Simplifying Change
Apple has persuaded billions of people to embrace change. New devices. New software. New services. Even entirely new ways of doing things.
How? Look closely and five factors repeatedly emerge — factors that determine whether change is embraced or resisted.
In Simplifying Change, we explore those five factors and the practical strategies you can use to make change feel simpler, smoother and more likely to succeed.
Introduction — Why is Change Difficult?
Why do we resist the new — even when it promises to make things better? We explore the psychology of change and the forces that hold us back.
Case Study — iTunes
iTunes changed the way the world buys content. It helped get a generation paying for music again after Napster made it free, persuaded millions to take their first steps in digital commerce and grew from nothing into the world’s biggest music retailer in just seven years. But iTunes was not the first digital music service. So what made it different? It provides a powerful case study in the five factors that drive change .
Factor 1 — The Roadblocks
What needs to be overcome? Every journey of change encounters resistance. We explore the barriers standing in the way and how to reduce them.
Factor 2 — The Spark
Why should people care? In Silicon Valley new ideas are classified as either “vitamins” or “painkillers." Vitamins are nice to have, painkillers solve real problems. The smart VCs bet on the painkillers. What pain are you easing?
Factor 3 — The Hook
How compelling is your vision of a better future? How a new solution looks, feels and is explained shapes our perception of its value — and our willingness to give it a chance. Apple excels at making the new feel exciting, yet approachable and trustworthy. We explore practical techniques for making a powerful impression.
Factor 4 — The Pathway
How simple is it to take the first step? Change is a journey, and usually the first step is the most difficult. We explore how to lower the barriers to entry and create a clear pathway to the new.
Factor 5 — The Guide
How do you keep people moving? The journey is only complete when 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. We explore how to create a sense of progress that feels intuitive, rewarding and easy to sustain.
• For anyone leading a journey of change.
• Available as a keynote or a two hour / half day / full day interactive training session.
• Every session combines memorable stories, original ideas and practical tools your audience can put to work immediately.
• Based on the lessons from It Just Works: The Nine Simple Rules of Apple's Success.
• Led by the author, Neil West.
• Get in touch at hello@neilwest.com
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