Change always has its risks and rewards. Too often, people only view the risks and neglect to envision the rewards. It is our response to and anticipation of change that can personally or organizationally set us apart from others. Here are a few examples of response to change that valued reward over risk:
- Technology and connectivity was rapidly changing, so Apple, Inc. proactively launched the future of computing that focused on mobility. They took the risk and led the way by creating user-friendly devices like the iPhone and iPad.
- Amazon started as a simple online bookstore and then took the business world by storm as they leveraged the internet to offer practically anything online. It survived when the dot.com bubble burst, unlike many other online companies.
- Many churches successfully use technology to launch satellite campuses and offer online training and discipleship. They proactively expand and embrace the biblical focus that the church is not a building. The church is the people who choose to follow Jesus and gather together.
Proactive change does have its risks. Here are a couple of examples of proactive change that did not turn out as well as it was intended.
- Apple, Inc. launched a computer line in the early 80’s called Lisa. It was an attempt to proactively jump into the business market, but the $10,000 price tag did not attract the business customer who could purchase a PC for a fraction of the cost. Lisa was abandoned a short time later.7
- In 1985, Coca-Cola decided to change their 99-year-old formula and introduce “New Coke.” Seventy-nine days later, Coke Classic was reinstated after a consumer outcry that saw 1500 people a day calling to complain.8
Risk has a cost. Failure may take place. Remember, it is our response to change that can set us apart from other organizations. Our response to failure is also something we can control and even leverage for something good. The examples of failure mentioned above give insight into strong organizations, because in both cases, the organization remained flexible and rebounded to even greater heights. When Steve Jobs abandoned the Lisa project, he refocused his efforts on an emerging project within Apple. That project was called Macintosh. What would have happened if he would have persisted with trying to market Lisa and had neglected Macintosh? Coca-Cola had been losing market share to Pepsi for nearly 15 years, but the publicity surrounding New Coke, and the organization’s response to the consumer, revitalized the company and reminded customers why they loved Coke.
Change is very difficult, but it is necessary. All organizations must anticipate and prepare themselves for change. There is an inherent risk in change management, but remaining the same is not an option if an organization wants to be vibrant, meaningful and have a lasting impact. There is always a cost to change, but change managed well will result in renewed energy and focus.
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