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WHY PEOPLE REACT TO CHANGE THE WAY THEY DO
Let's look at some of the things we know about human behavior - about people and why they react to change the way they do.
First, when implementing change, we must assume that even the most irrational resistance is not seen as irrational by the person who is resisting. You, I, everyone - we react to the world the way we perceive it - based upon our own experience. And the way we react - the way we behave - makes sense from our viewpoint. To us, our behavior is perfectly logical no matter how strange it might seem to someone else. What does this mean for managing change? Well, we think it means that in planning change and managing the resistance to change, we must try to see the proposed change from the viewpoint of the people we are asking to change.
Unfortunately, it means that no one strategy for managing change will work in every instance. Each implementation must be designed and managed only after we have learned as much as we can about the people who will be involved in the change. It also means that when we have the option concerning where to install the change first, selection of the target or pilot group is important. We can increase or decrease the likelihood of success to the extent that we understand the predispositions of the group and individuals we will be asking to change.
A second principle of human behavior that we feel is important is that people react emotionally to change. And their feelings or emotions may be more compelling than their intellect. Also, feelings and emotions change slowly. If we must install the technology where there is considerable opposition, then we can expect that it will take some time for the opposition to subside. People who are emotionally opposed to a change are not going to change their feelings because we tell them to. Preaching is not the answer. They will embrace the change only when they see advantages for themselves in doing so. Thus, any change must include heavy doses of communication - and we mean two-way communication.
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