In Digital Transformation, Stellar Adoption and Change Management Turn Failure into Triumph. Why? Inner drive outshines quick fixes. Ditch the bribes and threats. They backfire big time. They stomp on creativity and make change short-lived. Listen to Deci; he's got the data. You like rewards? Get ready for a tough U-turn. Excellent adoption and change management are the real game-changers. They take potential flops and turn them into long-term wins.
The Problem with Extrinsic Motivation in Digital Transformation
Let’s start with a classic example. A corporation specializing in healthcare products decides it's time to leave behind their legacy systems and shift to a global cloud provider. "Complete the migration within twelve months, and there's a big bonus for everyone," announces the CEO. The scramble begins. Deadlines loom. Teams rush, cutting corners, foregoing security protocols, and bypassing software testing. The result? A chaotic mess – I’ve seen it!. Data integrity is compromised, application functionality suffers, and customer trust wanes. More alarming, the culture within the company shifts toward haste over quality, and this shift is stubbornly hard to reverse.
The Value of Intrinsic Motivation
This scenario underlines the danger of relying solely on extrinsic motivators like bonuses. On the flip side, consider the power of intrinsic motivation, the internal desire to do something well for its own sake. Edward L. Deci's body of research strongly affirms the value of intrinsic motivation, especially in complex tasks requiring creativity and innovation, such as a large-scale digital transformation.
The Symbiosis of the innovation-decision process and Intrinsic Motivation
To practically marry intrinsic motivation with corporate strategy, let's look at Prosci’s® ADKAR innovation-decision model in a digital transformation context:
Awareness: Management could explain the urgent need for cloud migration—perhaps to enhance scalability, improve cybersecurity, or ensure data compliance. The "why" should be compelling enough to tap into employees' innate desire to contribute to the company's future success.
Desire: This step involves connecting organizational goals to individual benefits. For example, moving to the cloud could mean easier remote work options, something highly valued by many employees. This naturally increases their personal stake in the success of the transformation.
Knowledge: Here, the focus is on specialized training. Instead of generic tutorials, employees should be educated on how a successful cloud migration would significantly improve data accessibility and application performance. This understanding would not only deepen their skills but also their commitment to the change.
Ability: When the switch flips and it's 'go-live' time, it's not just about systems being ready. Your team must be ready too. They should handle the new tools and software smoothly in their daily work. This isn't an "optional" element. It's crucial. Offer on-the-job coaching early. Guide them as they navigate the new digital landscape. This hands-on support not only makes the transition less rocky but also builds confidence. It takes the edge off the learning curve and speeds up mastery.
Reinforcement: Recognition should come in the form of sincere, specific praise. If a team succeeds in migrating a critical business application seamlessly, acknowledge it. Actively track and share improvements in system performance, data analytics capabilities, or customer experiences. This transparency validates employees' efforts and gives them a sense of achievement, encouraging continuous improvement. Authentic reinforcement nurtures a culture of intrinsic motivation.
Careful Handling of Extrinsic Rewards
Extrinsic rewards, like cash bonuses or gift cards, aren't the enemy. But listen to Deci. He warns us to treat these rewards as affirmations, not bait on a hook. Here's the difference: An affirmation says, "Great job, you earned this." Bait tries to lure you into doing something you might not otherwise do. So when you give out these rewards, do it openly. Make the process fair and clear to everyone. No hidden agendas. No secret handshakes.
Why is this important? You're aiming to boost, not break, natural motivation. You want to affirm your team's hard work, not make them dance for a dollar. When rewards are fair, clear, and free from manipulative strings, they support, not sabotage, your team's inner drive. They keep people engaged in their work for the love of it, not just the loot.
Conclusion
In the grand scheme of corporate transformation, especially in technical leaps like moving from legacy systems to cloud services, relying solely on external motivators is a recipe for short-term gains but long-term pains. Fostering a culture of intrinsic motivation—where employees find internal satisfaction in contributing to meaningful changes—creates a sustainable path toward transformation. Coupled with structured change models like ADKAR™, this approach doesn't just tick off milestones; it makes the journey itself rewarding for everyone involved.
In short, tapping into the power of intrinsic motivation and aligning it with proven change management frameworks can make the complex journey of digital transformation not just a task to be completed, but a mission to be fulfilled.
© Al Lee-Bourke | Sept 2023
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