Tag Archives: Proctor & Gamble

Change Management in Times of Crisis

Strategies for Adaptation and Recovery

Change Management in Times of Crisis

GUEST POST from Art Inteligencia

Change management is crucial for organizations to navigate through times of crisis. Whether it is a global pandemic, economic downturn, or natural disaster, having effective strategies for adaptation and recovery is essential. In this article, we will discuss the importance of change management during a crisis and provide two case study examples to showcase successful strategies implemented by organizations.

Case Study 1: Procter & Gamble (P&G)

During the global financial crisis of 2008-2009, P&G, a multinational consumer goods company, faced the challenge of declining consumer spending. They realized the need for immediate action to adapt and recover, focusing on cost reduction and portfolio optimization. P&G implemented a change management strategy that included the following steps:

1. Engaging the Leadership: P&G’s leadership embraced the crisis and communicated the urgency for change throughout the organization. They provided a clear vision of the desired outcome and inspired employees to embrace the necessary changes.

2. Streamlining Operations: P&G reexamined their business processes and streamlined operations to eliminate inefficiencies and reduce costs. They implemented a ‘simplify to win’ approach, which involved consolidating product lines and optimizing the supply chain.

3. Enhancing Innovation and Marketing: P&G recognized the need to differentiate themselves from competitors during tough times. They focused on innovation and marketing efforts, launching new products and advertising campaigns to maintain consumer interest and loyalty.

The result of P&G’s change management strategy was significant. Despite the challenging economic conditions, the company managed to maintain profitability and even outperformed competitors by gaining market share. This successful adaptation and recovery showcased the effectiveness of a well-planned change management strategy during a crisis.

Case Study 2: Airbnb

In 2020, the travel industry faced an unprecedented crisis due to the COVID-19 pandemic. As countries imposed travel restrictions and people canceled their travel plans, Airbnb, a leading vacation rental platform, experienced a massive decline in bookings. To overcome this crisis, Airbnb employed a change management strategy focused on the following steps:

1. Prioritizing Safety: Airbnb acted swiftly to address safety concerns by introducing enhanced cleaning protocols and implementing strict guidelines to ensure guest and host safety. They communicated these measures transparently to rebuild trust among their users.

2. Diversifying Offerings: Recognizing the changing demand for accommodations, Airbnb expanded its offerings beyond traditional vacation rentals. They introduced Online Experiences, allowing hosts to offer virtual experiences to users staying at home. This diversification strategy helped them adapt to the changing needs of consumers during the crisis.

3. Empowering Hosts: Airbnb acknowledged the impact of the crisis on their hosts, who heavily rely on income from rentals. They introduced initiatives such as the Host Relief Fund, which provided support and financial assistance to struggling hosts. By actively involving and supporting their hosts, Airbnb built resilience within their community.

As a result of their change management strategy, Airbnb managed to rebound effectively. By September 2020, they had a successful IPO and demonstrated resilience in the face of a crisis that severely impacted the travel industry.


Change management is instrumental in helping organizations adapt and recover during times of crisis. The case studies of Procter & Gamble and Airbnb demonstrate effective strategies implemented to navigate through difficult times. By engaging leadership, streamlining operations, enhancing innovation, prioritizing safety, diversifying offerings, and empowering stakeholders, organizations can improve their chances of successfully adapting and recovering from crises. It is crucial for organizations to embrace change and implement proactive strategies to not only survive but also thrive amidst adversity.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

“The Problem Finding Canvas should help you investigate a handful of areas to explore, choose the one most important to you, extract all of the potential challenges and opportunities and choose one to prioritize.”

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Change Leadership and the Power of Storytelling

Change Leadership and the Power of Storytelling

GUEST POST from Chateau G Pato

Change is an inevitable part of life, especially in today’s fast-paced and ever-evolving world. Organizations constantly find themselves navigating through various changes, from mergers and acquisitions to technological advancements. However, with change comes challenges, and the success of any change initiative lies in effective change leadership. One powerful tool that change leaders can harness is storytelling. By utilizing the power of stories, leaders can inspire, engage, and drive individuals towards embracing and supporting change. In this article, we will explore two case study examples that highlight the impact of storytelling in change leadership.

Case Study 1: IBM’s Transformation

IBM, a multinational technology company, went through a significant transformation when Lou Gerstner took over as CEO in the early 1990s. Gerstner inherited a struggling organization that was losing its market share and lacked direction. To turn things around, he recognized the need to infuse a new culture within the company and get everyone on board with the forthcoming changes.

Gerstner realized that simply presenting a cold set of data and charts would not be sufficient to inspire and motivate a workforce that had become disillusioned and resistant to change. Instead, he employed the power of storytelling to connect with his employees on a deep emotional level. Gerstner crafted a narrative that focused on IBM’s rich history, its role in shaping the world, and the collective responsibility of each employee to revive the organization.

Through his storytelling, Gerstner effectively conveyed the urgency for change while instilling a sense of pride and purpose. This emotional connection ultimately resulted in the successful turnaround of IBM, transforming it into a leading technology company once again.

