An organizational transformation driven by technology communicates a sense of urgency that business as usual is dead and improvements should be dramatic. The problem with transforming is that scrapping and starting over is a shock to an organizational system that has worked for years. Change is horribly difficult to people if major surgery is suggested when only a laxative was expected.
Transformation also results in mixed messages and inconsistent actions. For years, the corporate mantra was that people were an organization’s most important asset. However, organizational transformations resulted in contradictory messages that were another early warning signal to Brand U’s. What eventually occurs is that all Brand U’s evolve into change agents, anticipating change and creating career opportunities that capitalize on the change.