Why Change Is Hard

Generative AI is moving fast, but most organizations aren’t. Tim Creasey and Paul Gonzalez have spent their careers studying why. As leaders at Prosci, they’ve worked with thousands of teams navigating complex change, and in this episode they share what their research says about the human side of transformation.

They discuss why traditional tactics like comms and training break down in the face of rapid AI adoption, and how successful organizations create the conditions for people to actually change. From hands-on leadership and peer-driven learning to the power of experimentation and the ADKAR model, this conversation is packed with practical tools and hard-earned insights.

Tim and Paul also explore how AI is reshaping organizational structures, what “exposure hours” reveal about executive readiness, and why culture beats mandates every time. Whether you’re leading change or stuck inside it, this episode offers a grounded look at what actually works when everything is in motion.

Key takeaways:

• Bold vision is not enough - it also needs to be balanced
  The most effective AI leaders communicate both where the organization is going and what teams are doing right now to get there. Prosci’s research shows that near-term clarity matters just as much as long-term ambition.
• Leaders need to use the tools themselves
  Tim and Paul introduce the idea of “exposure hours” as a leading indicator of readiness. The more time executives spend actively experimenting with AI, the better positioned they are to lead transformation.
• Experimentation requires structure and safety
  Organizations can’t just tell people to try new things. They need to carve out time, reduce the stakes, and make experimentation a shared and visible part of how work gets done.
• Real change still happens one person at a time
  Despite all the new tech, the fundamentals haven’t changed. Individuals need awareness, desire, knowledge, ability, and reinforcement to adopt new behaviors. Prosci’s ADKAR model remains essential for making change stick.

LinkedIn: Prosci: LinkedIn
Website: Prosci | The Global Leader in Change Management Solutions

00:00 Introduction to Change Management and AI Adoption
00:25 Meet the Experts: Tim Creasey and Paul Gonzalez
01:51 The Challenges of Change Management
04:07 Generative AI Transformation: Unique Challenges
07:44 Key Ingredients for Successful AI Adoption
15:18 Building a Culture of Experimentation
20:43 The Role of Leadership in AI Transformation
25:54 Future Organizational Designs with AI
27:02 Disruptive Organizational Changes
28:00 Examples of Innovative Enterprises
28:15 Military Analogies in Business
29:30 Challenges in Organizational Change
30:36 Timeless Principles of Change Management
31:36 The Role of Leadership in Change
33:13 ADKAR Model for Change
35:51 Addressing Resistance to Change
40:05 Effective Communication Strategies
47:48 Concluding Thoughts and Reflections

📜 Read the transcript for this episode: Transcript of How Science Suggests You Change Your Organization - with Prosci’s Tim Creasey and Paul Gonzalez |

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Show edited by Emma Cecilie Jensen.