It’s not just about making a change, a big step, or new look.
An insurance company I used to work for had [has] this problem. When attempting to change the legal scripts that get read out to the customer; they tried to make them sound, well – less legal.
After the lawyers have been in, things can sound, well just plain aggressive. Things can sound boring, and dull. Lawyers have certainly not been known for being inspirational with words, at least not on mass.
After a while, I was drafted in to put a bit of creative juice into the project. We worked hard, to fight the autocracy and bureaucrats, to make it sound better. Finally, after a long hard slog, we got there.
It was sounding beautiful, eloquent, and delectable even.
Sure, it wasn’t perfect – but it was in a land far, far away from where it began. Progress!
Of course, then what happens?
Off they trot, the creative people, “ok, we have it from here” say the management. They’re released from their cold sweats, and are no longer panicky about some creative having them by the balls. Boy do they hate it when creative people are on a roll. So, the second they can take control back – they jump. Pounce might even be a better word.
They see the positive change, and run with it. But old habits die hard and slowly as more “progress” is made, little bits change for the worse. Soon, those little bits add up. Soon, there’s a whole lot more jargon. Soon, it starts to sound harsh, and brass. Alas, the product changed, but the culture did not – and it’s the culture that guides everything. After only a few months, the product is heading right back when it came from, the comfort zone.
You have to change the culture, or it’ll come right back and bite you in the ass.
