This document discusses the differences between change and transformation. It defines change as incremental modifications that improve an existing situation, while transformation creates a fundamentally new structure or state. Change can be reversed, but transformation permanently alters the original form or nature. The document then outlines a 14-step process for leading transformational change, beginning with accepting the status quo and ending with sustaining the benefits of change. Key steps include preparing and planning for change, taking action to implement it, fortifying the new behaviors and mindsets, and eliminating remaining resistance. Transformation requires overcoming psychological and cultural barriers and is depicted as an energy curve that initially requires effort to overcome resistance before reaching a tipping point where the benefits are realized.

1. TRANSFORMATIONAL
CHANGE
Simon Priest
simonpriest.com

2. What are the main differences between
CHANGE & TRANSFORMATION?
Butterfly
Metamorphosis
Although used interchangeably in public parlance, and despite having
lots in common, these two terms can be applied with great difference!

3. CHANGE vs TRANSFORMATION
ADD or REMOVE ingredients, BAKE the cake, EAT a piece

4. Around a campfire, I can CHANGE the
type or size of wood, or the amount of
oxygen (by blowing on it), and these
will result in worse or better flames
However, the fire will TRANSFORM
the wood, so nothing I can do will
restore it to its original structure, but
I can enjoy the heat or perhaps use
the ashes for something beneficial
CHANGE vs TRANSFORMATION
modifies or makes different, thereby
improving the unwanted past (often
through singular small adjustments)
crafts a new structure or state, therefore
creating a desired future (occasionally
radical, composed of deeper shifts)
is time finite and can be deliberately,
purposefully, or randomly reversed
is unbound by time limit and cannot be
undone (but can be transformed again)
FIRE BUILDING
All transformation involves change, but not all change is transformational

5. CHANGE: smoking cessation, weight
loss, exercise, yoga, diet, veganism,
employment, beauty enhancement,
meditation and relaxation techniques
TRANSFORMATION: forgiveness, new
relationship, loved one’s death, major
disease, spiritual or religious beliefs,
personal development and education
CHANGE vs TRANSFORMATION
INDIVIDUALS
engages new habits, but these must
be maintained to avoid relapses, as
resolutions easily revert to old ways
links fundamentally different beliefs or
behaviors that have life/work affirming
impact and permanence: no relapses
uses external pressure to prescribe
actions that are otherwise atypical
adjusts internal feelings, thoughts, and
resistance, so that behaviors are natural

6. CHANGE: reduction of workforce by
combining process steps, implement
sales teams, better products, cloud
computing, research & development
TRANSFORMATION: manufacturing
automation, commitment to quality,
customer service ethic, outsourcing,
new products, emerging technology
CHANGE vs TRANSFORMATION
ORGANIZATIONS
is a managed, incremental alteration
of existing processes, products, or
ideas, where the endeavor slowly
gets better over a set time period
is a completely new climate or system
of processes, where cultural mindsets
are reformed and the endeavor is re-
envisioned and reinvented over time
is independent of transformation,
following predictable plans or events
& measured against prior conditions
is dependent on one or more changes,
charting a profound vision, disruptive,
& unreferenced with previous situations

7. Transformational Change (Anderson & Ackerman-Anderson, 2010)
Transformation, however, is far more challenging for two distinct reasons. First,
the future state is unknown when you begin, and is determined through trial and
error as new information is gathered. This makes it impossible to “manage”
transformation with pre-determined, time-bound and linear project plans. You can
have an over-arching change strategy, but the actual change process literally
must “emerge” as you go. This means that your executives, managers and
frontline workers alike must operate in the unknown — that scary, unpredictable
place where stress skyrockets and emotions run high.
Second, the future state is so radically different than the current state that the
people and culture must change to implement it successfully. New mindsets and
behaviors are required. In fact, often leaders and workers must shift their
worldviews to even invent the required new future, let alone operate it effectively.
Without these “inner” shifts of mindset and culture, the “external” implementation
of new structures, systems, processes or technology do not produce their
intended ROI. …implementations fail because they require a mindset and culture
change that does not occur…the new systems require people to share information
across strongly held boundaries or put the needs of the enterprise over their own
turf agendas. Without these changes in attitude and behavior, people do not use
the technology and the change fails to deliver its ROI.

