💎 How to execute change at a company

Let’s face it: change is hard. Whether you’re trying to overhaul a product strategy, implement a new process, or shift your company’s culture, change feels like a minefield. No matter how good your intentions are, it’s easy to make missteps, lose buy-in from key players, or find yourself tangled in resistance from every direction. So, how do you make it happen without your entire team cringing every time you use the word "pivot"?

After years of driving change within organizations—both as a product leader and a founder—I've learned a few things. Change doesn’t come from top-down mandates or fancy presentations. It’s about people, psychology, and patience. Here’s what I’ve found to be crucial when you're working to execute change at a company.

1. Start with the “Why”—and Make It Personal

I was once part of a company that decided to switch project management tools overnight. No explanation, just a company-wide email that said, “We’re using X now. Effective immediately.” The result? Chaos. People didn’t know why we needed to change, they liked the old system, and productivity took a hit as everyone grumbled their way through the transition.

The biggest mistake in executing change is failing to start with the “why.” It’s not enough to explain what’s changing—people need to know why it matters. And not just why it’s important for the company, but why it’s important for them. How will this change improve their day-to-day experience? How will it make their work easier or more rewarding? If you can’t make the case for that, you’ll lose your team before the change even begins.

Whenever I lead change initiatives now, I make it personal. I sit down with team members and explain how the change will benefit them. I ask for their input. Making the “why” crystal clear gives people a reason to buy in, rather than simply comply.

2. Communicate, Communicate, Communicate

It’s easy to underestimate just how much communication is required to make change happen. I’ve seen leadership teams roll out a major shift with a single presentation, thinking that was enough to get the message across. Spoiler alert: it wasn’t.

Change doesn’t happen in a vacuum. It requires constant communication. Not just about what’s happening, but about why it’s happening and what comes next. You’ll need to repeat the message—many times. People don’t always hear or internalize things the first time around, especially if they’re busy, stressed, or uncertain about the change.

The key is to communicate at every level: company-wide, team-wide, and one-on-one. And not just with formal emails or presentations. I’ve found that casual conversations, informal check-ins, and open forums where people can ask questions and voice concerns are invaluable. Transparency is critical, even if you don’t have all the answers. The more open and frequent the dialogue, the more trust you’ll build.

3. Understand the Resistance—and Listen to It

Change is uncomfortable, and it often stirs up resistance. But here’s the thing: resistance isn’t always a bad sign. In fact, it can be an opportunity to understand what’s truly important to your team. When people push back, it’s usually because they’re worried about something—whether it’s job security, added workload, or simply losing control over their routine.

I remember one particular rollout of a new system where we faced significant resistance from a key team. Initially, I thought they were just being difficult, but after digging deeper, I realized they had valid concerns about how the system would disrupt their workflow and increase time spent on admin tasks. Once we addressed their concerns and adjusted our approach, they were not only willing to adopt the change—they became advocates for it.

The lesson? Don’t dismiss resistance. Listen to it. Understand where it’s coming from, and address the concerns head-on. It may be that you need to adjust your approach or provide additional support. Resistance is just feedback in disguise.

4. Create Quick Wins to Build Momentum

When people see quick wins, they start to believe in the change. If they see early results that make their jobs easier or better, they’re more likely to stay on board for the long haul. Without these small victories, people can get discouraged, especially if the change process is slow or painful.

I worked at a company where we rolled out a new customer feedback loop. It was a significant change, and we knew it would take time for the results to fully materialize. So, we focused on finding small, early wins—faster customer response times, better alignment between product and customer support—and made sure to celebrate them publicly. This helped people see the value of the new system and built the momentum we needed to keep pushing forward.

Think of it like this: change is a marathon, not a sprint. But along the way, you need to celebrate the small milestones to keep morale up and remind everyone why the change is worth it.

5. Don’t Forget the Human Side of Change

One thing I’ve learned is that change, at its core, is about people. It’s easy to focus on the logistical side of things—the new tools, processes, or structures you’re introducing—but the human aspect is what really makes or breaks a change initiative.

I’ve seen companies roll out changes without considering the emotional toll it takes on their teams. Employees need time to adjust, space to process the change, and reassurance that they’ll be supported throughout. If you forget this, you risk creating burnout, frustration, or even resentment toward leadership.

My advice? Build empathy into your change strategy. Check in with your team. Acknowledge that change is hard, and let them know you’re there to support them. The more you can show that you understand their experience, the more successful the change will be.

Executing change in a company isn’t easy—it takes time, patience, and a deep understanding of your people. But when done right, it’s transformative. Whether you’re implementing a new system, shifting strategy, or driving cultural change, the same principles apply: start with the why, communicate constantly, and be prepared to adapt.

Above all, remember that change is a human process. It’s not just about what you want to accomplish, but how you lead people through the journey. When you approach change with empathy and transparency, you create a path for lasting impact. Let’s connect and discuss how we can collaborate to achieve your company’s success.

Onwards,