Embracing Change Key to Successful Strategy

Here are two simple, if not obvious, observations: One, the world is changing. Two, we need to change with it.

As simple and obvious as these observations are, we still see businesses and individuals struggling to recognize the meaning and application they have in their own circumstances.

Technology is changing the world. GTE in Thousand Oaks has structured and restructured its businesses in anticipation of and response to technological changes. Even Microsoft, with dominant resources and market position, recently had to radically shift its strategy as it competes fiercely with Netscape and others for success in the world of the Internet. Why? Both GTE and Microsoft want to avoid the fate of Wang in word processing or Visicalc in spreadsheets--neither wants to become irrelevant to the marketplace.

At the same time, global competition is intensifying. From Amgen to our strawberry and citrus farmers, Ventura County companies are seizing international opportunities while defending their domestic market share against foreign competition. General Motors, Ford and Chrysler are still learning the lesson that the world goes beyond the borders of the United States.

Both opportunities and peril lie in fundamental changes in the ethnicity of our population, nationally and in Ventura County. Mutual fund managers and stockbrokers in Oxnard, Ventura, Simi Valley and across our country are rejoicing as billions of dollars are being invested in the stock market to fund baby boomer retirement. Yet, prospects for real estate professionals in these same cities have dimmed as baby boomers shift their assets from real estate to stocks.

The forces of change are making it difficult to maintain relevance to consumers and the marketplace. As an organization or as an individual, the question is this: How can we create or sustain success under these circumstances?

Although the particular approach to this question varies with the circumstances of the market, organization or individual, here are some general ideas to consider as you formulate your own game plan:

* Extend your antennae to identify the manifestations and forces of change. Take not only an inward view in assessing the performance and condition of your organizations, but look outside your organization to identify and monitor the key forces affecting or likely to affect your business.

* Periodically carve out time to reflect on the forces of change so that you can better understand the consequences. on your circumstances. As we wade through the constantly emerging issues and deadlines of our working day, it is easy to defer or forget the quality time needed for assessment, reflection and planning in context with our dynamic and rapidly changing environment. Given the challenges that our businesses face today, it is easy to fall into the trap of reactive management.

* Provide leadership and support to reinforce an organizational culture that not only views change as good but that also believes it can make changes. Does your organization embrace or resist change? Do your employees understand the need for change but feel helpless or feel their efforts will lead to inconsequential results? Critical to success is developing and enhancing your organizational culture to manage change.

* Managing change is as important, if not more important, as recognizing the need for change. Brilliant plans are developed with little thought or energy given to the “who, what, when, where and how” of implementation. The result? A plan that collects dust, organizational frustration and, possibly, business failure. Even when implementation is given careful consideration, businesses frequently fail to take the pulse of the organization and consequently they push employees at a pace that overloads them and the organization. Again, the result is organizational frustration and possible business failure. Clearly, managers need to recognize the importance of “timing, pace and dosage.”

Technology, global competition and demographic and ethnicity shifts will continue to be driving forces of change--and will likely escalate in their intensity. Winners will identify, embrace and adapt to change. Losers will wait until it is too late.

To paraphrase: If it ain’t broke, fix it anyway.