By Ellen R. Auster and Lisa Hillenbrand
Now more than ever, businesses require Stragility: Strategic, Agile, People-Powered Change. And yet silos, hierarchies, and politics get in the way. Careers stagnate, growth stalls, and organizations fall short on delivering their mission. We know people need to be both empowered and agile but we don’t know how to skill up our organization to deliver it. From our book Stragility, here are three actions you can take and recent examples of firms that have put them into practice.
Sense and Shift Instead of Lock and Load
So often in today’s business world, we lock and load on the first feasible solution and sell it up the hierarchy. American Express’ Chief Marketing Officer, Elizabeth Rutledge, is embracing a new model. Her team recognized the need to re-skill the organization and created an agility training and a certification program. They have developed agile methodologies and work processes and they are creating shared ownership enabling people to make decisions on the spot, without the need to send them up the hierarchy.
Marketers are collaborating like never before and finding “human connection moments” with each other and customers. The changes are enabling AMEX’s 55,000 employees to deliver their new promise of “Don’t live life without it” and meet growth objectives. (Source: Keynote talk by Elizabeth Rutledge, Association of National Advertisers, October 26, 2018)
Inspire and Engage Instead of Tell and Sell
Telling and selling ideas is tempting but without strong purpose and compelling stories and programs, real change will never happen. Disney continues to create passionate “cast members” who delight their customers year after year by encouraging them to exemplify the Disney magic. Take for example a recent story of a deaf child who was able to sign with Mickey and Minnie Mouse cast members that was shared widely inspiring both cast members and customers.
And their #Dream Big Princess campaign is inspiring girls everywhere to be brave and intelligent and to lead, instead of waiting for their prince to come.
Change Fitness Instead of Change Fatigue
Faced with a barrage of change, it’s easy for people to get overwhelmed. CIGNA decided to do something about it. They are tackling the three biggest causes of illness (and lost productivity): opioid addiction, loneliness, and stress. And they have begun each program with their employees. Already 96% of employees have gotten an annual health assessment. Here’s CIGNA’s opiod announcement from May.
Lisa Bacus, their Chief Marketing Officer, explains the program at the ANA meeting in Orlando, October 25, 2018.
For more ideas on how your organization can be more agile and more effective, pick up a copy of Stragility at Amazon.com or contact the authors at stragilitychangemanagement.com to request a customized workshop or consultation.
Lisa Hillenbrand is the founder of Lisa Hillenbrand & Associates. She previously served as Global Marketing Director at Procter & Gamble. She specializes in marketing, strategy and organization change interventions that return brands to growth. She led the team that “re-engineered” Procter & Gamble’s company-wide brand building approach. Hillenbrand has delivered keynotes for the AMA, Marketing Science Institute, and Thomas Edison Foundation, and has consulted with and led top rated workshops for Google, Facebook, Estée Lauder, ConAgra, and many others.
Ellen R. Auster is Professor of Strategic Management and Executive Director of York Change Leadership at the Schulich School of Business at York University. She has more than 25 years of experience as an academic and consultant specializing in shared leadership, stakeholder inclusive, value creating approaches to change that cultivate the capabilities needed for continuous reinvention and ongoing success. She has published widely in journals including The Academy of Management Review, Management Science, Sloan Management Review, The Journal of Business Ethics, Organization Studies, Human Resource Management, Research Policy, and written four books.