Most change programs inside of companies don’t work because they address content (the knowledge, structure, and data in a company) or process (the activities and behaviors), but they never address the context in which both of those elements reside. The source of people’s action isn’t what they know but how they perceive the world around them…Context can be an individual’s mind-set or the organizational culture. It includes all of the assumptions and norms that are brought to the table. Context is perception, as opposed to facts or data. People don’t go off and design their context — they just inherit it.
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