The Emperor's New Talk

The terminology of the change industry gets in the way of doing real change. Try cutting out the jargon and watch performance improve.

My friend and ex-colleague, Vincent Rousselet, has considerable intelligence and great experience of making and seeing change happen. I interviewed him today for the book I'm writing on change implementation - working title: Everything You Know About Change Is Wrong (But You Can Do Something About It) - and in the course of an excellent discussion, we wondered if, for the next change his organisation is implementing, he should remove all reference to the word 'change' altogether.

"Don't say we're implementing a change - say this is how we are going to work differently". An immediate change of focus, from jargon and 'stuff' to real activity. A chance for people to focus on real work, not workshops.

And this, of course, is one of the themes of the book. If you are managing change, you are not delivering it. If you are engaging stakeholders, you are not getting people to do things differently. If you are developing a communications plan, then you're not talking to your people.

It's like we've all been infected by a disease. Politicians talk like this. Business schools train their graduates to talk like this. And we pay consultants thousands of pounds to talk like this. And, after a while, we begin to believe it too: if we say certain words and do certain activities, we can sound impressive and make it look like we are doing real work, but we're not: in fact we are doing things that get in the way of real work.

Colette, my wife, says these things are 'Waffle Words' - words that sound meaningful and make you feel intelligent, but actually mean very little and deliver less. But the purpose of change is not to engage stakeholders, or to execute a comms plan: it is to improve business performance by working differently. Anything else is noise.

So next time you're involved in an activity to have people work differently, try this: do not permit anyone to use the following words and see what happens. I'll guarantee that people focus more on real results rather than the jargon.

• Change (try 'working differently')
• Strategic (try 'big' or 'important')
• Tactical (try 'small')
• Stakeholder (try 'someone who needs to do something')
• Commitment (try 'what we need them to do')
• Intervention (try 'task' or 'activity')
• Communications (try 'letting people know what they need to work differently')
• Outcome (try 'improved performance')
• Vision (try 'what we need to do')
• Rationale (try 'reason')
• Engagement (try 'working with each other')
• Model (try 'way of looking at it')
• Deliverable (try 'what we need to have')
• Performance System / incentives (try 'pay and perks')
• Process (try 'how to do something')
• Culture (try ' how we talk and do things round here')
• Analysis (try ' work out what I need to know to move forward')

To make it more interesting, try fining your consultants, say, £5 every time they use one of these terms. You could get a refund on their fee in a couple of hours...

I'm sure you can think of many others - I'd like to see your your thoughts and suggestions in the comments section below - let's see if we can create a dictionary of change nonsense together...

- Mike