Brand U’s believe in change. They use change to position their ideas, career, projects, or themselves. By definition, each Brand U is a personal change agent. Or sometimes, Brand U’s are tapped to become organizational change agents.
The challenge is that change management is a tough organizational assignment. So often, the CEO delegates it to a clueless manager who doesn’t have the credibility, authority, and resources to do the job. This becomes a death march or Titanic project, doomed to failure from the get-go. Some liken the process of transforming an organization to moving a battleship. It’s not an easy process and is fraught with many risks. Resistance is high. Changes are slow. Brand U’s bail. The change agent has a bulls-eye on his or her back.