Get Excited About the Possibilities That Change Brings
Association Media & Publishing Annual
Meeting presenter Ann Michael gives three concrete ideas on how association
publishers can more effectively manage change.
By Apryl Motley, CAE
change you want to see in the world.” This well-intended and often quoted
directive from Gandhi presumes that people are open to and willing to initiate
change, which is not always the case.
media and publishing professionals know this all too well. As members of an
industry that is constantly adapting, they may feel the winds of change blowing
before others in their organizations. The challenge becomes getting others on
board, but there are strategies for managing change effectively.
the gist of Ann Michael’s presentation, which opened the second day of
Association Media & Publishing’s 2015 Annual Meeting. Michael is president
of Delta Think, a publishing and digital media consultancy focused on
innovation in product strategy, development, and management.
was for attendees to "leave with concrete ideas for what you can do within your
organization to effectively manage change and be even more excited about the
possibilities it brings.”
end, she suggested three strategies:
Engage in relentless
focus on the user.
Segment and prioritize your audience. Then determine what you know about the
needs of the highest priority segments, and formulate a strategy for
fulfillment based on which of those needs align most closely with who you are
and what you do.
Bake in communication. Create
cross-functional teams to work across silos. Define products and processes that
require multidisciplinary teams. Align objectives and incentives with a culture
Experiment. Redefine failure as
not learning anything new. Re-examine your risk tolerance for trying new
initiatives. Consider creating an experimentation fund.
addition to outlining these broader strategies, Michael offered these quick
tips for implementing change at your association:
small and expand.
transparent about the process and objectives.
to customers, staff, and members; assess feedback honestly
all else, Michael said, "Remember change isn’t something that happens to
Apryl Motley, CAE is a
communications and publishing consultant and freelance writer.