MIT Sloan Management Review Article on Changing How We Think About Change
- 5m
- B. Tom Hunsaker, Jonathan Knowles, Richard Ettenson
- MIT Sloan Management Review
- 2020
Innovation is not in itself a strategy but the mechanism for achieving a change in either magnitude, activity, or direction. A major challenge for business leaders is knowing when to stay the course and when to change direction. There is conflicting advice.
Change can involve magnitude, activity, or direction, and the first step toward a clearer vision for change is to clarify what form of change should be considered:
- Magnitude: We need to enhance our execution of the current path.
- Activity: We need to adopt new ways of pursuing the current path.
- Direction: We need to take a different path.
About the Author
B. Tom Hunsaker is the associate dean of innovation and a global strategy professor at the Thunderbird School of Global Management. Richard Ettenson is a professor and the Thelma H. Keickhefer Fellow of Global Marketing and Brand Strategy on the global business faculty at the Thunderbird School of Global Management. Jonathan Knowles (@typetwo) is CEO of Type 2 Consulting, based in New York.
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MIT Sloan Management Review Article on Changing How We Think About Change
