In business and in life change is inevitable. Some we have no choice over, but some changes we know we have to make, but we resist it. In order for change to happen we need to understand what’s needed to counter the resistance.
There is a ‘formula for change’, and by looking at how this works, we can start to understand what’s required to make change take place.
As mentioned, change often has some degree of resistance or inertia, but by putting a formula in place, we can start to work out what it is we need to work on. Originally created Richard Beckhard and David Gleicher, and then later refined by Kathie Dannemiller it is sometimes referred to as Gleicher’s Formula. I represent this as:
(DxV) + FS > R
Where
D = Dissatisfaction with the current situation, i.e. Why change has to happen
V = Vision. This is What you ultimately want to be when the change has taken place.
FS = First Steps. The first steps, or Actions will you take to start the change process.
R = The level of resistance to the change.
Let’s look at one of the hardest changes that somebody can make – overcoming an addiction. Most smokers know they are better off (on a number of fronts) not smoking, but there is often resistance to making this change.
In order for a smoker to make the change they need to have a high dissatisfaction score. They’d have to be fed up with waking up in the morning and coughing, the money they’re spending, not being able to run around without getting out of breath… this list goes on.
Sometimes a person can be in denial, i.e. they can initially say or feel that they are not dissatisfied. But with some gentle probing or questioning dissatisfaction can often be unearthed.
Moving to the Vision, if a smoker can visualise what life will be like when they change to being an ex-smoker – far less coughing, being able to run around the park with children, grandchildren or friends, put some extra years on their life, not having to leave a social setting to grab a quick smoke, getting off a bus not having to find the nearest smoking spot. Again the list – and the vision – goes on.
If the Dissatisfaction and Vision values have been driven high enough then the next step is to formulate the First Steps. This might be going to the pharmacist and ask them for some advice, some support on how to give up.
Somebody who is truly dissatisfied with smoking (and not all smokers are!), who has a good vision as to what life without fags will be like, and is able to easily take some first steps will give up.
Thinking about putting this into the context of business, an area where one often sees resistance to change is with prospects (who we want to change into loyal customers). By following the formula one can overcome this resistance to change, or inertia. So:
Dig deep to find out what a prospect’s dissatisfaction with the current scenario is. It could be cost, time, it could be stress that’s impacting the individual inside or outside work.
Take them through what will be possible if they were to adopt your service or product – help them visualise the future state. Knowing your product or service’s benefits is vital.
Of course, this comes with an obvious health warning – don’t lie when it comes to creating the vision. Don’t over sell, then under deliver. And don’t try and create dissatisfaction where they may not be some.
Then when you’ve driven these values high enough, make the first steps easy. Examples of this could include a follow up meeting with other stakeholders, a proposal, a demonstration, a free trial.
Resistance to change is inevitable – and natural. Overcoming this change is possible if you apply this formula.
If you or your business is facing challenges in implementing change, identifying what changes need to be made, or you’re unsure as to where the focus in your business should be, then please call me on 01273 286700 or go book some time with me here.
