Why leaders must explain the "why" and "why now" for successful change

Change is inevitable in the world of sales and marketing. Yet, despite its necessity, many change initiatives fail to deliver. A significant reason for this failure is not in the changes themselves, but in how they are communicated. Sales and marketing leaders often focus on the what needs to change, not the why we need to change, and even more important, the why now. This oversight can lead to resistance, confusion, and on many occasions, the failure of the initiative.

Understanding the why

Explaining the why behind a change is about providing context. It helps your team understand the underlying reasons that make the change necessary. When leaders communicate the why, they address the following aspects:

Purpose and vision

Clarifying the purpose of the change aligns the team with the organisation's vision. When employees understand how the change fits into the broader goals, they are more likely to feel a sense of purpose and direction.

Problem identification

Identifying the issues or opportunities that necessitate change makes the need for action clear. Whether it's declining sales, new opportunities, shifting market dynamics, or technological advancements, highlighting the problems helps the team understand the urgency.

Benefits and consequences

Explaining the potential benefits of the change, as well as the consequences of inaction, can motivate the team. People are more likely to embrace change when they understand the positive outcomes it can bring, and the risks of staying stagnant.

The importance of why now

Timing is critical in change management. When leaders fail to explain why the change needs to happen now, they miss the opportunity to create a sense of urgency. This urgency is essential for the following reasons:

Avoiding complacency

Without a clear reason for immediate action, teams may focus on other priorities. They might acknowledge the need for change but believe it can wait, leading to delays and a loss of momentum.

Market relevance

Markets are constantly evolving, and what works today may not work tomorrow. Explaining the urgency ensures that the team understands the importance of staying ahead of competitors and remaining relevant to customers.

Capitalising on opportunities

Sometimes, the need for change is driven by a unique opportunity. Whether it's a new market trend or a competitor's weakness, acting swiftly can provide a competitive advantage. Highlighting these opportunities can inspire immediate action.

The consequences of focusing only on what

When leaders focus solely on what needs to change, they risk several negative outcomes that can significantly affect their chance of success:

Lack of buy-in

Without understanding the reason behind the change, team members may resist or be indifferent. They need to see the bigger picture to feel motivated and committed.

Confusion and uncertainty

A list of changes without context can create confusion. Team members may not understand the importance of the changes or how they fit into their daily work, leading to poor implementation.

Reduced accountability

When the reasons and timing for changes are unclear, it's difficult to hold people accountable. Clear explanations create a shared sense of responsibility and urgency.

Why many change initiatives fail

Many change initiatives fail because they overlook the human element. People are at the heart of any change process, and their willingness to adapt is crucial. Although many people say that they are open to change, how often do we really do it ourselves in our day to day lives?

Key reasons for failure include:

Lack of engagement

Without a compelling reason to change, team members are less likely to engage with the initiative and will focus on existing priorities.

Poor communication

Failing to communicate the why and why now leads to misunderstanding and resistance, as many believe it will be a short term initiative.

Inadequate leadership

Leaders who do not provide a clear vision and sense of urgency fail to inspire their teams, who are more likely to continue as before.

Conclusion

In conclusion, sales and marketing leaders must go beyond explaining what needs to change to drive success. They need to articulate why the change is necessary and why now. By doing so, they can foster a deeper understanding, create a sense of urgency, and significantly increase the chances of successful implementation. Change is not just about new strategies or processes; it's about aligning the hearts and minds of your team with the organisation's goals.