When Is It Time for Transformational Change?
TIFFANY SAUDER
Video Transcript
One of the questions you might be asking is how to know whether or not youโre in a moment that actually requires transition, like transformational change. And thereโs five different market forces that I see, after 20 years of doing this, that generally means youโre probably in a moment of pending major transitional change, transformational change
The first one is new leadership, oftentimes an inflection point for an organization. Second might be that a competitor has done something thatโs changed and shifted the marketplace and you need to respond. New product or market launch, totally new marketplace, totally new industry, totally new customer that youโre going after may signal a need for a transition. And another is acquisition or divestiture that oftentimes is materially changing someoneโs positioning in the marketplace.
Those are signals. Those are business cases. Those are times when your organization is likely coming up on a moment of transformational change. So the question is,
what do you do about it? How do you react?
From a brand perspective, which is where Iโm coming at with you today, is really to say youโve got to do two things. One is youโve got to realize that the past still serves you. How do you look back and understand what part of your history, what part of your culture, what part of what got you to here is important for who you are becoming? And itโs important that you take forward.
The second is to understand and look at, youโre really a totally new company, youโre a totally new team. And so the past will inform where youโre going. You canโt not consider that as you move forward. But to look at everything as something new. How do you take what is today and imagine it into the next ten or 20 years?
I hope this helps a little.