3 tips for using the '3 waves' approach to shifting a culture

Imagine you are a leader. You have been given the authority to do whatever is necessary to shift an organisation’s culture. Some leaders invite the employees to ‘change’ - but this seldom works. The most effective method is to build successful prototypes that embody the desired culture. You then invite people to choose whether or not they want to join this new organisation. If they do, great. If not, then you move-on without them. Here are 3 tips for making this process happen - which often takes the form of going through ‘three waves’.

* You build successful prototypes that embody the desire culture.

Clarify your picture of perfection. Start from your destination - perhaps 18 months in the future. Describe what you want to see happening at that date. Working backwards, describe the things that must be achieved at 17 months, 16 months and so on, right back to the present day. That is your road map towards achieving the picture of perfection. Then move onto the next stage.

Looking around the organisation, identify where you can build some prototypes that will embody the future culture. These must stand at least a 7+ chance of success. If you are running an EMEA organisation, for example, identify the country leaders who ‘get it’. Tell everybody in the organisation that you are building the future business - and would like volunteers who want to act as models. But make sure you have already ear-marked 3 such places. Others may want to join - but make sure these are prepared to work hard to succeed. Do everything possible to help people to build the successful prototypes. Get people to share the success stories at an organisational event. Then go onto the next stage.

* You ask for more volunteers who want to follow the principles that embody the desired culture.

People have shown the approach works - so now ask for other volunteers to model the desired culture. There are certain Dos and Don’ts during this crucial stage.

- Do be certain you have the right leaders in place in each of the next wave of models.

- Do work with them on clarifying their picture of perfection.

- Do make sure they follow the principles embodied in the new way of doing business - rather than simply modify their present ways of doing business.

- Do encourage them to work through the potential tough decisions.

- Do provide the support they need to do the job and encourage them to get some early wins.

- Do help them to do whatever is required to achieve success.

- Don’t back leaders who say the right words but don’t translate these into action.

- Don’t accept half-measures - such as people thinking they have made radical changes by simply shaving parts of their present procedures.

Deadlines focus the mind. Give people a deadline for presenting their success stories at another organisational event in, for example, 6 months. At the same time, encourage the first wave of prototypes to move onto a higher level. They can also present their new successes at the next organisational event.

* You make the successful principles mandatory and do whatever is necessary to build the desired culture.

The first and second waves of prototypes present their success stories. You then give people clear messages about the behaviours that are necessary for the future culture – but the future is now. The message you are giving in the third wave is that:

"The new way of working is now mandatory."

People can choose whether or not they want to opt-into the new way of working. They are to communicate with you - or their manager - within a month to show how they would like to contribute to the organisation’s goals. If they do not want to take this route, then it may simply be a matter of ‘fit’. The organisation will do its best to find a good way for them to move-on.

Sounds tough? Perhaps - but not tackling this issue is even tougher. The future is beckoning, however, so you present the organisation’s new picture of success - plus the benefits. Then explain that you will be seeking volunteers to run the prototypes. People realise that you are announcing the next first wave. They can be part of shaping the future.