Inspiration For Marketing Change Agents On Independence Day
Fireworks to celebrate Independence Day
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When I was writing the CMO manifesto a few years ago, I was impressed by the courage of the marketing directors I interviewed. As an avid reader of American history and the pursuit of independence, I often ponder the parallels between our founding fathers and mothers and the marketing leaders working to transform their organizations at this time of year. Here are three key lessons marketing change agents have applied to their transformation leadership approaches based on methodologies for creating a new and independent country.
Manifestos for change can be powerful – The structure of the Declaration of Independence is a wonderful model for drawing up a manifesto for change. It has three main parts. First is a compelling argument for why the status quo needs to change. The argument began with “When a long train of abuses and usurpations, invariably pursuing the same goal, shows the intention of reducing them to absolute despotism, it is their right, it is their duty, to remove such a government and to provide new guards for it their future security. ”It continued with a series of accusations that made despotism tangible. Change is difficult, so it is important to make a strong case for disruption that resonates with key stakeholders.
The second part of the declaration is a declaration of principles that will become the basis of the new order. Moving to something new should be based on a clear goal, a compelling promise, and cohesive principles. The authors of the declaration put their convictions as follows: “We take these truths for granted that all human beings are created equal, that they are endowed by their Creator with certain inalienable rights, including life, freedom and the pursuit of happiness.” do you formulate your principles?
The third and final part of the statement is a clear vision for the new state of affairs. The authors clearly stated, “We are solemnly publishing, therefore, declaring that these United Colonies are free and independent states and should be by law.” There was no ambiguity about their intent. And there was no going back to the past!
Allies for change are critical – Without the commitment of many people to work together for a common cause, no significant change can come about. Knowing this, the creators of the Declaration said, “And in support of this Declaration, in firm reliance on the protection of Divine Providence, we commit our lives, our fortunes and our sacred honor to one another.” Benjamin Franklin later phrased it as Internal disputes arose: “We actually all have to hang together, or for sure we’re all going to hang separately.” The marketing directors I interviewed for the CMO Manifesto all spent a lot of time in their first hundred days building alliances with their C -Suite and build their own teams. They asked questions, listened actively, and broke bread. They all agreed that in their transformation efforts it pays to invest time to build alliances early on
An action plan for change is essential – The Continental Congress did not sit back and wait to see what would happen after the declaration of independence. They raised an army, appointed generals, spent money and sent ambassadors. A year later, they adopted the Confederation Statutes to lead the national transitional government. These measures were an important part of their change management process. People who support a change initiative want to see clear action. They want to know that there are organizational obligations that must be met. Some actions are symbolic and can be helpful in reinforcing the purpose and principles of the transformation. Others have a tangible impact on voters’ daily lives. These measures create confidence that a beneficial change will have a lasting effect. Benjamin Franklin put it this way in Poor Richard’s Almanac: “Well done is better than said well.” People will see what you do, not just what you say, so it is important to commit to a plan of action.
As you enjoy fireworks displays this year in celebration of one of the most monumental transformations in history, get inspiration for the change you want to lead. Create your manifesto, recruit your allies, and commit to your plan of action. And celebrate the success that you and your team have achieved.