If marketing is dating, change management is like a marriage that constantly needs some spice. In this conversation, Nellie speaks with Stacey Taylor, VP of Implementation and Change at Visa, about the glaringly obvious overlaps between marketing principles and successful organizational change. “Everyone says change is hard, but nobody says marketing is hard,” - despite both disciplines aiming to shift human behavior. 

Discover Stacey's ACT framework (Audience, Connect, Tune) that applies marketing mindsets to transformation challenges, learn why segmenting employees like customers leads to dramatically better results, and explore how "influencer marketing" tactics could drive adoption rates up by 70%. 

Whether you're leading a change initiative or curious about more effective approaches to transformation, this podcast reveals why the best change leaders think like marketers.

00:00 - Introduction: Why marketing skills transfer to change leadership

01:40 - The three not-so-obvious overlapping skillsets between marketing and change management

02:35 - Building loyalty and commitment: Rewarding people for sticking with transformation

03:47 - Channel marketing in change: Getting the right message to the right people

05:33 - Why people think change management is hard but don't say marketing is hard

07:10 - The dating (marketing) vs. marriage (change management) analogy

08:15 - The ACT framework explained: Audience, Connect, Tune

09:10 - Audience: Making it your job to constantly understand employee sentiment

11:17 - Connect: Building trust through transparency and consistent communication

12:24 - Tune: Listening and adapting to feedback throughout the transformation

13:28 - Where to find useful audience data in organizations with limited HR insights

15:36 - How AI can enhance audience understanding for change leaders

16:42 - Applying influencer marketing principles to change management

18:23 - Why transparency about limitations builds more trust than highlighting only benefits

20:30 - Case study: How a telecom company increased field performance by 70% using audience segmentation

23:44 - Case study: How Diversified's CEO led transformation through empathy and transparency

26:16 - Marketing approaches change leaders should avoid: Demand generation and gimmicky campaigns

----

Connect with:

Nellie Wartoft

CEO of Tigerhall

Chair of the Executive Council for Leading Change (ECLC)

[email protected]

----

Breathe by RYGO | https://soundcloud.com/francesco-rigolon

Everything You Need Is By Your Side by Vlad Gluschenko |

Music promoted by https://www.free-stock-music.com

Creative Commons / Attribution 3.0 Unported License (CC BY 3.0)

https://creativecommons.org/licenses/by/3.0/deed.en_US