Mobilizing Support

Mobilizing support for change requires a blend of logic, emotions, and values. The change managers should:

  1. Developing clarity about the target audience: in an effort to achieve acceptance of any change idea, it is very important to clearly understand who the relevant stakeholders are, what are their identities, their aspirations, their values, and their influence in the organization. The target audience is never homogeneous group. These would be people who may be ready to support the change ideas quickly, people who oppose change no matter how sensible the ideas are, and people who are willing to listen but should not be taken for granted. A change manager should identify the real interests of these sub-groups and should tailor the communication and persuasion effort accordingly. In other words, the change manager should be sensitive to the fact that there would be multiple views and perceptions in an organization and it is important to be clear as to what these are.
  2. Getting people involved: When a change manager begins the change campaign by making a strong presentation and supporting it with huge data, there is a danger that employees at the receiving end may become mere spectators and skeptics. At the same time, it is not realistic to expect that people would volunteer themselves to engage in defining a change initiative. What is most useful in such a situation is ‘foot in the door’ approach. This involves asking people to make a small initial commitment, which may be in the nature of asking their views on the present situation and discussing possible courses of action. Over a period of time, these small commitments could be extended to sustain larger change objectives. This approach is particularly useful to attract skeptics to the change program.
  3. Crafting the message: A primary process in the influence effort is not change in attitude towards an object, but change in definition and meaning of the object. Once meaning changes, attitudes change accordingly. A change manager should present the idea in such a manner that it evokes sufficient curiosity among members to explore it further. The message should be simple, but clear enough in its scope. Rather than a conclusive statement, it should invite people for a dialogue. People tend to be more attracted towards stories and symbols than hard numerical data. A change manager should be able to make use of these soft dimensions of relationships to gain attention to the change idea.
  4. Timing the campaign: Many ideas are rejected because they are presented at a wrong time. A change manager should first use informal meetings to generate the need for improving present levels of performance and make people receptive to new suggestions. Change ideas should be presented only when people are willing to engage in a dialogue process. This is very similar to a gardener first preparing the soil before sowing the seeds.
  5. Sustaining the momentum: Mobilizing support for change is never a one-time activity. It takes considerable amount of time to get people involved and committed to the change idea. It should be best for people with high expertise and credibility to lead the change. People listen to those who have expertise while framing their position. Then those people should be identified who favor the change idea and they should be helped to articulate their views in public. People tend to stick to their positions that are made in public

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit, Line of Sight

Carrying out Change

Solutions to an organization’s problems cannot be found outside the organization. An organization possesses the potential and the capability to solve its own problems. This assumption is also a value, in that it asserts that change is most successful and effective when people in an organization act collectively to generate solutions and implement actions. In other words, solutions that are imposed on an organization from outside have little chance of success. The role of leadership in change is to expose the organization to challenges and problems faced, to mobilize support for change and to create the right conditions for people inside the organization to generate ideas for improvement.


Organizational change, in its essence, is about bringing a change in an organization’s routines. The term routine refers to the ways in which people perform their activities in an organization. It includes rules, procedures, policies and conventions. It includes both the formal (written) aspects of an organization’s architecture and its informal (unwritten, tacit) aspects. An organization’s policy for recruiting staff is a routine. Its procedure for evaluating quality is a routine. The way in which employees in an organization actually respond to customer complaints is another routine. For a specific behavior to be an organizational routine, it must be both repetitive and widely shared.


The second assumption is based on both empirical and theoretical ideas in organization studies. Activities that are performed to carry out day to day tasks of an organization are also referred to as operational routines. Some organizations also develop special kinds of routines, developed with the explicit objective of modifying existing operational routines in order to enhance the organization’s effectiveness. These are referred to as dynamic capabilities. If an organization already has well-defined dynamic capabilities, there is little need for anyone to manage change. However, the need for change arises because many organizations lack such dynamic capabilities.


Organizations can change their routines in three ways: first, they can modify an existing routine. A modified routine is different but not fundamentally different from original routine. Second, they can discard or eliminate an existing routine. Here, the organization stops performing a particular task or activity. Third, they can establish a new routine. This may take the form of introducing a new policy, procedure or task to perform a new set of activities.


My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact, Line of Sight

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