After years of growth, the processes at a medium-sized machine and plant manufacturer had reached their limits in terms of complete order processing. The complete processes from request for quotation in sales, engineering, purchasing, production to logistics and installation were recreated and mapped in SAP. The project management did not commission an elaborate communication concept for this complex change project.

After more than two years of project duration, the acceptance of the vision determined in employee surveys was zero. The managers were no longer willing to provide additional personnel resources. My task was to resolve this situation and ensure the progress of the project.

Unusual situations require unusual measures

It was clear to me that conventional tools such as team events or PowerPoint presentations, which often only provide information, would not get us anywhere in this deadlocked situation. My strategy was aimed at putting those affected in a situation in which they become aware (for the first time) of the changed processes and the associated organizational changes, come to terms with them - and at best begin to discuss them with each other.

The core of my communication strategy is a hidden object picture. Some people will remember it from their childhood. A hidden object picture is a large picture that shows many different figures and actions simultaneously in one picture. Due to the abundance of details, the eye cannot perceive everything at once, but has to deal with every single detailed scene.

The plan was to depict all the problems in the process to date, which were identified in the analysis phase of the change project, in a comic drawing. This also included uncomfortable truths, such as when money was literally thrown out the window. The presentation as a humorous comic was intended to reduce the defensiveness of the criticized areas. The new, ideal process is juxtaposed directly with the old world.

The decisive moment comes in the second step. The resulting large poster is presented in several group meetings of around five people without comment. What follows is highly interesting. After some initial irritation on the part of the participants and to break the awkward silence, someone always begins to describe out loud what they see in the picture. It wasn't long before others in the group disagreed, or at least started asking questions. This was the moment when the participants were “inside the topic” and not just consuming and forgetting.

Project steps in detail

1. Analysis of the project results to date
2. Implementation of the points of criticism and effects in scenes
3. Conversion of all scenes into a hidden object picture
4. Several workshops in small groups, confrontation with the old and new world, including discussion
5. Manual explaining all scenes in the old and new world
6. Inquiry of the mood in an employee survey