Case Study 2: Procter & Gamble’s Innovation Culture

In the early 2000s, Procter & Gamble (P&G) faced the challenge of how to breathe life into their innovation efforts. A.G. Lafley, the CEO at the time, recognized that P&G needed a culture shift to foster creativity, risk-taking, and collaboration across the organization.

Lafley understood that storytelling could bridge the gap between strategic objectives and people’s daily work lives. He implemented a company-wide initiative called “Connect+Develop” that encouraged employees to share stories about their innovative ideas and experiences. These stories, which focused on real people and real challenges, helped employees see the tangible impact of their work and inspire others to think differently.

By creating a storytelling platform, Lafley empowered P&G employees to become change agents and ambassadors for innovation. This cultural shift resulted in numerous successful product launches and allowed P&G to maintain its position as a leader in the consumer goods industry.

The Power of Storytelling

These case studies highlight the transformative power storytelling can have in change leadership. Stories have the ability to evoke emotions, create meaning, build trust, and inspire action. When change leaders effectively communicate their vision and purpose through storytelling, they paint a vivid picture of the future and create a shared understanding among individuals.

Furthermore, storytelling engages both the rational and emotional aspects of individuals, making change feel more relatable and personal. It helps people see how they fit into the narrative and how their contributions are instrumental in achieving the desired change.


Change leadership is crucial during times of transformation within organizations. The power of storytelling as a change leadership tool cannot be underestimated. By crafting compelling narratives that resonate with employees’ experiences and emotions, leaders can bridge the gap between resistance and acceptance, ultimately driving the success of change initiatives.


  • McNamara, C. (n.d.). Transformational Change, IBM Style. Retrieved from https://managementhelp.org/organizationalchange/transformational-change.htm
  • Denning, S. (2011). The case of storytelling in organizational change. Journal of Change Management, 11(3), 325-347.

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Harnessing the Power of Diversity

How to Leverage Different Perspectives in Innovation

Harnessing the Power of Diversity

GUEST POST from Chateau G Pato

Innovation is essential for any organization to stay competitive in today’s ever-changing business landscape. Companies need to learn how to empower their teams to come up with creative solutions to challenging problems in order to remain ahead of the curve. Harnessing the power of diversity is a proven way to spur innovation and drive positive outcomes. A diverse team offers multiple perspectives, enabling them to develop creative, out-of-the-box solutions.

Organizations should be committed to creating an inclusive work culture that promotes collaboration and innovation amongst its employees. They can do this by establishing strong values for diversity and inclusion that encourage different opinions and ideas. Companies should also encourage employees to share their own knowledge and experiences; creating an atmosphere of mutual respect and trust.

With that in mind, here are some tips on how to leverage different perspectives within your organization to drive innovation:

1. Encourage diverse teams: When forming teams and project groups, aim to have a diverse team of individuals who can bring different skills and perspectives to the table. Having a variety of views will foster more creative solutions and lead to better problem solving.

2. Foster an environment of open dialogue: Allowing people to openly discuss their ideas and experiences encourages idea-sharing amongst team members. Create a safe environment where everyone is open and willing to express their ideas and point of view.

3. Promote flexible working arrangements: Allowing for flexible working arrangements enables individuals to work remotely or in different locations, thus leveraging different perspectives. Making sure that everyone can stay connected and access all the resources they need is essential for collaboration and innovation.

4. Leverage technology and tools: Organizations can use technology to promote collaboration and idea-sharing across different locations. Utilizing tools such as video conferencing, online collaboration software, and cloud-based communication platforms will enable team members to exchange ideas effectively and stay connected.

In conclusion, diversity is a powerful source of creativity and innovation. Harnessing the power of different perspectives can lead to improved problem solving and productive solutions. By promoting an inclusive and collaborative work culture, organizations can best leverage different perspectives to spur innovation and drive positive outcomes.

Case Study 1 – Proctor & Gamble

Proctor & Gamble showed the power of leveraging different perspectives when launching their Swiffer mop product. In order to best assess the potential for Swiffer’s success, P&G assembled an R&D team made up of both men and women with varied experience in both household chore and chemical engineering. The team was able to identify potential issues with the product’s use within households and developed creative solutions, ensuring the success of the product in the market.

Case Study 2 – Microsoft

Microsoft showed the power of embracing different perspectives when developing their Kinect game console. Microsoft brought together a diverse team of engineers, designers, and software developers from a variety of cultural, educational, and technical backgrounds, and tasked them with the challenge of developing the console. The team was able to identify opportunities and potential pitfalls of the product, leading to the successful launch of Kinect.


Both of these examples demonstrate how organizations can effectively leverage different perspectives to develop innovative solutions and spur growth. By encouraging open dialogue, embracing flexible working arrangements, and leveraging technology and tools, organizations can best leverage the power of diversity and reap positive outcomes.

One of the great tools I haven’t mentioned that is very useful for increasing the effectiveness of innovation teams is The Nine Innovation Roles created by Braden Kelley, which has been translated into multiple languages and are used by innovation professionals in companies all around the world.

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