Move Summary

Change is hard, but it’s not impossible. With the right strategy, you can turn resistance into results and transform your vision into reality.

1. The Middle Phase: Where Most Change Efforts Stall

The Middle phase of any change initiative is where excitement fades, and the real work begins. This is the point where many efforts lose momentum because the initial enthusiasm wanes, and the finish line feels far away. To navigate this phase, leaders must break down big goals into smaller, actionable steps that keep the team focused and motivated.

For example, instead of setting a vague goal like "increase sales in Europe," break it into specific tasks such as hiring local staff, forming partnerships with retailers, and launching targeted advertising campaigns. These smaller steps make the larger goal feel achievable and provide clear direction for the team.

Urgency is another key to surviving the Middle phase. Setting short-term deadlines for interim goals creates a sense of immediacy and keeps the team moving forward. For instance, if the goal is to close ten major deals by year-end, set milestones like identifying 50 target accounts within six months and lining up 30 potential deals within nine months.

Examples

• A home electronics company clarified its goal of "improving European sales" by focusing on Germany and outlining specific actions.
• Leaders can create urgency by setting smaller deadlines, such as identifying target accounts within a few months.
• Breaking down goals into actionable steps helps teams stay motivated during the long haul.

2. Measure What Matters

Not all metrics are created equal. Measuring the wrong things can derail progress, so it’s essential to focus on metrics that align with your ultimate goals. For example, tracking how quickly customer complaints are resolved might seem useful, but it doesn’t necessarily reflect customer satisfaction.

Instead, choose metrics that directly indicate success. For customer satisfaction, you might track the number of returning customers or customer referrals. These metrics provide a clearer picture of whether your efforts are working and help you adjust your strategy as needed.

Once you’ve identified the right metrics, allocate resources to improve them. This might mean creating different funding scenarios to determine what’s feasible. For instance, a company struggling to attract customers could compare a low-cost plan with minimal changes to a high-cost plan involving new hires and a larger budget.

Examples

• Customer satisfaction is better measured by referrals or repeat business than by complaint resolution speed.
• A company can create funding scenarios to decide how to allocate resources effectively.
• Measuring outcomes rather than isolated activities ensures alignment with long-term goals.

3. Build Teams Like Sled Dogs

A well-organized team is like a sled dog team: every member knows their role, and all are aligned toward a common goal. To create such a team, start with a blank sheet of paper and design an ideal organization chart based on the skills and roles needed to achieve your objectives.

For example, if your goal is to innovate, you’ll need team members skilled in creativity and problem-solving. Clearly define each role and its responsibilities, and then match current employees to these roles or hire new ones to fill gaps. This approach ensures that everyone is working toward the same outcome without overlap or confusion.

Feedback from trusted team members can help refine this structure. For instance, when the author restructured a disorganized company, she used this method to eliminate vague roles and create a cohesive team that worked efficiently toward shared goals.

Examples

• A blank-sheet organization chart helps identify the roles and skills needed for success.
• Clearly defined roles prevent overlap and confusion within teams.
• Feedback from trusted employees can refine team structures and improve alignment.

4. Meaning Drives Motivation

People are more motivated by meaning than money. To engage your team, show them how their work contributes to the bigger picture. For example, explain to a tech writer how their documentation improves customer satisfaction and reduces support costs, making the company more competitive.

Building personal connections with team members also fosters engagement. Take time to understand their feelings about their work and show that you value their contributions. This creates a sense of purpose and belonging, which drives motivation.

Leaders must also demonstrate their own commitment to the mission. When employees see that their leader genuinely cares, they’re more likely to invest emotionally in the company’s goals. Even in less glamorous industries, find meaning in the people you serve or the impact you make.

Examples

• A tech writer’s work can be tied to customer satisfaction and company success.
• Personal connections with employees foster a sense of purpose and belonging.
• Leaders who show genuine commitment inspire their teams to do the same.

5. Grit and Persistence Win the Day

Change is hard, and doubt is inevitable. During tough times, leaders must show grit and persistence. Accept fear as a natural part of the process, but don’t let it dictate your actions. Instead, seek guidance from mentors and experts who can help you stay on track.

