Information Technology Reference
In-Depth Information
region (see Chapter 4). Major change has been brought about by engaging
citizens in the communities concerned in identifying their needs, articulat-
ing their requirements, gaining the necessary resources, and implementing
changes.
This 'dissatisfaction with the status quo' component of Gleicher's for-
mula, which we can describe as the '
know why
' step, is essential for mo-
bilising people and gaining their 'buy-in' to the change. As is the case for
every step in any successful change strategy, effective communication
strategies and mechanisms are essential to articulate and share information
and understanding among all stakeholders.
7.3.2 A Shared Vision
As suggested by Gleicher's (n.d.) formula, bringing about change requires
more than sharing detailed analyses and understanding of the reasons for
making changes. Equally important, if not more so, is to convey a powerful
and compelling view of the advantages that will come about as a result of
the proposed changes. For proposals for major change to gain support, those
seeking to achieve change must create awareness, understanding and ex-
citement regarding the potential benefits - promoting a real desire to experi-
ence them. This applies to those who can help to bring change about, as
well as to those who will be impacted by it. In particular, achieving the buy-
in of those in positions of influence (formal and informal) and in authority is
very important for gaining legitimacy for the change, active support and
necessary resources.
In the community context, awareness and real understanding of pro-
posed developments and their implications are essential if consultations
about planning are to be genuine democratic processes which enable citi-
zens to influence decisions that impact upon their lives. This means that
achieving commitment to change will depend on revealing issues and
problems - as well as 'selling' the advantages of a new way of doing
things.
Promoting a vision of the future which has perceived relevance, value
and attraction for the individuals or communities involved is therefore es-
sential. Clear articulation of achievable and tangible goals
is
particularly
important if achievement of the proposed outcome is to be credible and
perceived as worth the effort involved. This means that the outcomes illus-
trated should relate directly to the interests of as wide a cross-section of
stakeholders as possible, indicating the advantages and benefits to different
groups. Sharing the vision provides the '
know what
', i.e. the knowledge
of what potential outcomes and impacts people can anticipate coming from
Search WWH ::
Custom Search