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Change Through Persuasion 1

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63 views2 pages

Change Through Persuasion 1

Uploaded by

25moinul99
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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"Change Through Persuasion" by David A. Garvin and Michael A. Roberto.

The article argues that successful change initiatives require a well-crafted persuasion campaign
that begins long before the actual implementation of the change. Key points from the article
include:

● The Importance of Persuasion: Leaders must convince people of the need for change
and the viability of the proposed solution.
● The Four Phases of a Persuasion Campaign:
1. Setting the Stage: Creating a sense of urgency and framing the need for change.
2. Delivering the Message: Clearly communicating the change initiative and its
benefits.
3. Managing the Mood: Maintaining positive momentum and addressing resistance.
4. Reinforcing the Message: Providing ongoing support and encouragement.
● The Role of Leadership: Strong leadership is essential for successful change. Leaders
must be credible, inspiring, and able to build trust and relationships.
● The Power of Storytelling: Effective storytelling can help to engage employees and
make the change initiative more relatable.

The article draws on real-world examples, such as the turnaround of Beth Israel Deaconess
Medical Center, to illustrate the power of persuasion in driving organizational change.

Broad Explanation

1. Setting the Stage:

● Creating a Sense of Urgency: Leaders need to convincingly communicate the need for
change. This could involve highlighting the negative consequences of inaction or the
potential benefits of change.
● Framing the Change: The change initiative should be framed in a way that resonates
with employees' values and beliefs. It's important to connect the change to a larger
purpose or vision.

2. Delivering the Message:

● Clear and Concise Communication: The change initiative should be clearly and
concisely communicated, avoiding jargon or overly complex language.
● Tailored Messaging: The message should be tailored to different audiences, taking into
account their specific needs and concerns.
● Consistent Messaging: Consistent messaging across all channels helps to reinforce
the key points and avoid confusion.

3. Managing the Mood:

● Active Listening: Leaders should actively listen to employees' concerns and feedback.
This helps to build trust and address resistance.
● Addressing Resistance: Resistance to change is natural. Leaders should acknowledge
and address resistance in a constructive manner.
● Celebrating Small Wins: Celebrating small successes helps to maintain momentum
and keep employees motivated.

4. Reinforcing the Message:

Ongoing Communication: Regular communication helps to keep employees informed and


engaged.
Leadership Visibility: Leaders should be visible and accessible during the change process.
Recognizing and Rewarding: Recognizing and rewarding employees who embrace the
change can help to reinforce the desired behaviors.

By carefully executing these four phases, leaders can increase the likelihood of successful
change initiatives. It's important to remember that effective persuasion is not just about
delivering a message; it's about building relationships, creating a shared vision, and inspiring
others to embrace the change.

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