BetaCodex02 - Presenting the Double Helix Transformation Framework

Make it real!

Introducing the
Double Helix Transformation Framework (DHTF)
for BetaCodex Transformation
and Profound Change

BetaCodex Network Associates
Niels Pflaeging – Gebhard Borck
White paper
February 2008

Getting from the now obsolete tayloristic model to the emerging
new model “beyond budgeting“ requires transformation.

Centralized Decentralized
hierarchy, network,
“command and “Sense and
control“ respond“

Transformation of:
•  Leadership principles
•  Performance
management principles
•  Values, systems, culture Relative
strategy performance
•  Business models contracts
•  ...
Fixed
performance
Dynamic
contracts
coordination
Fixed processes Dynamic
processes
control
Double Helix Transformation Framework © Niels Pflaeging & Gebhard Borck – All rights reserved

There are many pioneers of the new model, worldwide.
But only very few of them have undergone transformation.

Selected pioneers of the model

In the 70s

In the 50s
In the 90s

In the 90s
In the 80s

In the 90s

Pioneers that went through transformation


Principles first: Underlying assumptions for a management
model transformation based on beta codex laws

1.  Organizations are “systems”. So they have to be transformed as such.
Thus, finance people cannot do it alone.
(And it's actually much more fun approaching change holistically.)
2.  A systemic view of the change process:
don't plan too far ahead – follow the energy!
3.  “It's all about human nature”.
Apply “Theory Y” rigidly!
4.  Abolishing budgets is just 0,5% of the project (and not the difficult bit).
Creating an entrepreneurial devolved network is key to the “new” model. Which
means changing hundreds or thousands of mindsets.
5.  People in the organization have to do this themselves!
The role of consultants and change experts:
give advice, don't make decisions or start “implementing” for the client.
6.  Everyone's communication styles and behavior patterns must change.
Transformation thus requires “people” specialists, coaching and some training.
7.  “Mature” cases and the model itself are key to making the vision palpable.
But it is equally necessary to apply more “emotional” techniques and metaphors.
8.  “Community” is a foundation to successful implementation, because it
provides orientation – the BetaCodex Network is the cornerstone of this community

“Management model” transformation
requires a fitting framework to approach the change itself!

Only a change
philosophy that is
coherent with the new
model can get you Relative
strategy performance
there! contracts

Fixed
performance
Dynamic
contracts
coordination

control

Part I of the “Double Helix” transformation framework:
A process model for organizational change
Reference
s

Organizati
onal
change pro
cess

1. 2. 3. 4.
Create a Pull 5. 6.
Develop Communi- 7. 8.
sense of together a Empower Produce
change cate for un- Don't Create
urgency guiding all others short-term
vision and derstan- let a new
coalition ding and to act wins
strategy up! culture
buy-in

John Kotter (HBS) presented this change management model first in a Harvard Business
Review article, in 1994, and then in his groundbreaking book “Leading Change“. Since
then, Kotter has elaborated on that concept, publishing books on practical cases and tools,
and also, recently, a fable on change called “Our Iceberg is melting“.

What to do when in the process?
Two examples

•  Create array of larger Task Forces to change
organizational structure, management
processes and business processes
Organizati •  Align projects and decision processes
onal
change pro with 12 principles and the values defined in the
cess case for change

1. 2. 3. 4.
Create a Pull 5. 6.
change cate for un- Don't Create
urgency guiding all others short-term
vision and derstan- let a new
coalition ding and to act wins
buy-in

•  Write the case for change
•  Build awareness through selective
action (e.g. abolishing budgets)
•  Win hearts and minds, train for
empowering leadership styles and
more transparency

For this dimension of transformation, we use not only Kotter´s
change concept , but also Our Iceberg Is Melting book and tools
Reference

•  Not so much a book… but an organizational change
methodology (Kotter´s 8-step process) and a powerful
metaphor with which everyone in an organization can relate.
•  Archetypes, phases, and situations in the story help to deal
with risks and resistance, and to create a common language
within the guiding coalition.
•  Tools derived from story and method can serve as a basis
for
  “initiative branding”
  process “temperature measurement”
  initiative/task force management
  confronting resistance
  internal communication

Paradigma Leadership Workshop, Apr 2007

Logoplaste Leadership Workshop, Mar 2007

Even though the Kotter process is coherent with transformation,
this approach by itself cannot suffice.

•  The problem: A process model for changing teams or the organization as
a whole doesn't cope with the full challenge we are facing in transforming
from command and control to “beyond budgeting”.
•  There is another dimension to change. One that is not related to groups
or the organization as a social organism, but that has to do with
each individual's transformation journey.
•  To achieve true organizational transformation, thus, another
dimension, or helix string, has to be added to the framework.


Part II of the “Double Helix” transformation framework:
a process model for personal change
Reference

3. Beginning

2. Neutral Zone

1.  Ending

al
In dividu cess
chan ge pro

Consultant William Bridges published his landmark book “Managing Transitions” in 1991.
His concept is based upon the observation that in order to change as a person or start
something new, you have to go first through a stage of “Ending” or “unloading your
baggage”, followed by a path through the so-called “Neutral Zone”.

Putting the “Double Helix” together.

Organizati
onal
change pro 3. Beginning
cess
2. Neutral Zone
1. 2. 3. 4.
Create a Pull 5. 6.
change cate for Don't Create
urgency guiding under- all others short-term
vision and let a new
coalition standing to act wins
and buy-in

1.  Ending

ual
By combining one concept with the other, a completely new kind of change initiative
Individ rocess
ep
framework emerges: One in which the two different dimensions of profound change –
chang
organizational and personal – are intertwined and inseparable. The double helix framework
allows for a far richer and more “realistic” perception of profound change processes.

This process is systemic and not like “project management“,
but it can be guided and “temperature“ can be taken at any time

Status of the project

1. 2. 3. 4. 5. 6. 7.
Create a Pull together a Develop Communicate Empower all Produce Don´t
Phase in % sense of guiding change vision for understan- others short-term let up
urgency coalition and strategy ding and to act wins
buy-in

1.  There is a strong guiding coalition that sustains the transformation.
2.  All over the organisation, “profound change“ is considered an issue.
3.  Different groups in the organisation (task forces) already work on specific changes.

Two full-fledge beta codex transformations
that we have been guiding as advisors

Logoplaste, Brazil Paradigma group, Germany

FIRE
Decentralize – Lead - Grow Flexible - responding adaptively to market demands
Preparing Logoplaste for growth Integrated - all involving all organization members
Respectful - in dealing with people and environment
Erfolgreich (successful) - as an organization and as
individuals

Make it real!

www.betacodex.org

Gebhard Borck Niels Pflaeging Valérya Carvalho
gebhard@betacodex.org niels@betacodex.org valeria@betacodex.org
gberatung.de nielspflaeging.com Betaleadership.com
Pforzheim, Germany Sao Paulo, Brazil Sao Paulo, Brazil

Get in touch with us for
more information about
leading transformation with
the BetaCodex and the
Double Helix Framework, or Andreas Zeuch Silke Hermann Markus Schellhammer
ask us for a workshop az@a-zeuch.de silke.hermann@ markus.schellhammer@
proposal. a-zeuch.de insights-group.de my-online.de
Winden, Germany Wiesbaden, Germany Zurich, Switzerland

BetaCodex02 - Presenting the Double Helix Transformation Framework

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BetaCodex02 - Presenting the Double Helix Transformation Framework