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Navigating change: How CFOs can effectively drive transformation
Sources of resistance to change and practical tools for CFOs to navigate change efforts more effectively.
Today’s CFOs are increasingly required to partner with CEOs to drive transformations in their organizations. Indeed, our North American CFO Signals survey finds on average CFOs aspire to spend about 60 percent of their time as a catalyst for change and a strategist in their organizations. Yet, based on more than 100 CFO Transition Labs, we find many CFOs who aspire to the catalyst role are often ill-equipped to go beyond the numbers and effectively drive organization-wide change that improves future company performance.
This issue of CFO Insights examines sources of resistance to change and provides some practical tools for CFOs to diagnose and navigate change efforts more effectively. In addition, we clarify how CFOs may effectively support and influence change in their organizations.
Triggers of resistance
Whenever a change initiative is announced, there is invariably resistance. It is change, after all. That resistance typically falls into one of the following three categories, each of which may be diffused by proper information, process and work design, and high-level sponsorship:
- More work; no payoffs. A key type of change that invites resistance is one that creates new work without payoffs for those doing the work. The most common manifestation is when a group level CFO or controller asks for new information from a division or business unit CFO without accounting for the extra work demanded of that unit. If the business unit CFO and CEO do not value the information requested, it is very likely the request will be resisted, slowed, or done in an ad hoc or untimely way. Avoiding this form of resistance requires consideration for the extra effort required at the business unit level and perhaps reducing other demands on that unit to free up resources to gather and provide the information to the group level. For CFOs to diagnose potential resistance from added work, they need to undertake a process-stakeholder analysis, which will diagnose how new processes impact the work effort of different stakeholders.
- New roles; less satisfaction. Another trigger for resistance arises when work roles are transformed, leading to less satisfaction or a change in worker status. For example, many CFOs look to create savings in finance by implementing a shared services solution. While moving key staff from multiple locations to a centralized shared services center may immediately appear to reduce costs, the real outcome could be reduced client satisfaction and increased turnover – undermining the cost saving benefits. When jobs and the location of jobs are redefined through a shared services initiative, the satisfaction of existing workers may be reduced. They may have less connection with their local clients and less of a sense of being appreciated and valued by the finance function. These changes may engender resistance to change or reductions in productivity undermining change efforts. The risk of adverse impacts can be mitigated through careful consideration for the “socio-technical systems” prevalent in a company. To manage change, CFOs should consider the social status and other social satisfaction impacts of work redefinition in a change effort.
- More transparency; less power. The third rail of resistance arises from a change that may impact power relationships in an organization. For example, when the group level CFO seeks greater transparency into the business units and their work-in-process inventories, it may reveal information that dramatically alters the power between the center and business units. The information the group CFO gathers may reveal the shortcomings of the business unit CEO and undermine his or her power and influence in the overall group. Thus, requests for information to the center that undermines local autonomy and power is likely to be resisted. To overcome resistance to changes in power, it is likely the CFO will have to accumulate his or her own power or have the power of the group CEO behind changes in information flows that change the distribution of power in the organization.
These three types of resistance can generally be diagnosed in advance and mitigated by careful process design, work design, and re-organization of information flows with the support of powerful sponsors such as the CEO. In contrast, the change we see most CFOs stumped by is cultural change – diagnosing and altering the underlying pattern of beliefs and assumptions in the organization. This requires a different level of change management.
Culture conundrums: Beliefs and behaviors
Culture is defined as the “shared beliefs and assumptions underlying an organization.” Thus, changing
Still, CFOs can help diagnose dysfunctional cultural attributes and get at the underlying beliefs to help drive culture change. How? Consider that most culture change models build on the three stages: “unfreezing” the beliefs in an organization through critical events, change through role modeling and setting new behaviors and beliefs, and “refreezing” the organization to lock in a new culture (see Lewin-Schein Models ). Based on our practical lab experiences, I have adapted these stages into a series of practical steps CFOs can use to diagnose the culture of the organization, reframe and replace the culture and narratives in a company, and reinforce a new belief system to help their CEO establish a new company culture. Each of the four steps is discussed below:
Diagnose the culture. The first step is to diagnose and articulate the beliefs underlying the existing culture. To do this, it is useful to have CFOs think through the organizational outcomes they do not like, the behaviors that led to them, and the underlying beliefs driving the behavior. Consider two illustrative examples in the table below. By writing the outcomes or behaviors that frustrate you as a CFO, it is often possible to get at the underlying beliefs more easily.
Reframe existing narratives. The second step to culture change is to frame the narratives that will be used to change beliefs. This begins with the recognition that existing beliefs did not arise in a vacuum and often served a good purpose even if they are not useful now. In the illustrative example above, autonomy was highly valued as the company’s success was predicated on breakthrough products created by researchers and designers who broke out of the norm in conceptualizing the new, new thing. On the other hand,
Sometimes I find it useful to articulate the belief, behaviors, and outcomes that are desired. For
Narratives to challenge existing beliefs need to be carefully crafted (and communicated) to acknowledge the value, but also disaffirm the misapplication of the belief.
Replace existing belief patterns. While specific narratives may disaffirm beliefs, replacing existing beliefs requires articulating and demonstrating the behaviors and supporting beliefs required to support desired outcomes. Establishing new beliefs requires role modeling – demonstrating by doing things consistent with new beliefs, and rewarding those who behave in ways that support desired outcomes and beliefs. But new narratives and role modeling may not be sufficient. Instead, they often require recruiting new leaders and staff to replace those unwilling to change their behaviors.
Reinforce desired behaviors and outcomes. To establish a new set of behaviors and beliefs in a sustained way, it is important to revisit incentives and performance management policies. This may include changes in compensation and goal setting to better align with desired outcomes. Such
Change leadership: What can CFOs do?
CFOs may have to change the culture of the finance organization they inherit or partner with CEOs on broader organizational transformation. To do either successfully, they need to diagnose sources of resistance to change and develop appropriate strategies to mitigate that resistance. Resistance from changing workloads or shifts in satisfaction from work or changes in power are relatively easy to diagnose and can be addressed through
In contrast, CFOs and CEOs are most usually challenged by the need to change
For many CFOs, becoming an effective change partner requires employing fundamentally new skills beyond those that got them to the CFO position.
1Our 2nd Quarter, 2010 CFO Signals survey found CFOs aspired to spend 29 percent of their time as a catalyst and 31 percent of their time as a strategist.
2The three types of resistance are well articulated in Markus, M.L., Power, Politics, and MIS Implementation, Communications of the ACM, June 1983; http://dspace.mit.edu/handle/1721.1/48781
3The Lewin-Schein change model is well discussed in Edgar Schein’s 1995 MIT Working Paper: Kurt Lewin in the classroom, in the field, and in change theory: notes toward a model of managed learning. http://hdl.handle.net/1721.1/2576
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