According to Forrester Research, 70% of change management initiatives fail. That means 2 out of 3 attempts at change, whether that change constitutes a new systematic process or a new organizational structure, do not work out. But is there a story behind that number to explain why it's so high?

What if change is not being measured in 100% success rates, but on a sliding scale, where certain parts of implementation work, but along the way initiatives are changed and refined?

There is also the psychology behind change. Not matter what the change management initiative, change begins with people and their behaviors. Without the willingness to change on an individual level, change at a macro level will fail to take hold.

I wanted to take a deeper look into the reason behind the infamously high number of 70%, and possible approaches on how to avoid change management failure pitfall. This week's guest is well-versed in marketing and change management.

The Road Less Taken: From Government to Marketing

change managementIn episode #006 of the Columbus Marketing Show, I welcome Matt Minerd, Director of Marketing at Simonton Windows in Columbus, Ohio.

Matt received his education right here in central Ohio at the Ohio State University, with a focus on Human Ecology and Family Resource Management, before beginning his career in local government.

Matt worked in both the Ohio Senate and the Office of the Governor, as a policy assistant and campaign consultant, and then a legislative liaison. Matt then made the transition to Weber Associates, where he worked as a Marketing Project Manager for several years, among other positions.

Matt then brought his many years of marketing and consulting experience to Simonton Windows and his current position of Director of Marketing. Matt stopped by the studio to discuss the effects of change management in a corporate environment, specifically the challenges of change in the field of marketing, as well as sharing some of his own expertise on how to successfully implement change. Go ahead, turn up the speakers, click play and enjoy episode #005 of The Columbus Marketing Show!