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Related Experiment Videos

Change through persuasion.

David A Garvin1, Michael A Roberto

  • 1Harvard Business School, Boston, USA. dgarvin@hbs.edu

Harvard Business Review
|February 24, 2005
PubMed
Summary
This summary is machine-generated.

Effective organizational change requires leaders to persuade employees of the necessity for transformation. A strategic communication campaign, starting before the plan, is crucial for successful change management and employee buy-in.

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Area of Science:

  • Business Management
  • Organizational Behavior
  • Change Management

Background:

  • Most organizational change initiatives fail due to inadequate employee preparation.
  • Managers often focus on strategy and efficiency, neglecting the human element of change.

Purpose of the Study:

  • To highlight the critical role of persuasion campaigns in successful organizational turnarounds.
  • To outline a communication strategy for leaders implementing significant change.

Main Methods:

  • Analysis of organizational change dynamics.
  • Case study of a successful turnaround at Beth Israel Deaconess Medical Center.
  • Development of a four-part communication strategy.

Main Results:

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  • Persuasion campaigns, similar to political ones, are vital for differentiating from the past and conveying urgency.
  • A structured communication approach involves setting the stage, providing interpretation frameworks, managing employee mood, and reinforcing changes.
  • Effective leadership communication is key to ensuring employee acceptance and sustained implementation of change.

Conclusions:

  • Leaders must proactively engage employees through a comprehensive persuasion campaign to ensure change initiatives succeed.
  • The four-part communication strategy (setting the stage, interpretation, mood management, reinforcement) is essential for driving organizational transformation.
  • Successful change requires leaders to demonstrate credibility and a clear plan, supported by consistent communication.