Change and the story of Johnny

Blog van Marjon Oosterhout, PIT partner

Change only happens when people do things different or do different things. So the essence of change management is to achieve just that.
A wonderful example of this (simple) principle is the story of Johnny. A story that happened some years ago in the US and you may have heard before.

Johnny is a “bagger”in a large supermarket that has launched a campaign to enhance the customer experience and increase loyalty. Every employee was told that they can make a difference, was encouraged to create memorable experiences for the client and to put a personal signature on the job.
A month into this campaign, the manager in charge got a phone call from Johnny. He proudly told her he was a down syndrome individual. Initially he didn’t think he could do anything special for the customers, but then he had an idea. Every night, coming home after work, he would find a “thought of the day”. His dad helped him set it up on the computer and print multiple copies. Johnny cut out each quote and signed the back. The next day at work he would put his thought of the day in the customers’ bag and say “thanks for shopping with us”.

Another month later, the supermarket manager contacts the campaign manager. He told that when making his rounds he found a long line at Johnny’s checkout. So her arranged for more cashiers. When he encouraged clients to change lanes they didn’t move. They wanted to stay in Johnny’s line and get his thought of the day.
A few months later the store manager called again. He explained how Johnny’s action had transformed the store. Now when the floral department had a broken flower they would find an elderly lady or a little girl and pin it on. Everyone in the store has a lot of fun creating special experiences for the customer. Johnny’s idea wasn’t very innovative, but it came from the heart. That’s why it touched his customers and his peers.

To me this story illustrates that change happens when people do things different or do different things. The key success factor is the space people are given to do different things their way. Of course you need a clearly defined direction and probably a set of boundaries. However too many change initiatives fail because there isn’t enough space for people to contribute in their own way. Last week I worked with an organization that had made a major effort to collect input from their people. Idea boxes, round tables, brainstorming sessions. When I talked to the people who contributed their ideas the most common feedback was “they (management) didn’t do anything with it”. When I ask why they themselves didn’t act on their ideas the most common response was they didn’t feel that would be appreciated.

Sounds simple, but isn’t easy. Giving space requires that you trust people, that you have confidence in their capability and loyalty and that you dare to let go.

www.marjonoosterhout.com

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