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TABLE 1 ELEMENTS OF A BUILT TO CHANGE ORGANIZATION.
BUILT TO CHANGE FEATURE DEFINITION CAPITAL ONE DIMENSIONS
Strong future focus Spend more time thinking about the future—give Dedicate a large percentage of analysts’ time to
possible future scenarios more weight in current thinking about future trends and their
strategic decision-making implications on a line of business
Robust strategy and A recurring metaphor that explains a ‘‘Test and learn’’ strategy generates opportunities
momentary advantages series of advantages over time for new revenue streams
Flexible organization design Create empowered organizations, Few tiers of jobs, pay for results and
flat structures, flexible competencies related to changing,
performance management systems reorganize frequently
Orchestration capability The ability to change routinely Building a change capability project
more important corporate imperatives to come out with a hiring process that selects for people who like
over the last several years include diversification and change. As part of the rigorous interviewing process,
customer experience, and several relate to human candidates are asked about their leadership of and
capital management. learning from change. The interviewers also focus on
identifying people who have a passion for excellence
Robust Strategies and Momentary and collaborate well with others.
Advantages Complimenting the hiring process is an organiza-
tion structure that is decentralized and fluid. Capital
The information-based approach Fairbank created One managers like to say, ‘‘what gets resourced, gets
thrives on data, experiments, and analysis. One man- done,’’ and so the organization has traditionally
ager joked, ‘‘We count everything here. There’s probably relied on a few tiers of responsibility instead of
a spreadsheet somewhere describing the ratio of tables multiple layers of management. This has pushed
to chairs in the cafeteria.’’ It results in a robust ‘‘test and decision-making down into the organization and
learn’’ strategy, and it works like this. Terabytes of allowed people to take on a variety of tasks without
consumer data are analyzed statistically to generate having to worry about job descriptions and pay
potential risk profiles. For example, someone who grades.
responds to an invitation is a lesser credit risk than For example, associates can have three or four
someone who calls up on the phone and asks for credit. bosses in a year. Suzanne Newton, an HR (human
Combined with guesses about how the environment is resources) client consultant, described her first year
changing, a profile or hypothesis can be tested with an experiences, ‘‘All the change does take some getting
offer – interest rate, payment options, perquisites, or used to; you really learn to develop your own ability
rewards – for credit services. Over the course of a year, to change. As an intern, I facilitated organization
Capital One’s managers can conduct over 50,000 of change projects and worked on the Building Change
these ‘‘tests.’’ Capability project. Shortly after I became fulltime, I
When an identified risk profile and its associated was asked to join the cultural integration team to
offer get a response rate greater than some threshold support our bank acquisition. It was tough to have to
amount, a potential momentary competitive advan- refocus on a narrower set of tasks and to figure out
tage exists. The offer is broadened based on this infor- how a new boss preferred working. When Katrina hit,
mation; as new accounts are generated, managers a whole new, but temporary team, was assembled
must rearrange the human capital, resources, systems, with new leadership to help in disaster relief. It was
and structures necessary to monetize the advantage. dizzying at first, but it really helped me to under-
However, because consumer profiles, competitor stand that every shift, every change was made to
behaviors, and other market forces change, any current align resources to the highest priority work. . .there’s
advantage is fleeting and new ones must be identified always a line of sight.’’
to grow revenues. Constant change, or moving from An adaptable performance management system
one competitive advantage to the next, is at the core of completes Capital One’s flexible design. It keeps man-
Capital One’s strategy and identity. agers and associates focused on current performance
as well as change. Carol Anderson leads the perfor-
Flexible Organization mance management process and notes, ‘‘One overlay
to the whole performance management strategy is
An agile organization is necessary to adapt quickly that the actual philosophy and core infrastructure of
to new competitive advantages. Capital One’s the program has not changed. We’ve always had a
approach to creating a flexible organization begins system that included 360-degree feedback and well-
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A new view. An alternative change capability the best practice claim. ‘‘In what other organizations
approach emerged from brainstorming meetings and has this model been applied successfully?’’ (Answer:
debates within McDermott’s team: an ‘‘embedded none) ‘‘What studies have been done or articles have
architecture,’’ where line managers possessed suffi- been written documenting its effectiveness?’’
