand branding, design thinking, or social media. The premise, understandably enough, is you need to win the organization over to a belief in the overarching concept before selling-in the related strategic change associated with embracing the concept.

This is what I'd call a two-step sell: sell the concept, then sell the specific strategic change.

A one-step sell would eliminate the separate first step of selling-in the overarching concept. Instead, you would simply start selling-in the strategic change that is needed by linking it, as best possible, to things the organization already believes in and supports. The idea is you may be far better off to not telegraph strategic change by either creating or acknowledging the hurdle of getting the organization to accept a big concept as a precursor to change.

For instance, if you're trying to implement stronger and better branding in an organization that doesn't get what brand is, you could start with aspects of brand building start where agreement to do something already exists. If product quality or customer engagement is something the company has been addressing even though it doesn't completely understand branding, how about simply launching brand strengthening quality or customer engagement changes you align with more familiar initiative? You wouldn't even have to mention the "B" word, especially if it were likely to just muddy the waters.

Think about this strategic thinking question this way: if you're dealing with small minded people, are you better off to give them small ideas to consider rather than a huge, unfamiliar idea?

If you think you might be, a one-step strategic change cell may be exactly the approach to pursue.

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