By: Larry Hirschhorn
The article starts out by saying, “Large-scale change initiatives often collapse under the weight of their own complexity. To bring order to the chaos,organize the effort into three coordinated campaigns:political, marketing, and military”. This is basically saying that most organization that strives for change is overwhelmed because of how complex their change strategy is. It is undoubtedly a complex and difficult task, but it is doable. “Change programs that did work had one thing in common: They were managed as discrete projects, not as monolithic efforts.” The article recommends three distinct but linked campaigns in their initiatives: Political, marketing, and military.
1. Starting a Political Campaign
a. Forging alliances
b. Shifting structures
2. Starting a Marketing Campaign
a. Listening in
b. Working with lead customers
c. Developing a theme
3. Starting a Military Campaign
a. Securing supply lines
b. Choosing beachheads
c. Creating a war room