cient knowledge and skills to lead most organizational (Answer: none)
change. This approach deviated from both the Two events pushed the group toward consensus.
deployed resource and center of excellence The first was the identification of a change methodol-
approaches. Instead of generalist or specialist, it ogy that no one in the organization was using. In her
needed ‘‘versatilist’’ managers who excelled at a par- Internet searches, Teresa Spinicci, a member of the
ticular blend of skills. Versatilist managers could group, discovered the change management model
shorten change cycle times because they did not need developed by Prosci’s Change Management Learning
to ask for help—they already possessed the informa- Center. The ADKAR model suggested that successful
tion and skills needed to carry out most changes on individual and organization change followed a process
their own. of (1) creating awareness, (2) having the desire, (3)
Tasking managers with change management possessing the knowledge, (4) having the ability, and
responsibilities raised important questions about the (5) being reinforced for change. The methodology was
role of a manager. In fast-changing environments, the simple, easy to understand, had a case database to
ability to understand customers, markets, people, and support claims of ‘‘best practice,’’ and supported the
technologies was not enough. Managers needed to be principles from the USC training. This event helped to
able to combine their business expertise with knowl- overcome the win/lose dynamics of picking one per-
edge about change—so that as new momentary advan- son’s favorite model over another.
tages appeared, the organization could shift quickly. The second event was more a function of serendip-
The embedded change architecture approach ity than conscious planning. Steve Arneson, a human
requires a simple, standardized change methodology. resources senior vice president (VP), was leading the
As with a single, shared information system architec- Achieving Competitive Economics (ACE) process to
ture, there is a great deal of efficiency in shared mod- understand the requirements of being a world-class
els, language, and mindsets. For any large-scale change financial services organization. He went to the group’s
that requires the cooperation of, say, the credit card Web site to find the HR-related change initiatives
business, IT services, regulatory compliance, and HR, expected to come out of the ACE process. What he
all parties need to be familiar and comfortable with the found was lots of tools but no help. The site, reflecting
same change model. If every business unit has a dif- the state of the group’s progress, was full of change
ferent change management model and tools, coordi- management models and tools with no taxonomy to
nating large-scale change efforts is bound to be sort them out. Arneson saw clearly the need for a
expensive and time consuming. single, organization-wide change model, and he
encouraged the grassroots group to identify it.
Selecting a model. The grassroots group created an
internal Web site to display and compare the different Implementing the BCC
change models and tools in use. The first surprise was
that Capital One was using over 17 different change During the 2005 planning cycle, the Building a
models, including General Electric Co.’s (GE) change Change Capability (BCC) project was formally
acceleration process, Kotter’s 8-step change model, endorsed as an HR imperative. This legitimacy pro-
Lewin’s change process, and a variety of action vided the project with the management attention and
research models. In addition, there were more than resources required for implementation.
160 different change navigation tools, including
numerous variations of stakeholder mapping pro- Spread the word. A key feature of the implementation
cesses, change readiness surveys, project planning process was two change courses offered through Capi-
guides, and vision development protocols. tal One’s corporate university. The two-day certifica-
As the grassroots group had feared, the absence of a tion course – attended by both managers and staff – IDEA!
coordinated change strategy had resulted in a broad went deep into the change methodology. A key feature
range of change perspectives. Each practitioner of the course was the opportunity to apply and use the
defended his/her model and tools as ‘‘best practice.’’ model on real-life change projects brought by class
During one video conference call to discuss the mod- participants. This helped to teach the concepts, gave
els, the group struggled with the criteria for an accep- the participants practice with the model, and actually
table model. An internal consultant presented a ‘‘best drove change in the organization.
practice’’ change model to the group, noting that it had The second course was a one-day program speci-
worked for several years within the Capital One orga- fically designed for line managers. It provided an over-
nization. The group began to ask questions to support view of the methodology. It also linked change
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the level of change-related skills and knowledge in the carried forward into subsequent change efforts
organization. It needs to measure and reward skill through postings on the change management portal,
acquisition and provide learning opportunities. learning events among managers and change consul-
tants, and perhaps most important, conversations
Creating a Change Architecture among the managers who worked with each other
to solve change problems.
