Launching the Change Initiative
The first implementation step is to determine an overall change strategy (empirical-rational, normative-reeducative, or power-coercive). Broadly and fully communicating the need and desirability of the change is necessary for staff to see the relevance of the change goal. This can include data from the earlier assessment of the problem and how achievement of the change goal will lead to a better future for the organization. Change leaders might show how the change is compatible with the organization’s mission, vision, and values. Change leaders cannot “overcommunicate” regarding the need for change. Creating a sense of urgency needs to be framed from the employees’ perspectives: how the change will address a real problem and what bad outcomes are likely if the problem is not addressed. Communicating the change vision involves referring to the new ideal future of the organization and also outlining the basics of the change process to be used.