Change is good. It’s also inevitable. And when handled properly, it’s healthy and invigorating. Managing change is tricky because you have to balance your vision for the future while honoring the successes of the past. That’s the challenge, and the key is STORY.
Why STORY? In a world of quarterly earnings reports, it’s easy to forget that every brand is ultimately an authentic, arcing storyline from the dreams of the founders to the dreams of today’s leaders. Every person who ever worked at the company is a character, and the brand itself is the hero. When a major change happens to a brand, the story takes a dramatic turn. Meredith Corporation’s acquisition of Time Inc. is a perfect example.
Honor the past, don’t delete it. It’s part of your new authentic story, it boosts your credibility and showcases your confident vision for the future. Former Time Inc. executive Tammy Berentson summed it up best on LinkedIn: “Meredith may have bought the company, but they did not buy my experience, my memories, our history.”
From the New York Post: http://nyp.st/2BMY9K6
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