A Few Thoughts on Transformational Change

        Change is a constant in every moment of our lives. But often, the changes that occur from second to second, minute to minute, or even month to month are so seemingly minor as to appear non-existent. Only when seen in aggregate from the long view do these small changes become apparent.

        The paint on the eaves peels at a microscopic pace from day to day. Suddenly we realize that the house hasn't been painted for 3 years, and a new paint job is in order post-haste. We look at a photo of family or friends taken a few years ago and grin woefully when we acknowledge that, a few strands at a time, some of those heads have gone gray-or shiny. Our house and our appearances have been transformed, but at an almost infinitesimal rate.

        Once in a while, rapid and sweeping change occurs. Sometimes such changes are physical- for instance, when a natural disaster levels a community within moments. However, the changes wrought within the human mind are often more dramatic and further-reaching than the chaos caused by the most forceful twister.

        In our family, we refer to these intuitive leaps as "ah-hah!" experiences. Think of the sleeping scientist who dreamt of snakes chasing their tails and awakened with an understanding of the previously baffling structure of the benzene molecule. Eureka! It's a ring! That morning, the molecular structure was no different than it had been the night before. On the other hand, science and technology were altered forever by human perception.

        This issue of the Marketer deals with transformational change. The first article, "A Cultural Transformation at GSA", demonstrates this principle in action. Three other articles--on risk allocation, the international marketplace, and marketing management--require us to look at things from a new vantage point. Standing in a different place is only potentially transformational. It's what you do with your new view that makes the difference. The process described in "Prepared for Action" might be characterized as a means of avoiding unplanned (unpleasant and undesirable!) transformation.

        Many years ago, one entire SMPS national conference focused on change. As marketers, we were then and are now called upon to be change agents, to embrace change, to strive for the paradigmatic shift. This year's national conference, Brain Waves, is aimed at helping us do just that. These descriptions of change are cliches only if we allow them to be so.

        A science fiction story whose provenance I can't recall talks about "having fun with your new head." I hope you do.