Change initiatives succeed when cultures of attraction are created: attracting customers, employees, and business partners. Starting with the end in mind, we want to:

• Maintain mindful attention to customers – Good change initiatives keep customers in mind at all times. Visible reminders support accountability and help keep customer focus at the forefront.
• Address the “human side” systematically.
• Start at the top.
• Involve every layer
• Make the formal case.
• Create ownership.
• Communicate the message.
• Assess the cultural landscape.
• Address culture explicitly.
• Prepare for the unexpected.
• Speak to the individual.
• Improve sharing and retention of the organizational strategy – New information is more easily understood when the message is crafted to match individual communication style preferences. Answers to these questions can be customized: What is the organization’s differentiation strategy, how does the culture support that strategy, and most important, “What’s in this for me?”