Companies that Avoid Change Management, Eventually Change Management

Digital transformation is all around us–no company can escape. Most companies recognize this, and focus on managing the change in an effective way. But then there are others that think they can avoid digital.

I have been in meetings with clients in which I patiently explained all the forces buffeting their business and what they needed to do to at least cope. (They weren’t ready to compete.) And, on many occasions, I heard excuse after excuse for why they can’t make the needed changes.

My favorite was the time that the manager leaned back in his chair and said, “We understand what you are saying, but it’s just not in our DNA.” I leaned forward and reminded them, “You know that your company can get new DNA, right?”

Six months later, I heard that the manager was let go. When companies avoid change management, eventually they change management.

Don’t let this happen to you. Maybe you think you can ride this out. Maybe you think that digital is coming. It’s not coming. It arrived quite a while ago. If you think digital is coming, you are going.

Instead of waiting to get disruption, you should be figuring out how you can disrupt. I especially see this change avoidance in my largest clients. Instead of trying to avoid the changes, it’s time to embrace them. (Give them a big hug.)

Big companies fail to realize that they have an advantage in digital that upstarts lack–data.

AI has changed the game–large companies are sitting on gobs of data that AI can analyze to find patterns that unlock huge return on investment.

Instead of letting that data lay fallow, it’s time to start using it to unlock the value that AI can bring. To do that, you need to change.

Change, or get changed out. Your choice.

If you’re ready to take the plunge, check out my workshop in June on using analytics to increase conversions at the Marketing Analytics Summit.

Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

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