In the fresh produce industry, change is inevitable, and resistance to change is a common struggle companies of all sizes face. At DMA Solutions, we can relate to the feeling of being in a constant state of flux – not only is our business growing rapidly, but the digital marketing landscape is always shifting and improving to keep us on our toes. In produce, forces like Mother Nature and new technologies provide us with regular opportunities to change for the better, but as I sat in the audience during last week’s High Performance Management Conference, I couldn’t help by smile and nod as someone noted that “we’re an industry stuck in the 1970s.”
To help rising mid-level leaders in our industry implement much needed change for our industry, the PMA Foundation included content on effective change planning at last week’s conference. If your organization wants to implement necessary changes in a way that gets everyone on board, you just have to keep SAFETY in mind.
SAFETY – Security, autonomy, fairness, esteem, trust and you. Let me explain what we learned:
Security – One of the big reasons why we resist change is because it feels unpredictable. It takes us by surprise; it makes us feel insecure in our current position or even our jobs. To minimize this, leaders should always communicate frequently with those affected by change. If change is coming, address their concerns and do not surprise them. Provide context for the change – the “why.”
Autonomy – No one likes to feel “out of control” and change can certainly give that feeling. As a leader, consider involving those who will be affected by a change as much as possible by asking them questions to help make your decision, and even getting their direct input. Including others is a sure way to get them on board much faster.
Fairness – Change will certainly be met with resistance if it feels “unfair.” To minimize this, first and foremost ensure that the change you’re implementing is fair for everyone involved. Added workload as a result of changes should be distributed equally and everyone involved should have a clear understanding of why the change is necessary for success.
Esteem – Speaking of change for success, your team members will be much more excited about a change if it is linked to their individual success and they can see how it is going to boost their own paths. Try presenting the change as an opportunity to grow and develop people, and make sure to positively recognize those involved along the way.
Trust – Trust is one of the most important pieces in any relationship, including that between a manager and a colleague. Change can rattle a sense of trust if you’re not careful to create opportunities for people involved to have their concerns/questions answered. Work to involve everyone in the process as change is implemented and above all else, do what you say you are going to do.
You – This isn’t referring to you, the leader. In this situation, you refers to those on your team and how they personally will react and deal with change. Recognize that everyone experiences change differently, and that your plan should address this, including different personality types and the context they will experience this situation within. By addressing each of the SAFETY areas outlined above, you will create an environment that appeals to diverse thought processes and helps everyone to succeed.
So, if you’re a leader in your organization, you more than likely have a change that you’d like to make that is currently top of mind. For fresh produce marketers, these changes could be as simple as bringing a new team member on board, hiring an outside agency, redesigning your website and/or logo, or creating a totally new booth for Fresh Summit. Whatever your change may be, consider SAFETY and how you can use these factors to address change in your organization in a way that lets everyone on your team come out a winner!
