Social media is everywhere,

For all of our fascination with social media, I ask, have we become anti-social?

Sit in any office environment and what do you see?
People with their eyes glued to their computers. Alone.

Peer inside most cars on the road and who is there?
A driver. On the phone.

What forms of communication are most prevalent?
E-mail. Texts. Posts. Chat.

Sure, we’re communicating at record rates, but a critical form of communication is missing: Human interaction! You know, good old-fashioned face-to-face talking in real-time.

Nowhere is face-to-face communication more critical than when you are leading a change agenda. Whether it’s a new way, a new idea, or a new plan, experienced change agents practice a proven art form – socializing an idea. Remember that?

No matter how big or even how good your idea is, the best way to get people to try it, let alone adopt it, is to talk about it early and often. Successful change agents practice this anywhere and everywhere – in one-on-one or group settings, in a conference room, in the hallway, over coffee or during a meal.

There is extraordinary value gained when you make eye contact, witness body language, feel the emotion behind what’s said, and observe what’s not being said.

You’ve heard a lot about the transformation PTC was able to pull off in going from a once proud product company that had lost its way to a higher value thought leader in a new, more strategic space. The shift that needed to occur for PTC to have a chance to win was seismic. The forces of inertia holding the company back were formidable.

Sure, the ideas of what needed to be done and how to execute them were smart and powerful. But it was the practice of socializing the idea that won people over. Whether it was the early morning runs, one-on-one or small group meetings, lunches, dinners, or long flights, the art of socializing the new idea was practiced. Even large group settings weren’t one-way diatribes. They were either discussions or previews about early thinking, possibilities, and what might be. Dialogue was encouraged. Feedback was provided. Ideas were refined. So when the formalized agenda for the new way was officially launched, many people were not only on board, they felt as is they were already a part of the change culture simply because they had a voice in it.

Social media is fantastic for conveying information in new, exciting ways. But if you want to drive sustainable change, make time to have face-to-face chats, too. It will make all the difference.

• Brand and Messaging Guidelines – these guidelines demonstrate exactly how to apply the evolved brand and new messaging in all popular formats – from letterhead, business cards, booth graphics, and signage to advertising, brochures, sales sheets, and presentations

• Brand Anthem – this important piece usually takes the form of a small, precious booklet that delineates the essence of the evolved brand and positioning in a format that is easy to digest and physically handy

• Positioning Video – this video is your most powerful and energetic dramatization of the evolved brand and positioning. It is the piece that taps into people’s emotions and hearts not just their minds

• Elevator Pitch – everyone needs to be able to tell the new story in about five or fifty words. Have fun with it. I’ve filmed two of these in an elevator!

• Q&A Hotline – this pre-written hotline will cover additional questions that will surely come up

• E-mail Signature – e-mail is the most common form of communications. A new signature is the most visible way for everyone in the company to get behind the evolved brand

• Website Refresh – this is just a refresh or re-skinning of the home page at this point, but it’s the first point of contact for the company

• Boiler Plate – in 50 words or less this elevator pitch is embedded in all press releases and opens the ‘about us’ section of your website

• Corporate PPT Presentation – like it or not, everyone, and especially sales people, use PowerPoint. Be ready or else you’ll see creativity at its worse

• Theme Song – only kidding …

What’s in your change kit?