Transformation efforts are often fraught with risk, and research shows that many initiatives end in failure. But failure isn’t a single, uniform outcome—it’s a multi-dimensional challenge that can strike at different stages and in various forms. In this episode, we’ll dissect the three different dimensions of transformation failure and explore strategies to avoid these pitfalls. Whether you’re leading a major transformation or a smaller-scale change, understanding these dynamics is crucial for navigating your journey to success.
Listen to this episode and discover:
- The four types of transformation failure and why you need to recognise them.
- Why and when failure is a good outcome to celebrate.
- Five tips to help avoid transformation failure.
The three dimensions of retail transformation failure
Not all transformation failures are the same. So to learn how to avoid failure, we need to consider three different dimensions.
Dimension 1: Types of Failure
The first dimension of transformation failure involves recognising that not all failures are created equal. In the episode, Oliver shared four primary types of failure: catastrophic failure, death by a thousand cuts, loss of energy, and missed expectations. Catastrophic failures are broad and far-reaching, causing major disruptions such as system breakdowns that impact operations or the entire business model. Death by a thousand cuts refers to numerous small issues that individually may not be critical but collectively lead to the transformation’s downfall. Loss of energy happens when a transformation initiative gradually loses momentum and fades away. Finally, missed expectations occur when the transformation doesn’t meet predefined timelines, budgets, or benefits, though these might not be outright failures, they are still perceived as such due to unmet goals.
Dimension 2: Stages of Failure
The second dimension focuses on the stage at which failure occurs within the transformation process. Early-stage failures happen during the initial phases of planning and defining changes, where investments are minimal, and adjustments can be made more easily. Mid-stage failures occur when solutions are being refined and tested, which might involve more resources and present a bigger challenge to pivot away from. Late-stage failures, often the most costly and impactful, occur post-launch, when the transformation has been implemented and any issues can have widespread implications. Identifying the stage at which failure occurs is crucial for understanding the extent of its impact and the appropriate response.
Dimension 3: Outcomes of Failure
The third dimension considers the outcomes or responses required when a failure is identified. Outcomes can range from reversing or rolling back the changes to returning to the previous status quo, stopping the transformation entirely and writing off the investment, or reviving and reinvigorating the transformation through a rescue operation. In some cases, there may be no further action needed beyond learning from the experience and making minor adjustments. Understanding the specific outcome necessary helps in devising a strategy to mitigate the failure and guides the next steps in the transformation journey.
Tips to help avoid failure
- Recognise Different Types of Failure: Understand that not all failures are the same. Differentiate between types of transformation failures to better address and manage them.
- Aim to Find the Failure Point Early: Adopt a “fail fast” mentality to identify and address potential failures early in the transformation process, which is less costly and less impactful.
- Embrace Failure as a Good Thing: Shift the cultural perception of failure to view it as an opportunity for learning and improvement. Celebrating and learning from failures can strengthen future initiatives.
- Take Intentional Action Against Avoidable Roadblocks: Proactively identify and mitigate avoidable challenges that could hinder the transformation process. Addressing these proactively can prevent many potential failures.
- Change the Approach if Facing Potential Failure: If the current strategy leads to failure, doing more of the same is unlikely to yield different results. Be prepared to take intentional, corrective actions to change the course for a better outcome.
If you’d like to know more about how to make your transformation initiatives a success, check out Oliver’s book: Driving Retail Transformation.
Pick up your copy of Driving Retail Transformation
‘Driving Retail Transformation: How to Navigate Disruption and Change’ is available wherever you buy your books. Written by the podcast host, Oliver Banks, the book represents the guidebook about how to embark on the challenging, dangerous but rewarding journey of change.
With a flexible framework at the heart, the book is both a thorough guide and quick reference resource to help your transformations succeed.
Find out more at DrivingRetailTransformation.com, including a sample to start learning more about the book now.
Listen to these additional episodes of the Retail Transformation Show
During epsidoe 294: The Inevitable Transformation Challenges, Oliver presents three truths and considerations when it comes to the inevitable challenges facing your change initiative.
In episode 287: Why The Change Is Not Realising The Benefits, you’ll discover the challenges and reasons about why the transformation may not deliver the benefits. This is a major challenge that will likely result in missed expectations, one of the types of transformation failure discussed in episode 307.
