Managers launching a new initiative often try to start big. They work to gain approval for a substantial budget, recruit high-profile executives, arrange a big “kick-off” meeting, then look to move fast, gain scale, and generate some quick wins. But starting with a big kickoff campaign is more likely to activate resistance than it is to win over a majority. It’s also unnecessary. Decades of research shows that you don’t need to convince everybody for an idea to take hold. In fact, a significant minority is completely sufficient to create change.

When tasked with implementing large-scale organizational change, leaders often give too much attention to the what of change — such as a new organization strategy, operating model or acquisition integration — not the how — the particular way they will approach such changes. Such inattention to the how comes with the major risk that old routines will be used to get to new places. Any unquestioned, “default” approach to change may lead to a lot of busy action, but not genuine system transformation. Through their practice and research, the authors have identified the optimal ways to conceive, design, and implement successful organizational change.