8. Frog
Metamorphosis
Transformation & Energy
Whether the TRANSFORMATION is
of an individual or an organization,
the effort requires great energy
Butterflies and many other insects
gather energy in their larval form
and, once pupated, do not eat any
more until they emerge as an adult
Frogs emerge from the egg as a
Tadpole, gather energy as they
metamorphose, via a middle
stage of Metamorph with a tail,
to a fully grown adult without one
In our instance, ENERGY equals the
benefits that result from implementing
a transformation minus efforts needed
to get the transformation started (by
overcoming all resistance to change)
Consider this graph of energy over time…

9. Uncatalyzed
Reaction
Catalyzed
Reaction:
“shortcut”
REACTANTS
PRODUCTS
Energy
Required
to Activate
a Reaction Energy
Produced
by the
Reaction
USE OF ENZYME LOWERS THE ACTIVATION
ENERGY and ACCELERATES THE REACTION
TRANSITION
STATE
Enzyme
Kinetics TIME
ENERGY

10. Input Energy of
INITIATION
Output Energy
RELEASED
When Energy
of Initiation
> Released
This will be a Negative
Transformation Curve,
so question the
need for change
Positive Transformation Curvewhere Energy of Initiation < Energy Released, so worth making the change
FORTIFYING can be
applied very early to
CHANGE RESISTANCE
and decrease energy
needed to transform
NETEnergy=EReleased–EInitiation
∆-
∆+
TIME
ENERGY

11. Positive Transformation Curve
∆+
TIME
ENERGY
Fortifying can be
applied very early to
CHANGE RESISTANCE
and decrease energy
needed to transform
so the top of the hump
(end of most resistance)
will likely be overcome
much sooner & faster
with than without any
Fortifying techniques
Sooner
Faster
Fortifying

12. 6 Stepwise “F” Techniques

13. Resistance
Acceptance
Commitment
Pain
Gain
Positive Transformation Curve
H
IN
D
ER
IN
G
H
ELPIN
G
∆+
TIME
ENERGY
3 Phases of
Transformation
RETURN OF: Productivity,
[+] Morale, Clarity, Hope,
Confidence, Cooperation,
Vision of end state, Sense
of achievability, Discovery,
“Light at end of the tunnel”
RETURN OF: Pride,
Teamwork, Trust,
Experimentation,
Communication,
Collaboration,
Breakthrough
mood, Loyalty,
Co-creativity,
[+] Mindsets,
Excitement,
Passion,
Delight
Unaware, Unwilling, Disagree,
Unconsciously Opposing,
Consciously Opposing,
Apathetic – Threatened,
Fearful, Distress, Guilt,
Denial, Anger/Hostility,
Depression, Anxiety,
Disillusionment,
Resentment

14. Resistance
Acceptance
Commitment
1. Status Quo
Positive Transformation Curve
11. Tipping Point
12. Benefit Point
2. Oblivion
3. New Feelings
4. Think Creatively
5. Novel Thoughts
6. Prepare & Plan
7. Act & Implement
8. Fresh Behaviors
9. Fortify & Sustain
10. Eliminate Resistance
14. Next Change?
13.
Steady Results
∆+
TIME
ENERGY
14 Steps to
Transformation

15. Steps to
TRANSFORMATION
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
∆
Oblivion
Fortify &
Sustain
Think
Creatively

16. Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
ROI
Now
lets look
at each step as
identified by its own unique
∆
Oblivion
Fortify &
Sustain
Think
Creatively
ICON

17. STATUS QUO
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
1
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

18. STATUS QUO ☻
1
frequently use catch phrases like: “if it isn’t broken,
why fix it?” – “why change, its always been that way!”
– “better the devil you know, than the devil you don’t!”
are comfortable staying ☻“in the state in which”☻ they are
already situated; they like routine, habit, stability, and continuity
prefer to avoid transformation or change, because they:
•believe the risks of transition exceed the risks of staying fixed
•feel connected to others who are identified by the old ways
•lack role models, competence, experience, effort or energy
•fear lost control will negatively impact their quality of life/work
•remain skeptical of differences, new ideas & hidden agendas
•are shocked, if the need to transition is delivered as a surprise
•are embarrassed, if they built past successes (now obsolete)
•are resentful, if transition dredges up old conflicts or injuries
•refuse to accept “change is the only constant in life” (Heraclitus)
INDIVIDUALS & ORGANIZATIONS…

19. OBLIVION
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
2
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

20. OBLIVION
2
are blind to considering the need for transformation or change; they
are not ready, ignorant of problems, or think others exaggerate
are initially RESISTANT because their absence of conscience makes
them: Reluctant, Rebellious, Resigned or Rationalized (DiClemente, 2003)
• RELUCTANT: have insufficient knowledge and awareness of the
issues or concerns; they are closed to transformation or change
• REBELLIOUS: heavily invested in their dysfunctional status quo;
they lack the propensity or willingness to be different
• RESIGNED: hope of transformation or change has already been
abandoned (perhaps due to repeated failure); they are simply over-burdened
• RATIONALIZED: they already know it all or can reason life is just
better in the present; they disagree with the need for transition
INDIVIDUALS & ORGANIZATIONS…