Commitment is key. Like Hernán Cortés burning his ships to eliminate retreat, leaders must make it clear that there’s no turning back. This might mean standing firm on new processes, even if they’re initially unpopular. For example, implementing new software guidelines may face resistance, but sticking to them ensures long-term benefits.

Valor also means being a source of strength for your team. When employees see their leader pushing forward despite challenges, they’re more likely to follow suit and stay committed to the change initiative.

Examples

• Leaders can seek advice from mentors to navigate challenges.
• Burning the ships, like Cortés, symbolizes total commitment to change.
• Sticking to new processes, even when unpopular, ensures long-term success.

6. Ruthless Prioritization

To achieve meaningful change, focus on what truly matters. Identify the top three priorities for your company’s success and stick to them, even if it means making tough trade-offs. For example, a B2B company with low conversion rates might prioritize improving referral marketing over other initiatives.

Involve your team in this process to ensure buy-in, but don’t let additional suggestions dilute your focus. If a priority doesn’t deliver results, be willing to pivot and learn from the experience rather than doubling down on a failing strategy.

Avoid getting bogged down in details. Managers at each level should distill information into actionable insights for those above them, allowing top leaders to focus on strategy rather than micromanagement.

Examples

• A B2B company might prioritize referral marketing to improve conversion rates.
• Teams should focus on the top three priorities and avoid distractions.
• Managers should summarize details into insights for higher-level decision-making.

7. Make Change Familiar and Safe

For change to stick, it must feel normal and safe. Encourage employees to discuss the change strategy openly, creating a sense of ownership. For example, a resort in Honduras used a WhatsApp group to celebrate excellent service, fostering camaraderie and embedding new standards into company culture.

Highlighting progress also reinforces change. When employees see tangible results, they’re more likely to stay engaged. For instance, Heifer International’s livestock ceremonies celebrated success and kept communities involved in their mission for years.

Creating spaces for strategic conversations and celebrating milestones helps make change a natural part of the company’s culture, ensuring its long-term success.

Examples

• A WhatsApp group at a resort encouraged employees to share and celebrate successes.
• Heifer International’s livestock ceremonies reinforced community involvement.
• Open discussions about strategy create a sense of ownership among employees.

8. Communication Builds Trust

Trust is the foundation of any successful change initiative. Leaders can build trust by having personal conversations with employees, asking what they care about, and addressing their concerns. For example, the author discovered a toxic manager through one-on-one talks, allowing her to address the issue and improve company culture.

Keeping everyone informed also fosters trust and engagement. At Monmouth University, students in an entrepreneurship course shared weekly updates, enabling collaboration and rapid progress. This approach can be applied to any organization to improve coordination and transparency.

By creating an environment where information flows freely, leaders can build trust and ensure everyone is aligned toward the same goals.

Examples

• Personal conversations reveal employee concerns and build trust.
• Weekly updates in a university course enabled rapid progress and collaboration.
• Transparent communication keeps everyone aligned and engaged.

9. Visualize Progress with a Timeline

A timeline is a powerful tool for tracking progress and keeping your team motivated. Include major milestones below the line and specific tasks above it, and update the timeline regularly to reflect progress. For example, mark key dates like product launches or strategy rollouts to show how far the team has come.

Adding a “You are here” marker helps employees see their progress and stay motivated. Place this marker somewhere in the middle of the timeline to avoid discouraging the team by making it seem like they’re just starting out.

Using a timeline during strategy discussions reinforces the team’s sense of accomplishment and keeps everyone focused on the path ahead.

Examples

• Timelines can include milestones like product launches or strategy rollouts.
• A “You are here” marker shows progress and keeps the team motivated.
• Regular updates to the timeline reinforce a sense of accomplishment.

Takeaways

1. Break down big goals into smaller, actionable steps to maintain momentum during the Middle phase.
2. Use a blank-sheet organization chart to design teams that align with your objectives.
3. Create a timeline to track progress and keep your team motivated.