When I think about what it takes to have a robust economic development program for the Greater Gainesville area, I realize it will take a good deal of change from the way we do business now. Change, especially what might be perceived by some people as negative change, can create a significant amount of resistance. When I work with companies trying to make a big change, I counsel them that for any change program to be successful there are a few key steps that must be planned out and executed superbly. I believe it is the same for a community as well, so let me outline the essential elements of an effective change process.
1. ESTABLISH AN IRRESISTIBLE CASE FOR CHANGE
It is critical, perhaps the most critical step, to clearly demonstrate that the status quo is no longer acceptable. Things must change; they have to change. We have no other options but to move in a new direction. You must present the unassailable facts as to why economic development is critical to the future of our community.
2. COMMUNICATE A VISION OF THE NEW FUTURE
If I absolutely must change and leave behind the past, what will the new and exciting future look like? There needs to be a clear and compelling vision for the future of Greater Gainesville that is communicated to as many people as possible. You have to answer the questions: “What is in it for me? Why should I embrace this change? How will it make my life better?”
3. CREATE A STRONG SENSE OF URGENCY
Once you establish that change is absolutely necessary, and you lay out a vivid vision of the future, it is imperative you get people moving quickly toward the vision. If things fall down and drag out too long, people will check out and give up on the change process. Unfortunately, this is something I have seen time and time again in Gainesville. We get all excited about some new program or project, and then nothing happens for months or years and we simply walk away and forget about it. For a change process to be successful it must have a fast tempo.
4. BUILD A GUIDING COALITION
When the change involves an entire community it is especially important to create a strong guiding coalition of respected and trusted individuals from across the entire area to serve as change champions. These are not only key business people and politicians, but also people who might not have any formal title, but are strong opinion leaders that people see as highly credible. If you get these opinion leaders on your team the change process will go much more smoothly, if you do not, nothing will change.
5. PLAN FOR SMALL WINS
Success does not happen by chance, fate or good luck, it happens because you plan for it. It is important to establish some milestones which are attainable in order to build momentum for the success of the change project. Here in Gainesville we all know people love to be on a winning team, so if anyone is sitting on the fence, as soon as they see things starting to go well, they are more likely to jump in and join the team.
6. GIVE ALL THE CREDIT TO THE PEOPLE
Once the change process begins to take hold, the guiding coalition needs to step back and let the community own the success and future success of the project. For people to stay committed over the long haul, they need to feel like they are personally making a difference, that their effort and ideas are positively impacting the community. There are many other factors that go into the change process, such as a communications plan, ensuring the necessary training, resources and support, analyzing and adjusting as the program moves forward, but it is my strong belief if you do not achieve these six things correctly, nothing else matters. I love this community and I want to see it grow and prosper in a thoughtful and balanced way. I understand a strong economic development program is essential to the goal and hope together we can all continue to change our community for the better.
JOHN SPENCE has been recognized as one of the top 100 business thought leaders and as one of the top 500 leadership development experts in the world. He is an international keynote speaker and management consultant and has written five books on business and life success. www.johnspence.com