{"id":47533,"date":"2021-09-01T06:11:50","date_gmt":"2021-09-01T10:11:50","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=47533"},"modified":"2021-09-06T06:54:05","modified_gmt":"2021-09-06T10:54:05","slug":"spread-ideas-2","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/spread-ideas-2\/","title":{"rendered":"How to Spread Ideas of Change in an Organization"},"content":{"rendered":"\n<p>Does your organization require major changes to stay afloat but others are <a href=\"https:\/\/www.shortform.com\/blog\/why-do-people-resist-change\/\">resisting change<\/a>? Do you want to know how to convince others about what needs to be done?<\/p>\n\n\n\n<p>In their fable about leadership and change, John Kotter and Holger Rathgeber discuss the difficulties of enacting change within an organization. They provide advice on how to slowly spread ideas until most of the members are on board.<\/p>\n\n\n\n<p>Here&#8217;s how to spread ideas of change within an organization.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to Spread the Word<\/strong><\/h2>\n\n\n\n<p>In the fable <em>Our Iceberg Is Melting, <\/em>a penguin named Fred noticed that the iceberg in which the colony lives was riddled with cracks. He first called together a meeting to initialize change, then another penguin named Louis worked to put together a team. The third step was to put together a plan, which they did with the help of a passing nomadic seagull: leave the iceberg.<\/p>\n\n\n\n<p>Now that the team has an idea for how to save the colony, they need to get the other penguins onboard. In this chapter, we\u2019ll see how Fred, Louis, and the others spread the word to the rest of the colony and build support for their vision through.&nbsp;Here&#8217;s how to spread ideas in a company.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Analysis: How to Get Your Team Onboard<\/strong><\/h3>\n\n\n\n<p>The book <a href=\"https:\/\/www.shortform.com\/app\/book\/the-leadership-challenge\/principle-2\"><em>The Leadership Challenge<\/em><\/a><em> <\/em>gives a seven-step process for getting others on board with an idea. Let\u2019s look at how these principles apply to the steps the colony leadership team takes to win the support of the other penguins:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Step<\/strong><\/td><td><strong>How the penguins use it<\/strong><\/td><\/tr><tr><td><strong>Get input from your team. <\/strong>People will be more enthusiastic about a plan that they\u2019ve contributed to.&nbsp;<\/td><td>This happened in Step 3 of <em>Iceberg<\/em>, when the team worked together to create their vision of moving the colony to a safer place.<\/td><\/tr><tr><td><strong>Be unique. <\/strong>Your idea has to be something unusual and exciting, or else nobody will care about it.&nbsp;<\/td><td>The team is doing something that the colony\u2019s never done before. It\u2019s exciting and attention-grabbing.&nbsp;A small part of that attention ends up being negative, which is almost inevitable when you\u2019re trying something new.<\/td><\/tr><tr><td><strong>Focus on <\/strong><strong><em>why. <\/em><\/strong>Nobody gets excited about just following orders\u2014they want to know the reasons behind what they\u2019re doing.&nbsp;<\/td><td>Starting with Fred\u2019s first presentation to the Council, he and the team have been clear about the danger to the colony and used it as the driving force for the migration.<\/td><\/tr><tr><td><strong>Use vivid imagery. <\/strong>Engage people\u2019s imaginations with visual descriptions, metaphors, and symbolism.&nbsp;<\/td><td>Fred\u2019s bottle demonstration from Step 1 gave a clear picture of what could happen to their iceberg, and it\u2019s an image that the team will repeatedly come back to as they spread the word about their plan.&nbsp;<\/td><\/tr><tr><td><strong>Harness people\u2019s emotions. <\/strong>An emotional connection to your project won\u2019t just boost people\u2019s enthusiasm, it\u2019ll keep the project fresh in their minds for a longer time.<\/td><td>The team harnesses both the fear of what will happen if they don\u2019t leave, and excitement about the opportunities that await them in their new home.&nbsp;<\/td><\/tr><tr><td><strong>Show excitement. <\/strong>Your teammates and employees won\u2019t show energy if you don\u2019t. Speak quickly (but clearly), and move around while you talk; within reason, of course.<\/td><td>This step is a large part of why Buddy is the team\u2019s people-penguin. He has a natural energy and enthusiasm that gets other penguins to like him, and listen to what he\u2019s saying.&nbsp;<\/td><\/tr><tr><td><strong>Be optimistic.