Culture Change in Practice in a Traditional Industry
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Transcript of Culture Change in Practice in a Traditional Industry
February 2014
Celine Schillinger Charter Member, Change Agents WW
Stakeholder Engagement, Sanofi Pasteur
Social, to raise engagement
Culture change in practice in a traditional industry
What is Change Agents Worldwide? We are a learning and project resource for forward-thinking 21st Century Enterprise leaders. We maintain a network of independent consultants and enterprise-based professionals dedicated to bringing about the future of work for large institutions resulting in step changes in productivity, employee engagement, customer experience, innovation, and growth.
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Work and Change Successfully
Sanofi Pasteur?
1897
1990
1997
1999
2004
1985
The vaccines division of
Sanofi
Sanofi Pasteur
A Corporate Culture Familiar With This, Not So Much With That
Company
Company
But “This” Doesn’t Work Any More
Internally Externally
Magritte - Décalcomanie
What Work Is Like Today* The world of work has become monotonous, joyless, and sanitized. Workers are assigned soulless tasks that are to be executed with drone-like efficiencies. Jobs are molded into obstinate competencies that are surrounded by political turf wars. Organizations are stuck in the industrial age unable to take advantage of the new networked era.
Scene from Terry Gilliam’s Brazil *in too many organizations
Poor Internal Engagement
7
Source: State of the Global Workplace: Employee Engagement Insights for Business Leaders Worldwide. Gallup, October 2013
http://hbr.org/web/2013/11/workplace-engagement-around-the-world
Disconnect with the Empowered Customer Business is changing. Disruption is the new normal. The service economy calls for adaptation to individual needs. Yet, companies “lose touch as they grow”. The Internet and social media has shifted power to the consumer. Disconnect between expected and actual customer experience.
Street Art, Kanny Random
Companies Are At Risk
• Constant decline of Return on Assets 75% decline in ROA among US firms since 1975* = companies need more and more resources to create value.
• Shrinking lifespan of large corporations
How to?
Visual: Joachim Stroh
Become a Social Organization
Authentic Diverse Flexible De-siloed People-driven Open to change Democratic Connected Human
In Practice: 3 Cases at Sanofi Pasteur
A grass roots community connected
around a cause, with a high
impact
A strategic relational engagement plan
Internal External Stakeholders Stakeholders
No to: pure analytics or science-based, status-based, command & control, rigid processes. You are one of them, not above them.
EMPOWERMENT
Letting Go
How to Make People “Want to …”
Connect with the people
• From broadcast comms to a conversation / co-creation
• Remove bottlenecks
• Learn to speak their language
• KSF: diversity – of talents; – of spokespersons
• A dialogue mindset
Identify a common purpose
• One of the 3 motivation drivers at work (D. Pink)
• More than science, not just emotion
• At the Why level (S.Sinek)
• Framed in a narrative
Connect people • Identify who they are,
what they say, what they care for
• Enable them to connect (easy-to-use beautiful digital tools, live events)
• Go across silos
Source: http://blog.audubonguides.com/2010/06/23/saying-so-long-to-salt-cedar/
Social collaboration is NOT a long, quiet river
Source: http://upload.wikimedia.org/wikipedia/en/e/e1/Ark_white_water1101.jpg/
What Gets in The Way
Ignorance of social communication operation, tools and potential
Overestimation of risks
Silo mindset, politics
Scientific culture
Command-and-control culture
Perception of intermediary bodies to be challenged
No urging by management
Social stratification
National & corporate culture
Complacency, conformism, groupthink
Information overload stress
Leading with technology and tools; not business purpose and people
Kotter’s 8-Steps Leading Change in the 21st Century Organization
Internet map (2005, Opte project)
1. Urgency
2. Coalition
3. Vision
4. Communication
5. Empowerment
6. Momentum
7. Integration
8. Anchoring
A Few Things I’ve Learned
• Prepare well • Start from the Why • Avoid focus on tools • Go with baby steps • Use a facilitator or
external witness • Embrace politics • Understand it’s
experiential • Diversity is your best
friend
Culture Change: A Framework
@CelineSchill
Get In Touch
Image Credits
• Sl. 3-4: Sanofi Pasteur Corporate Communications • Sl. 5 Magritte, Décalcomanie – via stultiferamente.blogspot.fr • Sl. 6 Terry Gilliams, Brazil – via Change Agents Worldwide • Sl. 8 Street Art by Kenny Random – via Change Agents Worldwide • Sl. 10 Joachim Stroh • Sl. 11 Bastille Day Ball – via mademoiselle-et-mister.blogspot.fr • Sl. 14 San Juan river – via blog.audubonguides.com • Sl. 15 White water rafting – via Wikipedia • Sl. 17 Internet 2005 map – via cs.rug.nl/svcg • Sl. 18 Change Agents Worldwide