Amid times of sweeping organizational change, good leaders understand that a major part of their job is to manage this change while still maintaining their organization’s mission and purpose.
Peter Drucker (1909-2005), often known as “the father of management thinking,” noted that the late 20th-century global economy was built on profound and permanent changes over the status quo that had been obtained in previous centuries. Drucker came up with the term “change agents” to describe individuals and organizations that consistently get out in front of change by proactively leading instead of simply reacting.
Drucker, born in Vienna during the waning days of the Austro-Hungarian Empire, came of age during a time of accelerated change on multiple fronts: economic, societal, political, and cultural. After working in journalism in Germany in the early 1930s, he escaped to the United Kingdom as the Nazis took power. He soon settled in the United States, where he taught at New York University and, for the three decades preceding his death, at Claremont Graduate University in California.
His early book Concept of the Corporation distilled his research into the nature of corporations as social institutions, based on his study of General Motors. He went on to write numerous books on management, business, entrepreneurship, and the evolving characteristics of industrial society in the modern age. During his lifetime, Drucker greatly influenced other thinkers and practitioners in business and management, and he achieved worldwide renown for the originality, incisiveness, and practical utility of his ideas and analyses.
As Drucker saw it, for an organization to survive, it must become a change leader.
Today, the Drucker School of Management, the business school of Claremont Graduate University, continues to instruct new generations of leaders in his philosophy. Here is how the school has summarized Drucker’s five key attributes that define a change leader:
1. They question, seek information, and communicate
A change leader asks questions, digs deeper for accurate information, and assembles data to yield meaningful patterns and actionable intelligence. Change leaders cross organizational and conceptual boundaries, searching out useful information and strategies wherever they may be found. They also leverage the data-driven insights they gather as evidence for tracing likely paths the future could take.
Peter Drucker, as someone who primarily considered himself a “social ecologist,” posited a view of a change leader as someone who is an excellent listener and communicator. Change leaders are particularly adept at observing and analyzing their environments and in practicing the art of active listening when interacting with others. They look not only for what has been explicitly articulated but also for what isn’t being said.
Drucker also offered five central questions that change-agent managers must ask about their organizations. They are:
- What is the organizational mission?
- Who are the organization’s customers?
- What is important to these customers?
- What results has the organization achieved?
- What is the organization’s plan?
2. They focus on marketing and innovation
According to Drucker, a change leader views all insights through the lens of marketing and innovation, the two main functions he identified as being central to any business.
This focus means that change leaders have built up a broad and deep understanding of exactly who their primary customers are and what these customers value most. Using this understanding, a change leader filters out the noise to hone in on the essentials of how to solve customers’ problems better and how to offer even greater value to customers.
Drucker recommended that an executive also needs to understand how to balance the need for leading change with the need to maintain an adequate level of continuity. He believed that an appropriate measurement for achieving this balance was to devote about 10 percent to 20 percent of time and resources to strategizing for the future.
3. They emphasize boldness, strategy, and calculated risk
Drucker also believed that part of a change leader’s job is to use a bold approach where needed, putting calculated bets on the best available strategic options. In other words, a change leader knows when and how to show moral courage and take a chance.
Drucker once elaborated on this idea by saying that whenever a business becomes successful, there is a leader behind it who acted bravely and decisively. In his assessment, a risk-avoidant leader and one who embraces risk make about the same number of major mistakes in any given year anyway. So, the risk-taker ultimately comes out ahead simply through the value of action over inaction.
4. They are constantly moving forward
A true change leader knows when to move on from traditional ways of doing things, even as they continue to look for opportunities to improve an organization in the future. It may sound simple, but Drucker’s insight is quite profound. To achieve new success, a change leader needs to first stop doing something old that is no longer effective.
Drucker noted the common tendency of humans in organizations to remain committed to outmoded policies and procedures, things that once may have worked and been successful, but have either outlived their usefulness or been shown as less effective than previously believed.
5. They practice good management
Despite their full embrace of innovation, strategy, and decisiveness, change leaders are also at their core skillful managers. Their ability to orchestrate the delicate balance between continuity and change plays out across three spheres: the business of the organization itself, the work of their fellow leaders, and the efforts of front-line employees.
Again, “balance” is a key word for understanding Drucker’s perspective. An exceptional manager/change leader understands how to recalibrate the organization’s operations and responses according to the changes being imposed upon it from outside while also seizing opportune moments to shape the future in line with organizational goals.
This requires the ability to grasp the significance of trends happening at the moment, as well as the capacity to see beyond what may be the present moment’s chaos to identify new possibilities for positive change and growth.