21. NEW FEELINGS
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
3
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

22. NEW FEELINGS
3
begin to feel differently about their situations; they are willing to
consider a need for transformation or change and have various
emotional reactions to that, including: fear, distress, anxiety,
guilt, denial, anger, hostility, and a desire to remain indecisive
practice Dramatic Relief to alleviate some of the intense feelings
will soon think differently to go along with their shifting emotions
will start to become receptive to succeeding, learning information,
generating awareness, and opening up to different possibilities
INDIVIDUALS & ORGANIZATIONS…
often appear in response to
crises such as: “hitting rock
bottom” or being threatened
with competitive extinction!

23. THINK CREATIVELY
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
4
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

24. 4
should balance the pros and cons of transformation or change,
recognizing they may still hold some resistance or ambivalence
should construct Force Field analyses by examining the helping
and hindering forces present and how these might interact
should conduct framing and reframing, Appreciative Inquiry, gap
analysis, and SWOT (Strengths, Weaknesses, Opportunities & Threats) analysis
should use creative thinking techniques such as mind maps, De-
Bono’s six hats, brainstorming, divergence, and convergence:
• BRAINSTORM with extended effort (past initial pause/cessation),
attribute listing, forced relationships, and deferred prejudice
• DIVERGE and CONVERGE on the best idea by reversing, sizing,
busting, gathering, weeding, organizing, weighting or choosing
INDIVIDUALS & ORGANIZATIONS…
THINK CREATIVELY

25. NOVEL THOUGHTS
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
5
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

26. NOVEL THOUGHTS
5
are now decisive about the need for transformation or change;
they tend to exhibit a previously unseen level of determination
no longer perceive assorted barriers as insurmountable; they
are ready to make a serious attempt to transform or change
know how transformation or change will make a different in
their lives/work and the lives/work of important other people;
are evaluating how this should be part of their future and how
their past impacted others and must now be improved
INDIVIDUALS & ORGANIZATIONS…

27. Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
6PREPARE & PLAN
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

28. PREPARE & PLAN
6
get ready for action by talking about transformation or change
with others and through making checklists and blueprints that
engage experts and other stakeholders in the planning process
chart their route with milepost highlights on the way to success
and identified setbacks or possible failures along that path
categorize and obtain special (skills) training they may need in
order to be successful in their transformation or change effort
should construct a clear action plan that includes answers to
these six: WHAT?, WHY?, WHERE?, WHEN?, WHO?, and HOW?
• CHECKLIST:
INDIVIDUALS & ORGANIZATIONS…
 rationale
 vision
 goals
 objectives
 timeline
 clarity
 incentive
 motivation
 urgency
 evaluation
 reporting
 training
 risks
 rewards
 celebration
 quick wins
 role model
 support
 communication
 measurement
 accountability
 responsibility
 ownership
 engagement

29. Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
7ACT & IMPLEMENT
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

30. ACT & IMPLEMENT
7
initiate transformation or change by publicly announcing it to
others (friends/family or employees/customers); they may later
seek affirmation and/or confirmation from these key people
put their plan into action with the necessary support from
significant others (counselor/therapist or coach/consultant)
return a sense of control, ownership, safety, vision, and clarity
to those (self) most impacted by the transformation or change
introduce transformation and change by sowing seeds and
sprinkling a little at a time on those (self) most influenced
maintain the dignity of those (self) by recognizing new or old
accomplishments, celebrating the past and rewarding the future
control the stimuli that encourage them to relapse or revert
INDIVIDUALS & ORGANIZATIONS…

31. FRESH BEHAVIORS
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
8
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

32. FRESH BEHAVIORS
8
start to see differences in the way they behave compared with
the past; small wins help reinforce transformation or change
give themselves “gold stars” in the form of internal rewards or
receive kudos from external others monitoring their progress
need to find ways to strengthen their transformation or change
efforts and counter their urges to relapse into old habits
seek out new activities or skills to substitute for old ones; they
must avoid negative enablers who will encourage them to revert
know practice makes perfect, so they consciously walk the talk
recognize that stressful times will be the most tempting and
difficult to prevent relapse; they know who to get help from
INDIVIDUALS & ORGANIZATIONS…

