Change Marketing:
The future of organizational change
I've always been a sucker for new things. The allure of the latest gadget or gizmo is irresistible to me. I'll find any excuse to justify a purchase, convincing myself that it will improve, change, or enrich my life. But then the novelty wears off, and I'm left with a sense of regret and a growing pile of unused possessions.
As a marketing professional, I know all too well how the desire for new things is manipulated. We use sophisticated techniques to create awareness, build excitement, and drive sales. We tell stories that appeal to our emotions and our deepest desires. We create a sense of urgency, making people feel like they're missing out if they don't buy now. But what if we could use these same techniques for a higher purpose? What if we could use marketing to drive positive change in our organizations?
Marketing for change, not just products
That's the beauty of change marketing. It's not about selling a novel gadget or service. It's about applying the power of marketing principles and techniques – storytelling, persuasion, engagement – to a more meaningful mission: transforming organizations for the better.
Instead of creating a sense of urgency around the next big purchase, what if we can create a sense of urgency and excitement around the future of our organizations? What if we can make people feel like they're missing out if they don't buy in to the positive change that awaits them?
Change marketing is about helping people see the potential within their own organization, the exciting future that lies on the other side of transformation. It's about igniting a spark of excitement, not just for a product, but for the chance to be part of something bigger. That, to me, is a far more compelling mission.
The need for change marketing
The world of business is changing rapidly. Technology is disrupting industries, new competitors are emerging, and customer expectations are evolving. To survive, organizations need to be able to change quickly and effectively. But change is hard. People are naturally resistant to it. They fear the unknown, and they worry about how change will impact their jobs and their lives.
That's where change marketing comes in. By using marketing techniques to create awareness, build excitement, and drive adoption, change marketing can help organizations overcome resistance to change and achieve their transformation goals. Change marketing is based on the idea that people are more likely to embrace change if they understand the reasons for it, if they feel involved in the process, and if they believe that the change will benefit them.
Change Management: A relic from a bygone era
Change management is stuck in the past. Its prime time was in the nineties, focused on process changes. But those times are gone, and they're not coming back. If it didn't work yesterday, it sure won't work tomorrow. And yes, change management won't be out of the picture entirely, there is still a need for adoption and coaching. But if its best results are 30% success and 70% failure, it's time for a change.
The problem is that change management is based on outdated principles. It relies on top-down communication, process-oriented thinking, and a focus on compliance. These methods might have worked in the past, but they're no match for the challenges of today's rapidly changing world. The future of change is about people, not process. It's about creating a culture of change where everyone is empowered to make a difference. Change is inevitable. But it doesn't have to be painful. By embracing a new approach to change, organizations can create a future where change is not something to be feared, but something to be embraced.
A calling, not just a career
Frankly, I grew tired of the fleeting thrill of selling the next big thing. Don't get me wrong, the marketing world is fascinating. But I craved something more meaningful, something that could create lasting change. Change marketing allows me to take the skills I honed – storytelling, persuasion, engagement – and use them to empower organizations to become better versions of themselves. It's about helping people see the positive future that awaits them on the other side of change.
Steve Jobs said it best: 'The most powerful person in the world is the storyteller.' Change marketing is about using storytelling to help people see the positive future that awaits them on the other side of change.
It's not about selling, It's about inspiring.
Change marketing isn't about the hard sell. It's about applying the same principles that drive consumer excitement – storytelling, urgency, a sense of possibility – to a different purpose. What if we can create a sense of urgency and excitement around the change itself, making people feel like they're missing out if they don't buy in? Imagine a future where employees are eager to contribute to the transformation, not clinging to the past. That's the power of change marketing.
Is change marketing right for your organization?
If your organization is facing a (major) transformation, change marketing may be the right solution for you. By using the power of marketing to communicate the need for change, build excitement, and drive adoption, you can triple your chances of success.
Change marketing is a powerful tool that can help organizations achieve their transformation goals. By using the power of marketing to communicate the need for change, build excitement, and drive adoption, you can increase your chances of success. But more importantly, it can help you create a future where change isn't just endured, it's embraced. A future where people are excited, not anxious, about what's to come. Now that's a future worth selling.
Change marketing is not just about changing processes; it's about changing hearts and minds. It's about treating your employees as an audience worth winning.
By Jo Van Grinderbeek, a marketing veteran with over 20 years, has helped local and international clients achieve success. In 2021, he founded Restless Minds™, a change consultancy fueled by his passion to empower organizations and rewrite their futures. Change marketing became the bridge between Jo's expertise and his desire for lasting impact.
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