Pricing Transformation – Step #4 – Communicating the Change Vision (first published on Validatum)

by Richard Burcher

In the fourth part of Pricing Transformation, by Richard Burcher, he explains how to successfully communicate the change in vision to those involved.

While many law firms have over the last few years begun pricing improvement initiatives, many have failed to realise their potential and in the most disappointing and frustrating examples, they have eventually reverted to type entirely, losing all of the gains originally achieved. There is good reason for that. It’s hard. The rewards are significant but if it was easy, everyone would have done it a long time ago. So, we have decided to provide firms with a roadmap which will greatly increase the prospect of durable and sustainable improvements.

Communication

In doing so, we have developed a law firm specific model which draws on the work of John P Kotter, Konosuke Matsushita Professor of Leadership, Emeritus, at Harvard Business School. Professor Kotter is widely regarded as the foremost international authority on the topics of leadership and change.

In this series which will span 8 weeks, we will set out the 8 steps to a successful law firm pricing improvement initiative. Previous posts have covered:

Step #1 – Creating a Sense of Urgency.

Step #2 – Creating a Guiding Coalition

Step #3 – Developing a Vision & Strategy

Which brings us to…

Pricing Transformation – Step #4 – Communicating the Change Vision

Frustratingly for many firms, despite having executed the first three steps to a high standard, the whole project often disappears into the abyss at the communication stage.

A great vision can serve a useful purpose even if it is understood by just a few key people. But the real power of a vision is only unleashed when most of those involved in an enterprise or activity have a common understanding of its goals and direction. That shared sense of a desirable future can help motivate and coordinate the kinds of actions that create transformations.

Inability to communicate a vision is often attributed to general human resistance to change and scepticism as to whether the initiative is likely to succeed.

According to Professor Kotter of Harvard Business School, seven principles appear to be closely associated with the communication stage of a successful transformation;

You can also read this article on the Validatum website by clicking here.

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by Richard Burcher

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