Abstract:
The strategy and change management fields have developed new perspectives in recent
years. Studies show that a high percentage of strategic change efforts fail and it was
argued that one problem was the unsuccessful communication of the vision and strategy
to employees. This exploratory research studied the use of graphic facilitative methods
within the context of an organisation's strategic change process.
Phase one of the explorative study was carried out using the combination of interview
data, workshops and literature to identify emerging themes and to develop a conceptual
model. Phase two of the study was again exploratory but more focused on the themes
that had emerged from the preliminary study. Data was collected through interviews,
observational methods, survey and a more focused literature review.
Through the combined findings of the preliminary and focused study and from the
literature, the author established an understanding and theory of how the methods
contribute to improved strategy communication. The research has re-enforced the view
in literature that the strategy communication process will be more successful by
ensuring the strategy is driven by the right people and the strategy development is
realistic. The use of graphics, metaphors, stories and dialogue, in combination, can help
to improve the strategy communication process by conveying a clear strategic message,
by facilitating an interactive strategy communication process, by encouraging
communication in an open and safe environment, and because they are new, innovative
and different.
