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Dr Leandro Herrero says viral change is infectious
Saturday, 23 May 2009
From my presentation at CIB
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What is Viral Change (TM)
Viral Change (TM) in a nutshell
VIRAL CHANGE™ is the alternative to slow, painful and unsuccessful management of change in organisations.
The traditional model is linear: big change needs a big set of initiatives cascaded down via big communication programmes. In VIRAL CHANGE™, a small set of behaviours spread by a small number of people through their networks of influence create massive behavioural tipping points, translated into new routines and 'cultures' (new ideas established, new ways of working, new process adoption, new culture). Viral Change is about creating an internal epidemic of success in whatever way you have pre-defined success. And yes... it works.
The traditional model is linear: big change needs a big set of initiatives cascaded down via big communication programmes. In VIRAL CHANGE™, a small set of behaviours spread by a small number of people through their networks of influence create massive behavioural tipping points, translated into new routines and 'cultures' (new ideas established, new ways of working, new process adoption, new culture). Viral Change is about creating an internal epidemic of success in whatever way you have pre-defined success. And yes... it works.
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2 comments:
This was a highly inspiring presentation that was also well grounded in the practical, real world. Thank you, Dr Herrero. Two questions: how best in large, multinational/multi-silo organisations to find those sceptical, maverick, lateral-thinking well-connected people who wil be the inflencers of change? And when you do, how do you avoid the fear (on their part) and the risk (on yours) that by being co-opted into the change profcess, they are seen to have come over "to the dark side" - ie corporate apparatchiks, no longer the sceptical maverick etc that makes them valuable influencers?
Neil Fitzgerald, Deutsche bank
(1) You would be surprised how easy is to find those people! You can try the sophisticatred way of suervey/profiling etc... or the other en of the spectrum: ask! Asking managers (different layes, different places...._ for ‘do you have people who (profile here)’? has always worked for me!
(2) The second part, again, it is theory more frightening than in practice. Remember that they are not just the sceptical and maverick that we look for but also simply influencers, people who will be listened to...Usually this is a great community that is able to stand up and help. We cover with them the risks of their ‘new visibility straight away. A true influencer continues to be even if he/she says, look, this is good, believe me.. lets go for it. Also a few sceptical and mavericks in the context of a larger group of champion/influencers- they seem to help each other a lot! Reality is Viral Change works ... and debunks a few myths and presumptions... Hope this helps. Let me know if you need anything else. I take you were at the CIB.... is that right?
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