Talking about change today: how organisations build shared purpose and effect change. But who owns the story?
If the change story is owned by the organisation, it can be formal, yet ineffective: it’s often abstract, overly directive and not immediately relevant to the individual. We can get around this if the change story is co-created: co-owned with the momentum of the community behind it.
Sometimes change is owned by an individual: this can make the voice weak (although social forces of amplification can make it loud: see Social Leadership and Authority). Occasionally though, nobody owns it. We leave the story to wither by itself. It’s lost, purposeless.
In the Social Age, the best change stories are co-created and co-owned, amplified by the individuals, but never left alone, lost and unloved.