Leading Change: Lessons from Drucker and Cossman

Change is an inevitable part of life, and in the business world, it is crucial for organizations to not just manage change but to lead it.

According to management guru Peter Drucker, the key to effectively dealing with change lies in having a system in place that identifies, reviews, and adopts necessary changes periodically. Drucker emphasized the importance of innovation and marketing as the two critical functions of any business, asserting that they must work hand in hand to lead change successfully.

One individual who exemplified the attributes of a successful change leader was entrepreneur E. Joseph Cossman. Cossman's remarkable productivity and innovation in creating winning new products made him an expert in his field. One of his most notable innovations was the "ant farm," a toy that redeveloped a 19th-century concept for children. Cossman's changes, such as replacing the glass with clear plastic, made the toy safer, more affordable, and appealing to a mass market. His unique distribution system, which included a "livestock certificate" for the ants, further contributed to the success of the product.

Drucker's approach to leading change was equally distinctive. He advocated for taking the initiative to introduce change before competitors or higher authorities forced action. Drucker recommended establishing a review board to regularly assess proposed ideas and changes, considering their budget, strategy, potential problems, and impact on existing products and procedures. He emphasized the importance of addressing the effect of proposed changes on people within the organization, as resistance to change from those committed to the old ways can hinder successful implementation.

Drucker's insights highlighted that the size of the change itself is not as crucial as the advantage it creates. He urged organizations to innovate with purpose, focusing on the benefits that change can bring rather than solely pursuing change for its own sake. By following Drucker's principles and avoiding common pitfalls, organizations can build and maintain success through a continual stream of new ideas.

Leading change requires a proactive approach, combining innovation and marketing to drive meaningful transformations. Drucker's system, complemented by the innovative mindset of individuals like Cossman, provides valuable lessons for organizations seeking to navigate the ever-evolving business landscape. By embracing change, organizations can seize opportunities, stay ahead of the competition, and ensure long-term success.