Organize Your Change Initiative Around Purpose and Benefits

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Organize Your Change Initiative Around Purpose and Benefits
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Here are the two most important things leaders should focus on in any change project.

that, on average, purpose-driven companies report 30% higher levels of innovation and 40% higher levels of workforce retention than their competitors. These statistics are borne out in my own experience: Change initiatives with a higher purpose have significantly higher chances of success than those that don’t inspire people.

An easy method of finding a change project’s purpose is to continuously ask, “Why are we doing the project?” Usually, you need to ask this question three to four times to get to the core purpose. For example, consider the introduction of a new Client Relationship Management software system. Most change managers will say that the project is about implementing a new CRM system, but that’s notwe do the project.

Traditional change management practices have focused on the inputs and outputs — things like plans, schedules, budgets, deliverables, teams, etc. A change initiative is considered successful if it is delivered on time, on budget, and within scope. Yet, what matters most are the outcomes and benefits delivered, such as happier employees, returning customers, more sustainable practices, etc.

Each project will bring different benefits to different stakeholders. Change managers and project leaders should identify the main benefit expectations for each key stakeholder early in the transformation. Here is a simple approach to identifying the main benefits of your change projects:

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