The current pandemic has created tremendous upheaval in the way we live our lives, both professionally and personally. Firms that wish to operate successfully in these circumstances have to adapt, and adaptation means change — changes in work environments, means of communication and processes. Change is never easy, and even if you are able to move the needle, ensuring the changes you implement are sustained can require tremendous time and effort.

As firm marketers, it is our job to implement changes to practices and policies that affect professional marketing and business development behaviors. For example, in light of the lack of in-person events, you might want to rollout a policy that encourages your professionals to use social media more or volunteer themselves for media interviews.

While creating change can be intimidating, you don’t have to do it blindly. Professional services marketers can use tried-and-true change management models to encourage change within their organizations. These models are meant to address some of the biggest obstacles to change while increasing the odds of sustainability over the long run.

Lewin’s Change Management Model. Developed by psychologist Kurt Lewin, this change management model sets out three distinct stages in the change process: unfreezing, changing and refreezing. Unfreezing is all about creating an argument for change within your organization and working to gain buy-in from key stakeholders. Changing is the process your constituents must go through to accept the change. Refreezing is about establishing stability once the change has been made so it becomes the new norm. To learn more about this model, click here.

Diffusion of Innovation Theory. Whenever a new technology is rolled out to the public, you are bound to have both early adopters and laggards. The same can be said about introducing new practices or policies to your firm. To understand the patterns of change in a group setting, you can use the Diffusion of Innovation Theory, which provides insights into the different categories of adopters so you can understand the path your change has to take to become widely accepted. To learn more, click here.

Kotter’s 8-Step Change Model. Developed by a professor at the Harvard Business School, this model provides changemakers with eight steps for implementing and sustaining change in their organizations. Key components of this model include creating a sense of urgency, forming a coalition and removing obstacles. To learn more, click here.

How Can Jaffe Help You Implement Change at Your Firm?

Whether you’re looking for innovative ways to conduct business development or you want to create a social media strategy to increase your digital presence, Jaffe can work with you to develop a change strategy. Our marketing and business development consultants have years of experience in rolling out new initiatives in all types of firm environments. Our goal is to understand the culture of your business so we can identify your organization’s unique obstacles and advantages, and help you create a roadmap that will set you up for sustainability, especially during this unpredictable time.

Want to learn more about how Jaffe can help you introduce change in your organization? Contact Terry M. Isner, Owner/CEO, Marketing & Branding, at