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CW Bulletin is the e-newsletter supplement to CW magazine. Sent each month to all members, every issue of CW Bulletin presents articles, case studies and additional resources on timely topics in communication.

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Building Successful Teams in the Midst of Transition

By Thomas W. McKee


Masters of Change

Some people seem to thrive on change. How do they do it? How do they manage change in a way that they not only survive, but also excel? They seem to make change work for them. Martin Luther King, Jr., Margaret Thatcher, Winston Churchill, Anwar Sadat, Nelson Mandela and Mother Teresa stood squarely in the center of change and controversy with resolute courage and determination. These leaders created their own opportunities to fight for what they believed in.

Each of these leaders were masters of change. One of the most significant essentials for success during transition is teambuilding. Leaders who can challenge, motivate and empower their teams through change are successful. Most change disrupts teamwork. The leaders who can keep their work teams focused during changes will have organizations and businesses that thrive.

A Parable for the 21st Century Leader

The leader who doesn't prepare team members for the future will wake up like Sergei Krikalev did in Russia. In April of 1991, the Leningrad native Krikalev was launched into space to orbit the earth for four months. While he was in orbit, the technical system that was to bring the cosmonaut back to earth, failed. His four-month trip lasted ten months, and when he returned to earth almost a year later, the world had changed. His country no longer existed. Mikhail Gorbachev had been replaced by a previously marginal politician named Boris Yeltsin. The Communist Party was out of power and in disrepute. Krikalev's hometown of Leningrad had been renamed St. Petersburg. His 500-ruble salary was significantly reduced by inflation and now was not enough to buy even a hamburger at the Moscow McDonalds. Krikalev's true story is a parable for the 21st century leader. We are experiencing the greatest era of change in human history.

Transitioning Through Culture Shock

The U.S. National Basketball Association (NBA) is going through a major transition as more players are international basketball stars. Valde Divac was one of the first outside-U.S born basketball players to be recruited to the NBA. When he stepped off the plane at the Los Angeles International Airport in 1989, L.A. Lakers' general manager, Jerry West, took one look at the scrawny, cirgarette-smoking Serbian and thought, "What have I done?" "He looked like a vagabond," West said. Divac and his wife Ana undertook intensive English lessons to make the transition. And Coach Pat Riley memorized 30 common basketball terms in Serbo-Croatian. But Divac says that language wasn't the only problem. "My first year was very tough. It was culture shock!"

Today, Divac, who plays for the Sacramento Kings, takes younger players like Hedo Turkoglu from Turkey, and Peja Stojakovic from Serbia-Montenegro, under his wing to help them with the culture shock.

Relying on a Strong Team

Small businesses also go through culture shock when they are in transition. I had the opportunity to work with a small business in Sacramento, CA that was facing a change that could have devastated their business. Capitol Periodontal Group is a growing periodontal practice of five doctors and about 35 employees. Dental specialists, such as periodontists, depend on general dentists as the gatekeepers for their continual referrals. When gatekeepers begin to recommend other specialists, business can eventually dry up. Several years ago, when one partner left the group, the general dentistry community wondered what was wrong. Why would one partner leave a thriving business to join another? The staff also struggled with this change since the one doctor brought in a great deal of business.

But Capital Periodontal Group focused on a strong strategic mission. They developed a transition plan and kept focusing on sound periodontal health care and building a team of caring workers. I facilitated several workshops on team and patient communication. In the past few years, the group has added two more doctors and is recognized as a fun place to work because of its team spirit. At a recent workshop, each of the doctors sat and listened to small groups of employees evaluate each doctor's communication skills. I have worked with a lot of businesses in communication. However, this is the first time I ever saw partners who listened carefully to their staff evaluate their communication skills with patients. No wonder they are growing and the staff enjoy working together.

Five Essentials

When taking a team through transitional times, we emphasize the following five essentials. Not only are each of these essential, but they are listed in the proper order. Each one builds upon the preceding one. Get one out of place and you disrupt the team. The five essentials are the basic outline of our consulting, training and development.

Essential One: Knowledge

Is your organization a learning organization? A learning organization includes the following characteristics:

1. A climate that encourages, rewards and enhances individual and collective learning
2. A view that holds surprises, mistakes and failures as learning opportunities
3. A desire for continuous improvement and renewal
4. A culture that integrates learning with work

Do you have knowledge workers or skilled workers?

Successful businesses today focus on knowledge workers. Knowledge workers are entrepreneurial, visionary and creative. They look at their job as a business and serve other workers in the company as their customers. Knowledge is the foundation for vision.

Essential Two: A Focused Vision

The team must have a unified vision. When a team has a well-developed vision that they have developed, they have the energy of a common cause. But it is important that the team vision is developed by the team, not by management. The team that creates its vision owns the cause. However, without knowledge, the team mission can be a false hope.

Essential Three: Faith

Doubt and skepticism will erode the team spirit. The dynamic team must have a strong faith and trust in the vision. However, faith is not stronger than the truth of its assumptions. Therefore, faith must be built on the first two factors: knowledge and vision. Faith without knowledge and vision is merely presumption.

Essential Four: Initiative

Peter Drucker says that "sooner or later all plans degenerate into work if anything is to be accomplished." How do you motivate your staff to do their part? You don't. Motivation is an inside job; it is internal. Therefore, daily initiative comes from making sure each person is doing the part of the whole that they feel they can best contribute to the overall mission. Initiative without knowledge, vision and faith is misguided energy. Without initiative, vision and faith are just a dream.

Essential Five: Training and Development

Jerry Rice, who still plays professional football at the age of 40, practices his basic skills by catching 100 balls each day. You would think that after almost 20 years of being an all-pro, he would know how to catch balls; however, Jerry Rice keeps developing his skills. No wonder he is one of the greatest to play the game.

The American Society of Training and Development found the following major competencies as models for human performance improvement, especially during times of transition:

Industry or corporation awareness
Leadership skills
Interpersonal-relationship skills
Technological literacy
Problem-solving skills
Problem-definition skills
Systems thinking and understanding
Performance understanding
Knowledge of interventions
Business understanding
Organization understanding
Contracting skills
Advocacy skills
Coping skills
Ability to see the big picture

Great teams are made up of knowledge workers, who have a focused vision, believe in their mission and empower each other with their initiative and skill development. Leaders who constantly emphasize these five essentials will be able to navigate their teams through times of transitions.

Thomas McKee is President and Founder of Advantage Point Systems, Inc. Read more about him at http://advantagepoint.com/staff/Default.htm or contact him at tom@advantagepoint.com.

Discuss this topic with other IABC members at: www.iabc.com/memberspeak.