35: Changing with Intentionality

Why do some complex changes stick, while others fail miserably – up to 70% according to the Gallop organization. How much of change failure is the lack of attention paid to planning, resources, and other technicalities of change, and how much responsibility falls on the shoulders of people leading or implementing the change? Listen in as marketing communications expert, Mark O'Brien – who has witnessed the good and the bad when it comes to change – gives his perspective.