leading change that sticks

Delivering change requires overcoming fear, friction, and doubt — it can be a major challenge for any business or team. Apple has convinced billions of customers to embrace the new. How? By understanding and managing the five factors that determine the adoption or rejection of all attempts at change. We’ll explore the five factors and the strategies participants can employ to successfully lead their own journeys of transformation.

Introduction — Why is Change Difficult?

Case Study — iTunes

iTunes changed the way the world buys content. It got a generation paying for music again after Napster made it free, convinced millions to take their first steps in digital commerce, and grew from nothing into the world’s biggest music store in just seven years. iTunes was not the first digital music service, so what made it different? It’s the perfect case study of how to win by managing the five factors that determine whether or not change sticks.

Factor 1 — The Roadblocks

What needs to be overcome? We explore the barriers to change and how to minimise them.

Factor 2 — The Spark

Why should people care? In Silicon Valley new ideas are classified as either “vitamins” or “painkillers” and the smart money bets on the painkillers. Apple’s most successful products all satisfy our desire for life to be made simpler (often before we realised it was complicated). What pain are you easing?

Factor 3 — The Hook

How compelling is your vision of a better future? Every detail of your new solution’s appearance — including how quickly it can be understood — will shape perceptions of its value, and affect its likelihood of being accepted. Apple is the master of making new solutions appear immediately exciting, yet approachable and trustworthy. We explore the techniques you can use to make an optimal first impression.

Factor 4 — The Pathway

Change is a journey and Apple makes it simple for customers to take their first steps (what do you think all those Apple Stores are for?).

Factor 5 — The Guide

The journey is only complete when the change is fully embraced and its value realised. The quicker and smoother the journey, the more people reach the destination — and the better they feel about arriving. Apple creates “flow” experiences in which progress feels quick, intuitive, and immediately rewarding. We explore the techniques you can employ to ensure 

For anyone leading a journey of change.

2 hours / Half Day / Full Day

8+ Participants

Based on It Just Works: The Nine Simple Rules of Apple's Success.

Led by the author.