Why Team Identity Matters During Change
When organizations face change, the focus often skews heavily toward systems, processes and timelines. But here’s the thing: Change has two sides—the process side and the people side. The latter is often neglected, even though it’s the driving force behind any successful transformation.
Managing Change Takes Work
One of the biggest hurdles in managing change is rework, which usually stems from gaps in the process. The procedures aren’t always flawed; rather, it’s the disconnect and confusion that lead to failure. Even with a mastery of execution, many teams stumble when it comes to implementing a perfect plan. Not paying enough attention to the human side of change often leads to incomplete or failed transformations.
Michael Hammer, a leader in business process reengineering, suggested that the biggest problems in organizations don’t come from how individual tasks are done, but from how those tasks connect within the larger system. His insight underscores the importance of collaboration and communication across departments.
Instead of improving isolated tasks, organizations should focus on how teams outputs impact one another to find inefficiencies and boost overall performance.
The Impact Of Team Dynamics During Change
Take, for instance, a global marketing team we worked with in the pharmaceutical industry facing significant leadership changes. They had an ambitious growth strategy that required immediate alignment across various functions.
Despite a solid plan, they hit a roadblock: team dynamics. The primary resistance arose from clashing personalities and a lack of trust in new members, who were perceived as unprepared for the complexities ahead.
Team Identity: The Hidden Catalyst For Change
To bridge this gap, I recommend teams focus on four key elements that drive alignment during change:
1. Team identity: Begin with open, honest conversations about what the team wants to stand for, what success would look like, and why aligning on the change effort is crucial. Clarity on these points can help reduce friction between team members and facilitate the creation of a shared sense of purpose.
2. Commitment: Next, discuss what each team member is willing to commit to, highlighting both positive and negative behaviors that typically surface during change. Reflecting on past experiences can provide insights into tendencies that could either support or hinder progress.
3. Team resistance: By identifying fears, assumptions and biases, teams can pinpoint where and when resistance is most likely to arise. This isn’t about shaming team members for their concerns but rather about listening with empathy to the real fears behind their hesitation.
4. Team agreement: Finally, develop a team agreement that outlines expectations for communication, collaboration and accountability.
Recognizing behaviors that empower or diminish the team can give members a clear guide for staying aligned throughout the change journey.
Addressing Resistance Through Time Reflection
Resistance to change often stems from unaddressed fears or unresolved past experiences. To move forward, it’s essential for teams to have the space to process these feelings and turn them into strengths.
We use a framework called "time reflection" to guide this process:
1. Make peace with the past. Before diving into change, allow the team to express their frustrations and validate their concerns. Ignoring these emotions can fuel more resistance down the road.
2. Claim the present. Next, identify the current roadblocks and discuss how upcoming changes could remove those barriers. This step helps teams see change as a solution rather than a threat.
3. Honor the future. Connect the dots between the team’s challenges and aspirations. By co-creating a vision for success, you give team members a compelling reason to invest in the journey ahead.
The Power Of Team Identity During Change
The key to promoting collaboration and commitment during change is to validate the experiences of the people impacted by the change.
People don’t resist change; they resist the disregard for their experiences during change. By reflecting on where they’ve been, where they are now, and what they want to become, teams can shift from resisting change to actively driving it.
Building Team Identity Amid Uncertainty
During times of uncertainty, processes are essential, and they’re half the equation. The other half lies in your culture readiness for change. By prioritizing the people side of change, leaders can turn resistance into resilience and build a culture that thrives in uncertainty.
Whether you’re navigating a major transformation or simply trying to get through the next quarter, take the time to align your team around a unified vision, purpose and identity.
Team alignment is often underrated, but when teams are clear on their identity, commitment and expectations, you not only pave the way forward but also create a stronger, more united team that can weather any storm.
Prioritizing people during change can turn resistance into commitment to change. For example, Patagonia’s leadership team has decided to focus on the people side of change. They show that nurturing a sense of belonging is fundamental to their bottom line results. The company has implemented three-day weekends, wellness programs and in-house services including child care support.
When leadership teams create specific forums where employees can share their ideas and identify new solutions to old problems, townhalls can take a different spin with transparent communication. As a result, employee satisfaction and retention rates can improve. These practices can also boost sales by enhancing a company's reputation among loyal clients.
By focusing on basic, yet essential, human elements, you can shift a culture of resistance to one of commitment.
Design people-centered change. Align your team to row in the right direction. Inspire humanity, and watch magic happen.
This article was published on Forbes.com.
