According to Forrester Research, 70% of organizational change management initiatives fail. That means 2 out of 3 attempts at change, whether that change constitutes a new systematic process or a new organizational structure, do not work out. But is there a story behind that number to explain why it's so high?

What if change is not being measured in 100% success rates, but on a sliding scale, where certain parts of implementation work, but along the way initiatives are changed and refined?

There is also the psychology behind change. Not matter what the change management initiative, change begins with people and their behaviors. Without the willingness to change on an individual level, change at a macro level will fail to take hold.

I wanted to take a deeper look into the reason behind the infamously high number of 70%, and possible approaches on how to avoid organizational change management failure pitfalls. This week's guest is a Columbus marketer who is very well versed in marketing and organizational change management.

The Road Less Taken: From Government to Marketing

In episode #006 of the Columbus Marketing Show, I welcome Matt Minerd, Director of Marketing at Simonton Windows in Columbus, Ohio.

Matt received his education right here in central Ohio at the Ohio State University, with a focus on Human Ecology and Family Resource Management, before beginning his career in local government.

Matt worked in both the Ohio Senate and the Office of the Governor, as a policy assistant and campaign consultant, and then a legislative liaison. Matt then made the transition to Weber Associates, where he worked as a Marketing Project Manager for several years, among other positions.

Matt brought his many years of marketing and consulting experience to Simonton Windows where he is currently the Director of Marketing. Matt stopped by the studio to discuss the effects of change management in a corporate environment and share some of his own expertise on how to successfully implement change. Go ahead, turn up the speakers, click play and enjoy episode #006 of The Columbus Marketing Show!

What You'll Learn During the Interview

• The importance of finance in organizational change management
• Why the I in ROI is just as important as the R
• The truth behind the infamous 70% failure rate of new initiatives in terms of failure versus completion
• The human psychology behind the basic fear of change, and how to well, change that ingrained mindset
• How Matt has witnessed and handled recent changes at Simonton Windows
• How to handle change during an acquisition
• The adoption of digital media in more traditional industries like manufacturing
• Crossing the hurdles of systematic implementation change

[tweetthis]On #organizational#change #management: "Give people responsibility to take some risks" via @minerd4@SimontonWindows[/tweetthis]

Watch the Podcast

Listen to the Podcast

Show Resources and Notes

For all things windows (and doors) related, check out Simonton's website, where they have a network of over 1,800 window dealers. They will be offering a consumer rebate this spring. You should also check out their new blog, The Window Seat, for further insight into the window buying process, as well as an inside look into the research that goes behind constructing a quality window.

For a comprehensive list of some of the best books on organizational change management, I recommend checking out this list of 20 of the best in the recent slew on change management. This list includes several books by John Kotter, author of Leading Change, whose eight-step process for implementing change is widely used around the globe.

For a great, real-world example of exceptional change management - take a look at this case study on IBM. While it is a few years old, the lessons you can gain from this tech giant's journey are still just as valid today!