Some Like It Hot
For many years, Campbell Soup Company exercised a disciplined and intentional strategy to keep its brand fresh. You see, Campbell built its reputation identifying with good old home cooking. Yet, if the soup label never changed, consumers might begin to think they were buying old food.
The solution? Update the the soup label incrementally.
For much of its 110 year history, I’m told Campbell’s® soup labels underwent some minor alteration at least once each quarter. Very small changes – barely perceptible to the consumer. But enough so that the labels continued to look “fresh” while maintaining their “retro” look.
There is an important lesson here about change management.
Sometimes rapid change is required to avoid calamity. (The toddlers whose parents scoop them up just before they run into the path of a car might protest the sudden change of plans, but good parents will take immediate action anyway.) More often, change can be introduced more gradually.
The best leaders know that they are more likely to gain willing followers with an incremental approach.
When change is introduced, people will identify with one of three categories: those who support it, those who oppose it and those who are neutral. Look how their responses can vary when change is gradual versus rapid:
|
Rapid Change |
Gradual Change |
|
| Those Supportive | Immediately Positive. |
Likely positive over time; Leaders can assure them that change is occurring. |
| Those Opposed | Immediately Negative. |
Likely more receptive; Those truly opposed might not be as vocal; Allows time for other accommodations. |
| Those Neutral | Likely negative as they are influenced by the loudest party (typically those who complain). |
Likely positive as they have time to adjust and hear opinions from all parties. |
So the next time you lead a change, consider how to break it into smaller steps. You will likely have greater support – and they might not even notice!
What About You?
- Have you led change using an incremental approach? How did that impact your success?
- Have you been the recipient of change that was carried out too fast, too slow or just right?
Leave a reply below and tell us about it.
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