In this first chapter, Kotter highlights that many change efforts within organizations have gone under many banners: total quality management, reengineering, rightsizing, restructuring, cultural change, and turnaround, to name a few. But they all have one goal in mind; to make fundamental changes to the way business is currently done.
Describe a change at your organization, or an organization you have worked for in the past, and highlight how the change was branded. Was the branding effective or unnecessary? Did the branding help communicate the change or muddy the waters? How did the way in which the change was branded affect the overall success of the change?
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