Applying the Theory of Constraints often involves breakthrough solutionsparadigm shifts. It is not easy to persuade people to accept solutions that are very different from anything they know.
For this reason, the Theory of Constraints includes a method for shifting paradigmson purpose, and efficiently. The key is to understand why people resist change, and what systematic defense they employ against change.
People raise objections to new ideas in a pattern: the layers of resistance. The marketing of an unprecedented product must be carefully structured to move people through all five layers successfully and efficiently. Only then can sales be sustained.
Table 24.1 summarizes the layers of resistance. For each layer, specific tools and techniques are used to efficiently work through the resistance and achieve buy-in to the solution.
Table 24.1. The 9 Layers of Resistance to Change
PoOGI Steps | Obstacles | Intermediate Objectives | Actions |
|---|
What to Change?
What is the Problem? | 1. "I don't have that problem"
That problem does not exist here | Agree on the goal
Agree current situation is not good enough
Agree problem exists, not their fault | Show they suffer from UDEs
Show conflict underlying their problem
Do single-UDE cloud |
2. "My problem is different"
We have other, more serious problems | Agree their problem is caused by generic conflict
Agree on core problem | Do generic cloud from single-UDE cloud |
3. "The problem is not under my control"
So there is no point to even discussing solutions | Agree they can impact the problem | Clarify problem, do [communication] CRT
Surface assumptions of generic cloud
Identify assumptions they make, they can change |
What to Change to?
What is the Solution? | 4. "I have a different direction for a solution"
You are offering me more of the same old things | Agree on the direction for a solution
Agree on need for a win-win solution | Explore their solution (or compromise)
Show how injection removes UDEs and does not compromise the objectives |
5. "The solution does not address the whole problem"
There are still some undesirable effects | Agree the solution addresses the whole problem | show how solution addresses single-UDE clouds
do Future Reality Tree |
6. "The solution has negative outcomes"
yes BUT... | Agree tailored solution will not have negative outcomes | tailor solution, trim negative branches
do Negative Branch Reservations |
How to Change?
How to implement the Solution? | 7. "There are obstacles to implementing the solution"
yes, BUT... | Agree on strategy to implement solution | identify Obstacles blocking solution and Intermediate Objectives to overcome them
do Prerequisite Tree |
8. "I'm not clear how to implement the solution"
So how do we proceed? | Agree on tactics to implement solution | do Transition Tree |
9. "Now we have to change what we're used to..."
I'm afraid to start the change... | Agree to implement solution | overcome fear of uncertainty
overcome fear of going first |
Copyright © 2000 by Richard Zultner, Jonah <richard@zultner.com>.
