The Partner Channel Magazine Winter 2016

SALES
Why Change
story by CHRISTOPHER ELMORE
illustration by DAVE SWANG
I
have a unique perspective on change. On one hand, I counsel salespeople to help their clients make a
big change in the way they do business. On the other, I help accounting and finance people change a
process they have known their entire business life. Given those facts, my professional life is dedicated
to helping people change. Personally, I don’t like change and find it very difficult. Until recently,
whenever change came up in my personal or professional life, my initial reaction was simply, “NO!”
AND THEN…
It all started with a simple request by a local university to teach a course on entrepreneurship. My company was
doing well and getting a lot of attention in the community, so I thought this would be a great way to give back a little
and influence the next generation. The funny thing is I got more out of teaching the class than my students. It came
all around one word: “Why.”
IN THE PROCESS…
While I was teaching a section on messaging, I came across Simon Sinek’s Ted Talk on what he referred to as “The
Golden Circle.” I know; hang with me here. Now, I had heard about this and had known about the idea for years,
but for some reason I had never connected the principles of The Golden Circle with change management. I think
one of my hang-ups was the name. For some reason it seemed like a scheme or a network marketing program. The
Golden Circle has three levels of understanding: What, how, and why. It struck me that knowing why you need to do
something, or why something is being done, is the key to change management. The problem is, on the list of what,
how, and why, most people tend to spend the majority of time and effort on “how.”
HOW?
In corporate America, we are such “doers”; doers to the point that we have a tendency to forget about why we’re
doing what we are doing. It’s kind of like the Hatfield-McCoy feud that lasted almost 30 years. When it ended, the
families were asked why they fought each other; no one could remember. Why we do what we do – our mission – is
an important reminder that helps the tasks have meaning and purpose. How we do what we do is the means to an
end and can help our tasks be as efficient as possible.
BIG FINISH!
To make a point (you are welcome) and to be very clear about change and the importance of doing change well,
I think we have put change behind the wrong noun. When you think of helping people change, most think “change
management.” Management will help you with the “how” and not the “why.” Leadership points to “why.” I did a study
18 WINTER 2016 | THEPARTNERCHANNEL.COM