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Not to offer this as the perfect approach but this was essentially the strategy:
1. Build support around the business problem by articulating the problem and one possible strategy. Holacracy is a piece of the strategy
2. Reduce risk by approaching the idea incrementally. We've been running for a year in one group and now reaching out to teams for a larger experiment limited to one year.
3. Reduced friction by looking for people willing to "help" with the experiment by opting in to the experiment while selling the value of training and exposure to new management practices
4. Communicate frequently on the larger business problem, vision, and the proposed strategy