33. FORTIFY & SUSTAIN
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
9
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

34. employ the fortification techniques discussed earlier
draw on steps 1-8 to sustain transformation or change
9
FORTIFY & SUSTAIN
INDIVIDUALS & ORGANIZATIONS…
have these tools
in your transition kit
}

35. ELIMINATE RESISTANCE
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
10
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

36. ELIMINATE RESISTANCE
10
avoid the temptations to return to old habits (a few will remain
disillusioned or depressed and likely will not survive transition)
are NO longer Reluctant, Rebellious, Resigned or Rationalized;
they are now Eager, Enthusiastic, Excited, and Enlightened
• EAGER: embrace transformation or change and have become
experts on the associated issues and concerns
• ENTHUSIASTIC: move toward the anticipated outcome and to
establish a steady state of being in a higher functional plain
• EXCITED: succeed with new strategies and tactics; feelings
of being overwhelmed are replaced with peace and comfort
• ENLIGHTENED: agree with the transformation or change
toward a better future that they can now clearly envision
INDIVIDUALS & ORGANIZATIONS…
who is
getting
ejected
from the
game?

37. TIPPING POINT
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
11
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

38. TIPPING POINT
11
have reached the point where resisting turns to embracing, pain
becomes gain, and hindering forces are replaced by helping ones
have eliminated, countered and/or addressed all resistance
to the point of ACCEPTING transformation and change
experience a return of: productivity, positive morale, clarity,
hope, confidence, cooperation, vision of end state, sense of
achievability, discovery, and see “light at end of the tunnel”
are free to reinforce happiness, let go of resentment, explore new
ways of living/working, test out their skills, reflect on learning,
integrate changes into their life/work, and continue to transform
draw on steps 1-10 to deal with arising issues (when needed)
INDIVIDUALS & ORGANIZATIONS…

39. BENEFIT POINT
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
ROI
12
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

40. ROIBENEFIT POINT
12
know this is where Return On Invested ENERGY is recognized (as
you get back what was put in) and things get much better from here!
have supported, sustained and maintained all acceptance to
the point of now COMMITTING to transformation and change
experience a return of: pride, teamwork, trust, experimentation,
communication, collaboration, breakthrough mood, loyalty, co-
creativity, positive mindsets, excitement, passion, and delight
know that from this point forward, the transformation or change pros
will outweigh the cons and that they will have sufficient self-efficacy
to see the transition process through to its successful conclusion
draw on steps 1-11 to deal with arising issues (when needed)
INDIVIDUALS & ORGANIZATIONS…

41. STEADY RESULTS
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
13
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

42. 13
STEADY RESULTS
INDIVIDUALS & ORGANIZATIONS…
have hit their targets for vision, goals and/or objectives
have reached the final outcome: a new equilibrium or stable
and steady state that is different from the earlier status quo

43. NEXT CHANGE
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
14
∆
Oblivion
Fortify &
Sustain
Think
Creatively
∆+
TIME
ENERGY

44. NEXT CHANGE
14
INDIVIDUALS & ORGANIZATIONS…
are ready for the next transformation or change, because they
know through experience that this “is the only constant in life!”

45. Metamorphosis III: a final study in tessellation by the Dutch Artist Maurits Cornelius Escher in 1967-1968 (low res ≈ fair

46. Questions?

47. Resistance
Acceptance
Commitment
Input Energy of
INITIATION
Output Energy
RELEASED
Pain
Gain
When Energy
of Initiation
> Released
This will be a Negative
Transformation Curve,
so question the
need for change
Positive Transformation Curvewhere Energy of Initiation < Energy Released, so worth making the change
H
IN
D
ER
IN
G
H
ELPIN
G
Tipping Point
FORTIFYING can be
applied very early to
CHANGE RESISTANCE
and decrease energy
needed to transform
Benefit Point
New Feelings
Think Creatively
Novel Thoughts
Prepare & Plan
Act & Implement
Fresh Behaviors
Fortify & Sustain
Eliminate Resistance
Next Change?
Steady Results
NETEnergy=EReleased–EInitiation
∆-
∆+
TIME
ENERGY
Status Quo
Oblivion

48. Steps to
TRANSFORMATION
Next
Change
Steady
Results
Benefit
Point
Tipping
Point
Eliminate
Resistance
Fresh
Behaviors
Act &
Implement
Prepare
& Plan
Novel
Thoughts
New
Feelings
Oblivion
Status
Quo
1
2
3
4
5
6
14
13
12
11
10
9
8
7
∆
Fortify &
Sustain
Think
Creatively