Forward leaning companies believe in ‘creative destruction.’ Peter Drucker, the dean of management gurus, calls it ‘organized abandonment.’ It’s a tough process. “The change leader puts every product, every service, every process, every market, every distribution channel, every customer and every end use on trial for its life,” says Drucker. [i]
If we agree that constant change is the norm, then the role of a Brand U leader is to drive instead of being driven to change. “Unless an organization sees that its task is to lead change, that organization – whether a business, a university, or a hospital – will not survive. In a period of rapid structural change, the only organizations that will survive are the ‘change leaders.’ It is therefore a central 21st century challenge for management that its organization becomes a change leader,” said Peter Drucker.[ii]
[i] Drucker, Peter, “Change Leaders,” Inc., June 1999, p. 65.
[ii] Drucker, Peter, “Change Leaders,” Inc., June 1999, p. 65.