Developing A Change Strategy: A Check List For Success

By: John Cotter

• The strategy has committed and observable support from the top officials of the organization.
• The strategy aims primarily at involving and working with those who are supportive of change and improvement, rather than working against those who are defensive and resistant.
• The strategy, wherever possible, involves relatively healthy parts of the organization with the will and resources to improve.
• The strategy involves individuals and groups who have as much freedom and discretion in managing their own operations as possible.
• The strategy links together people who are trying to improve how the organization functions so their activities reinforce and complement one another.
• People who need to participate in shaping and implementing the change strategy see the outcomes reducing rather than increasing their present burdens.
• Those who are affected by the change strategy feel their autonomy and security are not unduly threatened.
• The proposed change strategy is in accord with values and beliefs held by those who are affected.
• The strategy develops a "critical mass" in each project - that is, sufficient investment of resources to move the system beyond its natural inertia, particularly in the early stages of a change effort.
• The strategy recognizes that new approaches are likely to be misunderstood, and includes mechanisms to get feedback on how people see the process, so clarification can take place as needed.
• There's provision to hear objections from those affected so steps can be taken to remove the obstacles they identify as they appear.
• There are choice points built into the strategy to permit revision and reconsideration, if experience indicates this would be desirable.
• The strategy takes advantage of opportunities where change is already occurring or is soon contemplated, e.g. where new technology is being introduced, where the organization is expanding or contracting rapidly, or where there's new management.
• There are plans to reward and encourage people for the effort of changing and improving, in addition to rewarding them for short term results.