Today, companies get bought and sold at a dizzying rate, and reorganizations happen like clockwork. Unfortunately, these changes, usually made with the best of intentions, don't always bring about the intended results. That's because leaders pay attention to the logical aspects of the process — i.e., the business case — but not nearly enough attention to the psychological aspects — i.e., just how do we get people to enthusiastically embrace this new entity and/or new way of doing business? The following are five keys to meeting this challenge.

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	Being a leader of change means sometimes stepping out of your comfort zone to help employees re-establish theirs.

1. Accept That in the Eyes of Employees, a Merger of Equals Rarely Occurs

The standard line from senior management is that ''there are no winners and losers” when two organizations come together. Employees, however, usually see matters differently. They notice things such as which name the new company adopts and how many ''legacy” executives from each company end up in similar roles on the new executive team. Like it or not, employees keep score, and their initial feelings about all the changes going on often have a major influence on their final tallies.

As a leader, rather than arguing this point, you are much better off accepting it and then developing strategies and tactics to offset any negative perceptions. For example, as much as possible, balance the new team with executives from both legacy entities. Certainly, getting the best person for the given job should always be your primary criteria, but in the special case of a merger or reorganization, a perception that both sides are represented is important, too.

When meeting with employee groups, acknowledge your desire to make it a merger of equals; you understand some may be skeptical, and that’s okay. Ask them to judge you and the process on what they see and not on what they may pick up via the rumor mill. Let them know you will promote and support employees based on skill set and attitude going forward, regardless of which group they were affiliated with originally. By doing this, you will begin setting the expectations and reaching those who are willing to give this change a shot if properly led.

2. Go Out of Your Way to Get to Know New People

It’s easy to stick with the people you know, but the best executives make a point of getting to know the talents, skill sets, and personalities of those coming in from the new organization. You never know where hidden talent may lie, and it’s up to you to find it. Don’t rely on rumors, individual reputations, or even HR. As much as possible, spend time face to face both inside and outside the office with potentially key people. Find out what makes them tick -- their values, their work ethic -- and how they think and make decisions. As much as possible, make your assessments based on direct experience.

3. Post-Merger Especially, Pay Attention to the Psychological, Not Just the Logical, Aspects of Change

Pre-merger activity is filled with logical analysis. Everything from geographies, facilities, technical expertise, market share, and supply chain logistics are gone over with a fine-toothed comb, as indeed they should be. Too often, however, the ''soft” side of the deal -- i.e., culture and people -- gets short shrift. After all, it’s hard to get stuff on a spreadsheet if you can’t graph it and analyze it, the thinking seems to go. So what’s the point? The point, of course, is that all of your finely honed analysis will come to naught if you don’t get people to act in accordance with your logical assumptions once the deal goes through. Ignore the soft side of the deal, and you run the risk of watching your logical plans sink into a psychological swamp, swallowed up by employee fear and resistance.

To avoid this outcome, actively involve people, as much as possible, in making the change happen. Get them so busily involved in meaningful activity around executing the change that they don’t have time to worry or complain about it. Getting them involved in teams and focus groups will not only help you make better decisions (after all, they know their day-to-day business better than you do), but employee buy-in and commitment will also increase.

4. Be Honest: Share What’s in It for Them, Both the Good and the Bad

This point is so basic that it’s often overlooked. Leaders assume people will naturally see the inherent benefits of change, or they pointlessly emphasize aspects employees care little about. For example, to tout the benefits of the change to stockholders is all well and good but will do little to calm the fears of employees who may feel threatened by what the change portends for their personal welfare.

Make sure you can clearly and easily articulate how benefits will accrue to those employees who embrace the change. At the same time, be honest about the potential downside: If the change will result in some pain and sacrifice (loss of jobs, positions, or a change in geography, for example) be upfront about that too. Early on in any change process, the same question is always paramount in people’s minds: ''What is this change all about and how will it impact me?” Until you adequately answer those questions, anything else you share will be tuned out, or worse, misinterpreted as fulfilling employees’ worst fears and expectations.

5. Passion Plus Patience Equals Long-Term Success

It’s normal for senior executives in the power seats, those actively involved in making decisions up and down the line, to feel more passionate about change. After all, they have been actively involved from the get-go, can see the benefits and how it can work long-term, and feel personally invested. For many of the rest, they can feel as if they are just along for the ride, sometimes on a journey they neither asked for or necessarily even agree with. They may have heard the rumors but have felt powerless up till now to do anything about it.

Let patience be your guide. If you follow some of the steps outlined above -- i.e., getting people involved in the change, telling the truth about where you are headed, explaining why you are going there, and asking for their help along the way -- most people will get on board.

Dr. Gary Bradt is one of today's most popular speakers on the leadership circuit, addressing corporate audiences around the world on the issue of change and success.

A Final Word

For many executives, analyzing the business case, putting the strategic and tactical pieces together, and getting the deal done constitute the easiest and most fun aspects of leading through a major organizational change. Such ''left-brain” activities define their comfort zones. Less comfortable perhaps is the people part -- addressing the emotions and the needs of employees whose buy-in you need to succeed. However, it must be done. Being a leader of change means sometimes stepping out of your comfort zone to help employees re-establish theirs.


About the Author

Dr. Gary Bradt is one of today’s most popular speakers on the leadership circuit, addressing corporate audiences around the world on the issue of change and success. His clients include IBM, General Motors, American Express, General Electric, eBay, FedEx, and NASA. Dr. Bradt's new book, The Ring in the Rubble: Dig Through Change and Find Your Next Golden Opportunity, is available in bookstores everywhere. For more information, please visit www.TheRingInTheRubble.com.

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