cameron and green making-sense-of-change-management

Individual change• There are four key schools of thought when considering individualchange:– The behaviourist approach is about changing the behaviours ofothers through reward and punishment. This leads to behaviouralanalysis and use of reward strategies.– The cognitive approach is about achieving results through positivereframing. Associated techniques are goal setting andcoaching to achieve results.– The psychodynamic approach is about understanding andrelating to the inner world of change. This is especially significantwhen people are going through highly affecting change.– The humanistic psychology approach is about believing in developmentand growth, and maximizing potential. The emphasis ison healthy development, healthy authentic relationships andhealthy organizations.• Personality type has a significant effect on an individual’s ability toinitiate or adapt to change.• The individual’s history, the organization’s history, the type of changeand the consequence of the change are also key factors in an individual’sresponse to change.• Schein identified two competing anxieties in individual change:survival anxiety versus learning anxiety. Survival anxiety has to begreater than learning anxiety if a change is to happen. He advocatedthe need for managers to reduce people’s learning anxiety rather thanincrease their survival anxiety.• Each of the four approaches above leads to a set of guidelines formanagers:– Behavioural: get your reward strategies right.– Cognitive: link goals to motivation.– Psychodynamic: treat people as individuals and understandtheir emotional states as well as your own!– Humanistic: be authentic and believe that people want to growand develop.61