Robert Woodruff, President of The Coca-Cola Company from the 1923 to 1955, gave us two essential lessons to apply in leading change.

A Compelling Vision for the Future

“Within an arm’s reach of desire”

Woodruff’s desire was “when our customer wants our product, it is right there for them to enjoy”.  In the 1920s that was impossible, but his challenging vision sparked decades of innovations and improvements to make it a customer reality. His great Vision was focused on the customer.

The “customers” for successful change are the employees of the organization.  Focus on them, listen to them, influence them, meet their needs, and they will buy what you are selling.

A Challenging Inspiration

“The world belongs to the discontented”

Changes to the status quo that make our lives safer, more enjoyable, easier, more focused, more profitable, and more productive are generated by people who don’t want to maintain the status quo.  These people are discontented and are willing to get out of their comfort zone.

Without sufficient dissatisfaction, people will be disinclined to change.