An exploration of the use of graphic facilitative methods within the strategic change process

The strategy and change management fields have developed new perspectives in recentyears. Studies show that a high percentage of strategic change efforts fail and it wasargued that one problem was the unsuccessful communication of the vision and strategyto employees. This exploratory research studied the use of graphic facilitative methodswithin the context of an organisation's strategic change process.Phase one of the explorative study was carried out using the combination of interviewdata, workshops and literature to identify emerging themes and to develop a conceptualmodel. Phase two of the study was again exploratory but more focused on the themesthat had emerged from the preliminary study. Data was collected through interviews,observational methods, survey and a more focused literature review.Through the combined findings of the preliminary and focused study and from theliterature, the author established an understanding and theory of how the methodscontribute to improved strategy communication. The research has re-enforced the viewin literature that the strategy communication process will be more successful byensuring the strategy is driven by the right people and the strategy development isrealistic. The use of graphics, metaphors, stories and dialogue, in combination, can helpto improve the strategy communication process by conveying a clear strategic message,by facilitating an interactive strategy communication process, by encouragingcommunication in an open and safe environment, and because they are new, innovativeand different.