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Management Of Organizational Change

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Anybody who works with senior managers as a management consultant quickly realizes that most managers enjoy the power vested in their positions. Many of these managers are not interested in sharing their power and decision-making authority. Organizational Change (OC) consultants who argue for participative management and employee involvement for humanistic reasons will surely meet resistance.



Nido Qubein, in his audiotapes on marketing professional services, said, "don't appeal to somebody's better nature; he or she may not have one." OC consultants must help managers see how they (the managers) will benefit from participative management and employee involvement.

Participation and involvement of employees at every level of the organization has become critical for organizations to develop and maintain a competitive advantage. The continuously changing demands for new and improved products and services require the utilization of the mental skills and emotional commitment of each organizational member. It has become simply impossible for single managers to "micro-manage" the complex operations they are responsible for. Gone are the days when companies hired and managed "hands."

Employee empowerment (shared responsibility and authority) is now a critical skill for management. Management must facilitate the work processes and development of its employees. The change in the role of managers from controllers to facilitators has been difficult for many managers. This change has created coaching opportunities for OC consultants.

$2,000 Per Day for a Short Walk

One of my earliest, and most valuable, lessons in the importance of participative management and employee involvement came from Rick. Rick is my mentor in consulting.

Rick told me about sitting in on a management meeting of one of his manufacturing clients. The conversation of the management members turned to production problems. They could not figure out why their production output was dramatically below their competitors'. Production numbers were far below the engineering predictions for new equipment. They explained to Rick how they had designed and redesigned the production process, with no success.

After many years of consulting, Rick has a "nose" for this kind of problem. Rick said, "Give me a week; I'll tell you how to fix the problem." Since the management members saw Rick as a consultant for "people problems," they appeared a bit surprised and amused. But the frustrated and somewhat desperate CEO said, "OK, give me a report by next Friday." I should point out that Rick charges $300 per hour or $2,000 per day, plus expenses.

For the next four and a half days, Rick entered the client's breakroom at 8 am, drank a cup of coffee, then walked down the hallway to the production facility. He talked to the machine operators individually and in groups. He talked to supervisors. He even learned how to run the new machines (or at least got familiar with the new machines). On Friday afternoon he put his report on the CEO's desk.

The following week, Rick got a phone call from the CEO who sang Rick's praises as a brilliant consultant. What did Rick's report say? Rick's report simply told the managers what the employees (the people doing the job) thought about how to improve the job.

When he told me this story, I stopped him and exclaimed, "Wait a minute! You charged the company $10,000 to walk down the hallway and get the answers from its own employees? The managers could have done that themselves."

"I suggested that," Rick replied, "the managers ignored that as a possibility."

Was Rick right to collect the $10,000? He ultimately saved the company hundreds of thousands of dollars with the new processing procedures. Arrogance cost that company $10,000! Employee involvement would have saved it $10,000.
Management Of Organizational Change
Lewin's first concept, and practice tool, is called Forcefield Analysis. Lewin believed every organizational situation, no matter how dysfunctional, benefits someone. I have found this concept and tool to be very effective in Organizational Change practice.

Lewin believed the status quo is a result of driving forces and resisting forces. Driving forces are pushing or "driving" for change. Resisting forces exist because some parties benefit from the current situation, or status quo. Thus, the status quo is the result of the strengths of the two opposing forces.

In practice, Lewin recommended working to reduce the resisting forces, instead of increasing the driving forces. He believed simply increasing the driving forces would result in an escalation in the resisting forces against the change. The parties resisting change (supporting the status quo) are usually highly motivated.

Another concept closely associated with Forcefield Analysis is what Lewin called the Three-Step Model of Change. He believed change required three steps: unfreezing the current situation, moving, and then refreezing the new situation (a new status quo). At first glance, this may appear to be obvious and simplistic. But the steps are very important.

The OC consultant must first help the organization to see the dysfunctionality (ineffectiveness) of the current situation. Remember, we are dealing with some organizational members who benefit from the current status quo.

To move the organization or the unit (to change behavior) requires a planned intervention. This will be a time of insecurity and fear for many organizational members. Fortunately, there are many structured interventions available to OC consultants. I cover interventions in Part II of my book, “Strategic Organizational Change.”

In step three, Lewin said we must "refreeze" the situation. In practice, I have found this step to be essential. In order to get the change to hold, there must be a supportive environment for the change. This means management must commit resources and reward desired behaviors; otherwise, the organizational members will slip back into their old, comfortable ways of doing things.

Anthony Buono has correctly added, "There is a significant difference between dealing with the type of episodic, discontinuous change that Lewin referred to in 1947, when he created this model (dealing, in essence, with organizational inertia), and the type of ongoing, overlapping, continuous change that is happening today." I expound on Professor Buono's comments in my chapter on Leading Change.
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