Chief Change Officer Podcast Episode #287: Richard H. Carson - The 39-Step Playbook for Change That Doesn’t Collapse — Part One
Release Date: April 10, 2025
Introduction to the Episode and Guest
In episode #287 of the Chief Change Officer podcast, host Vince Chen welcomes Richard H. Carson, a seasoned consultant, strategist, and organizational change management expert. This two-part series delves into Carson's comprehensive 39-step change model, aimed at facilitating sustainable organizational transformation without collapse. The conversation promises practical insights, honest reflections, and memorable stories from Carson's extensive experience across various industries and cultures.
Richard Carson’s Background and Journey
Richard Carson begins by sharing his eclectic career path, emphasizing a philosophy centered around "carpe diem" or "seize the day." Despite his initial aspirations to become an archaeologist, Carson’s journey led him through architecture, urban planning, community development, and ultimately into consulting. His transition was driven by a passion for solving organizational problems and a fascination with community dynamics.
Richard Carson [04:48]: "I have not... planned my career and taken a particular trajectory. I basically seized on opportunities, career opportunities as they presented themselves."
Carson highlights his tenure as the regional planning director for the Portland Metro area and his advisory roles to three governors of Oregon, showcasing his ability to handle large-scale community and organizational challenges. His shift to consulting was sparked by a performance audit experience that ignited his interest in organizational psychology and change management.
The Nature of Change in Organizations
The discussion moves to the inherent challenges organizations face when implementing change. Carson asserts that many entities approach change with a narrow focus, often misidentifying symptoms rather than addressing root causes.
Richard Carson [09:00]: "Chances are they're wrong. Chances are that isn't the actual problem—the problem. It's a symptom of something else."
Carson explains that his approach begins with comprehensive engagement across all organizational levels to uncover the true issues before proposing solutions. This method contrasts with traditional consulting practices where recommendations are often top-down and detached from the organization's daily realities.
Evolution of Change Management Models
Vince Chen inquires about the historical context of change management models, prompting Carson to reflect on the evolution from Kurt Lewin's foundational work.
Richard Carson [19:34]: "All these models since 1947 have followed that basic three phases one way or another. Sometimes it's five, sometimes it's seven. But they all basically say you go in and shake it up, you reform it, then you maintain it."
Carson reviews key milestones in change management, including Lewin’s three-phase model (Unfreeze, Change, Refreeze), Ross’s stages of grief as a metaphor for change, and Edward Deming’s statistically driven approaches tailored initially for the Japanese automotive industry. He observes that despite the proliferation of new models, the core principles largely remain rooted in these early frameworks.
Carson's People Sustained Change Management Model
Distinguishing his approach, Carson introduces his proprietary model: People Sustained Organizational Change Management. This model builds upon traditional frameworks by deeply integrating the human element into every phase of change.
Richard Carson [24:14]: "Organizations consist of people. And it's people that are the problem, people that are the solution."
Carson critiques existing models for their lack of emphasis on employee engagement and buy-in. He argues that sustainable change cannot occur without involving the entire organization, ensuring that every member has a role and stake in the transformation process.
Steps in the 39-Step Playbook
Delving into the specifics of his model, Carson outlines the 10 preliminary steps that lay the foundation for his detailed 39-step process:
- Problem Identification & Scoping: Clearly defining and understanding the issue at hand.
- Kickoff Meeting: Engaging the entire organization through interactive sessions rather than impersonal communications.
- Data Collection & Assessment: Gathering comprehensive data, including statistical analyses and stakeholder feedback.
- Stakeholder Engagement: Meeting with all relevant parties—vendors, consumers, employees—to gather diverse perspectives.
- Organizational Change Diagnostics: Applying diagnostic models akin to medical assessments to identify organizational "ailments."
- Change Implementation: Mapping processes and re-engineering workflows to address identified issues.
- Locking in Change: Ensuring the change is ingrained through leadership coaching, staff training, and Total Quality Management (TQM) practices.
- Maintaining the Model: Establishing multi-year strategic plans and feedback loops to continuously monitor and sustain change.
Richard Carson [30:01]: "No one has had any input... a lot of times what happens is it won't work because the consultant didn't dig down in the organization to find out what the real problem was."
Carson emphasizes the importance of tailoring each step to the unique needs of the organization, ensuring that change is not only implemented but also maintained over time.
Practical Implementation and Examples
Throughout the episode, Carson shares real-world examples to illustrate his model's effectiveness. He recounts his experience with a Southern California county government where superficial problem statements masked deeper organizational issues. By engaging with frontline staff and stakeholders, Carson was able to uncover underlying problems and provide actionable recommendations that garnered wider acceptance and participation.
Richard Carson [14:22]: "Look, if you do this, if you work on this, your life, your career, your work environment will be better, not worse."
This approach contrasts sharply with leaders who impose change through threats and top-down directives, which Carson notes leads to significant resistance and fear among employees.
Conclusion and Next Steps
As the episode draws to a close, Vince Chen recaps the key takeaways, highlighting Carson’s critiques of traditional models and the emphasis on human-centric approaches in his 39-step playbook. Carson teases the continuation of the discussion in Part Two, promising deeper insights into the practical application of his model and the human elements that consultants often overlook.
Vince Chen [33:30]: "We've heard how Richard stumbled into consulting, survived a time tracking nightmare, and started seeing patterns in all the wrong problems. But next we get into the real playbook, the Book of Change. Why 39 steps might not be too many and human stuff consultants usually skip."
Listeners are encouraged to subscribe, leave reviews, and follow the podcast on various platforms to stay updated on the upcoming episode.
Notable Quotes
- Richard Carson [04:48]: "I basically seized on opportunities, career opportunities as they presented themselves."
- Richard Carson [09:00]: "Chances are they're wrong... It's a symptom of something else."
- Richard Carson [19:34]: "They all basically say you go in and shake it up, you reform it, then you maintain it."
- Richard Carson [24:14]: "Organizations consist of people. And it's people that are the problem, people that are the solution."
- Richard Carson [30:01]: "No one has had any input... it won't work because the consultant didn't dig down in the organization to find out what the real problem was."
- Richard Carson [14:22]: "Look, if you do this, if you work on this, your life, your career, your work environment will be better, not worse."
- Vince Chen [33:30]: "Why 39 steps might not be too many and human stuff consultants usually skip."
Final Thoughts
Richard Carson's People Sustained Organizational Change Management model represents a significant advancement in the field of change management, placing human engagement at the forefront of organizational transformation. By addressing the limitations of traditional models and introducing a detailed, actionable framework, Carson provides leaders and consultants with the tools necessary to implement lasting change that truly benefits both the organization and its people.
Stay tuned for Part Two of this insightful conversation, where Carson will delve deeper into the 39-step playbook and share more practical strategies for effective change management.
Follow Chief Change Officer:
- LinkedIn: @chiefchangeofficer
- Apple Podcasts: Chief Change Officer
- Spotify: Chief Change Officer
- YouTube: Chief Change Officer
Join 130,000+ Followers and Start Your Transformation Journey Today!