Choosing Strategies for Change

Leonard A. Schlesinger; John P. Kotter

Article | Harvard Business Review | March–April 1979

Choosing Strategies for Change

by Leonard A. Schlesinger and John P. Kotter

Abstract

"From the frying pan into the fire," "let sleeping dogs lie," and "you can't teach an old dog new tricks" are all well-known sayings born of the fear of change. When people are threatened with change in organizations, similar maxims about certain people and departments are trotted out to prevent an alteration in the status quo. Fear of change is understandable, but because the environment changes rapidly, and it has been doing so increasingly, organizations cannot afford not to change. One major task of a manager, then, is to implement change, and that entails overcoming resistance to it. In this article, the authors describe four basic reasons people resist change. They also describe various methods for dealing with the resistance and provide a guide to what kinds of approaches will work when the different types of resistance occur.

Keywords: Organizational Change and Adaptation; Strategy; Change Management;

Format: Print

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Citation:

Schlesinger, Leonard A., and John P. Kotter. "Choosing Strategies for Change." Harvard Business Review 57, no. 2 (March–April 1979).

Over the past decade, a new breed of “direct-to-consumer” (DTC) startups, including Warby Parker and Casper, helped forge a new business model. But lately that business model is faltering as the advantages that early entrants enjoyed have evaporated. To retool, DTC companies will need to embrace an omnichannel strategy, create tighter ties with their communities, and vertically integrate to increase margins.

LOLA is a direct-to-consumer (DTC) business launched in 2015. What started as a company to provide women with organic and transparent material-labeled tampons via a subscription model, had, by 2019 evolved to include additional menstrual and sexual wellness products. LOLA’s leadership wanted women to come to the company for all of their reproductive health needs (including information and a place to engage in conversation) from menstruation through menopause and beyond. Heading into 2020, LOLA cofounders have determined that to grow the business they need to go beyond the company’s current DTC model and have products available in retail stores. The challenge, however, is finding the right retailers to partner with that will help to add value to the brand and not detract from it. The case provides background on the cofounders, the company’s start, and evolution, and the challenges of moving beyond DTC.

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Choosing Strategies for Change

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