<\/strong><\/td><td>Louis\u2019s opening speech to the rest of the colony emphasises two things:&nbsp;That they can and will successfully move the colony to a new iceberg.That they won\u2019t lose anything of value by doing so\u2014that their current iceberg is nothing but a chunk of ice, and moving to a new one won\u2019t change who they are as penguins or as a colony.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Big Speech<\/strong><\/h3>\n\n\n\n<p><strong>Louis\u2019s first step in spreading the word about their new vision was to call all of the penguins together for an announcement.<\/strong>&nbsp;<\/p>\n\n\n\n<p>After Louis got the penguins\u2019 attention with a dramatic opening speech, Buddy stepped forward to share what the team had learned from the seagull and their <a href=\"https:\/\/www.shortform.com\/blog\/vision-for-the-future\/\">vision for the future<\/a>.&nbsp;<\/p>\n\n\n\n<p>By the end of the presentation, about a third of the colony was enthusiastic about the team\u2019s vision for the future, while roughly 10% were completely opposed to it. The rest ranged from open-minded to skeptical about the plan.<\/p>\n\n\n\n<p>As far as Louis was concerned, that was an excellent outcome for their first presentation.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>Ideas tend to spread through populations in a <a href=\"https:\/\/www.shortform.com\/blog\/the-bell-curve\/\">bell curve<\/a>, sometimes known as the <a href=\"https:\/\/www.shortform.com\/app\/book\/purple-cow\/chapter-3\">Idea Diffusion Curve.<\/a>&nbsp;The theory behind the Curve is that a small percentage of the population\u2014the Innovators and the Early Adopters\u2014should be the actual target of any marketing that you do, because <strong>they\u2019ll be the ones to <a href=\"https:\/\/www.shortform.com\/blog\/spread-ideas\/\">spread your new idea<\/a><\/strong> <strong>or product<\/strong> to everyone else through <a href=\"https:\/\/www.shortform.com\/blog\/word-of-mouth-marketing-strategy\/\">word of mouth<\/a> and social media.&nbsp;Therefore, having a third of the colony buying into their plan to migrate is a great start for the team. Presumably, those penguins are the Innovators and <a href=\"https:\/\/www.shortform.com\/blog\/early-adopters-model\/\">Early Adopters<\/a>; the ones who will (with a bit of help from the team) get the rest of the colony onboard.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Small Conversations<\/strong><\/h3>\n\n\n\n<p>After the big speech, the team\u2019s next step was to increase support and excitement for their vision by having conversations with those penguins who were confused or skeptical about it.&nbsp;<\/p>\n\n\n\n<p>They used two different strategies to keep spreading the word:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Buddy and some of his friends made \u201ctalking circles,\u201d where small groups of penguins would come together to discuss the situation with Louis, Alice, or Fred. <strong>The talking circles helped to clear up the penguins\u2019 confusion about the situation.&nbsp;<\/strong><\/li><li>The team reached out to some of the younger penguins to make posters. The posters featured catchy art and slogans to <strong>increase penguins\u2019 enthusiasm for leaving the iceberg.&nbsp;<\/strong><\/li><\/ol>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>The <a href=\"https:\/\/www.thebalancesmb.com\/how-to-use-the-rule-of-7-to-radically-grow-your-business-4037683\"><em>Rule of 7<\/em><\/a><em> <\/em>is a marketing theory stating that a customer has to see ads for your business an average of seven times before buying your product.&nbsp;The team\u2019s posters\u2014and, to a lesser extent, their conversation circles\u2014ensure that the other penguins are seeing their \u201cproduct\u201d (in other words, the plan to move to a new iceberg) frequently enough that many of them will start buying into it.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Does your organization require major changes to stay afloat but others are resisting change? Do you want to know how to convince others about what needs to be done? In their fable about leadership and change, John Kotter and Holger Rathgeber discuss the difficulties of enacting change within an organization. They provide advice on how to slowly spread ideas until most of the members are on board. Here&#8217;s how to spread ideas of change within an organization.<\/p>\n","protected":false},"author":8,"featured_media":47564,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,34,15],"tags":[476],"class_list":["post-47533","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-communication","category-education","tag-our-iceberg-is-melting","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Spread Ideas of Change in an Organization - Shortform Books<\/title>\n<meta name=\"description\" content=\"Do you need to introduce change in your company but struggle to spread the ideas? 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