Capabilities are supported by organization design
elements – structures, policies, and systems – that CONCLUSION
provide an architecture within which to operate. Capi-
tal One’s embedded model (‘‘versatilist’’ managers and Like a muscle that gets better with exercise, Capital
common change framework) allowed change agents, One’s change capability got more sophisticated as it
change leaders, and change participants to share a was applied to more and more issues. Organizations
common language and learn similar skills. It increased that are good at change, not surprisingly, engage in lots
communication efficiency, the speed of change, and of change. At Capital One, the implementation and
organizational integration. The embedded architec- success of its change capability has left it with the
ture was directly related to implementation success feeling that ‘‘we can take on more change because with
and the ease with which the organization built its this new muscle, it doesn’t seem like we are changing
change-related human capital. all that much. It feels like we are changing less because
we are capable of handling more change than most
Experience Builds Social Capital organizations.’’
Organizations must carefully think through the
Organizational capabilities, and especially change calculus of investing in a change capability versus
capabilities, do not come fully developed and ready to buying the capability when it is needed for episodic
go, nor do they exist in a vacuum. Organizations must change. For some organizations, the investment may
have experience with behaviors to build up the deep not be worth it. But in fast-changing industries, the
and often tacit knowledge that underlies a capability. If shift in economic logic – from execution and stability
the organization has no conscious experience with to changeability – may provide the impetus, as it did
change, then it cannot have a change capability. for Capital One, to see an internal change capability as
Early on in the change capability effort, there was a the ‘‘missing ingredient’’ in organizational effective-
focus on small but visible change projects. Using the ness.
‘‘don’t teach it, use it’’ approach, and in the classic
tradition of organization development efforts, the
early efforts transferred knowledge and skill to the
line managers and built capacity for change. In addi-
tion, the lessons learned from the change efforts were
For more information about our thinking about agile, (San Francisco: Jossey-Bass, 2008) speaks directly to
flexible organizations, please see E. Lawler and C. Wor- the issue of managing people and building a flexible
ley, Built to Change (San Francisco: Jossey-Bass, 2006). workforce. Mary Jo Hatch has done great work on
Other books that have addressed this issue include S. integrating organizational culture with brand, image,
Haeckel, Adaptive Enterprise (Boston: Harvard Business and reputation to describe organizational identity (M.
School Press, 1999) and H. Volberda, Building the Flexible Hatch and M. Schultz, ‘‘The Dynamics of Organizational
Firm (New York: Oxford University Press, 1999). Identity,’’ Human Relations 2002, 55, 989–1018). Finally,
For those looking for a general overview on the field we were very interested in how Tom Friedman in The
of change, the leading textbook in the field of organi- World is Flat (New York: Farrar, Straus and Giroux, 2006)
zation development is T. Cummings and C. Worley, picked up on the idea of a versatilist in the second half of
Organization Development and Change, 9th ed. (Mason, his book on globalization.
OH: Cengage, 2008). The work of Andy Pettigrew is also worth noting
Built-to-change organizations are based on a vari- here. The results of his large-scale research program on
ety of organization design principles. Jay Galbraith’s innovation and complimentarity among organiza-
Designing Organizations (San Francisco: Jossey-Bass, tional systems provides empirical support for the
2002) is one of the most popular overviews of the field. hypothesis that organizations that move to more flex-
In addition, other articles and books contribute ible forms enjoy important performance advantages:
more specialized knowledge about certain features A. Pettigrew and E. Fenton, The Innovative Organization
in organizations. For example, Ed. Lawler’s Talent (Newbury Park, CA: Sage Publications, 2000).
Edward E. Lawler III is director of the Center for Effective Organizations at the University
of Southern California. He is the author of over 350 articles and 43 books. His most recent
books include Built to Change (2006) and Talent: Making People Your Competitive Advantage
(2008). For more information, visit http://www.edwardlawler.com (Center for
Effective Organizations, Marshall School of Business, University of Southern California,
3415 South Figueroa Street, DCC 200, Los Angeles, CA 90089-0871, United States.
Tel.: +1 213 740 9814, e-mail: elawler@marshall.usc.edu).
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