Is change difficult?

Over on Thinking Faster, Jeffrey Phillips is trying to challenge some of our thinking about change.

I have long puzzled why some change is easy and some change is more difficult, particularly corporate change. Previously I thought the issue was communication and understanding. If we communicate well enough to people they will understand why the change needs to happen and then it will go more easily. I then  discovered how difficult communication is. Even when vast amounts of effort were expended on communication, the change still wasn’t easy.

Jeffrey suggests that the issue is really choice and control:

“I think this is driven by choice.  I can choose to change my diet or route to work.  I can even choose to change my career.  However, I want some control when change is forced upon me, and I suspect that many other people feel the same way.  The reason people resist change in organizations is not because they can’t change, and really not because they fear change, but because the individuals don’t control what’s happening.”

My experience is that choice and control are part of the story, but that they feed into a bigger issue – felt need. To put it more specifically – do I feel like I need what this change gives me. I’ve deliberately used the word “feel” here, it’s not whether I actually need the thing that this change is giving me, it’s whether I feel that I need this thing. A child feels the need for the favourite toy as much as the need for a glass of water, but they don’t actually need the favourite toy. Adults aren’t too different.

Asking people to take control and to give them a choice about when and how increases their feeling of need. They’ve put something of themselves into something, so they must need it. Giving a child more than one favourite toy is one way of removing their reliance upon one.

Communication is difficult because people will only engage with the communication if they feel they are going to need it. Most people read communications from the Tax Man because the likelihood of need is quite high, fewer people read the leaflet selling double glazing unless you feel like you have a need for new glazing.

Talking of double glazing, a great example of felt need is one of my neighbours who replaced all of the glazing in his house (at significant cost) because he said that the house looked “tired”. He didn’t even try to convince me that it would save him money in the long-run (the usual way of justify a felt need). He felt that he needed to change the glazing, so did.

Quite often, though, the felt need and the actual need are blended together into a complex matrix. Clothes are probably the most interesting example of this. We change our clothes with the seasons (in the UK we do anyway), and we change them because they get worn out. We also change our clothes because fashions change, what we regard as looking good changes. Because of this merged set of actual needs and felt needs there is a whole industry desperately helping us to change. They’re not telling us (directly) that we need to change, we are because we feel the need. One of the actual needs to change our clothes is that they get worn out – but there is very little information from the clothes industry on how long a piece of clothing will last. The reason for this is that one of our felt needs for change normally kicks in before the clothing has actually become worn out. We even see clothing that doesn’t fulfil the actual need, but the felt need is so strong that people wear it.

I’ve been involved in a lot of IT change. Most of this change has been very painful. In most cases we have focussed 100% of our effort on the actual need, and spent a minimal amount of time trying to understand the felt needs. I remember the commotion that one particular lady created by insisting on keeping her current monitor during a desktop refresh programme. Why? Because this monitor had all sorts of stickers on it that this lady felt she needed. The was an actual need to replace the monitor, it was worn out and probably hurting her eyes, but the felt need was far stronger.

We need to get smarter at trying to create a felt need; choice and control seem like good tools to use in this quest.