Stop Planning, Start Prototyping Change: John Zeratsky

Here's prototype testing, hypothesis-driven change leadership, and the power of radical differentiation all rolled into one fascinating conversation.

I'm SO over slow, overplanned, change management disconnected from reality. That's why I brought in John Zeratsky, former design leader at YouTube and Google, who pioneered a process for testing new ideas in just five days.

John reminds us that every change initiative is "just a hypothesis until you test it." There's always something unknowable in anything new.

The magic happens when you move quickly from abstract to concrete — creating prototypes you can test rather than spending months in planning meetings. This approach builds clarity and enthusiasm across your team, and helps to persuade your stakeholders to commit.

Most change efforts fail because they're not different enough. Your team thinks it's revolutionary, but stakeholders barely notice anything's changed. John's differentiation process helps identify truly transformative approaches worth the inevitable disruption.

Want to make your next change project succeed? Stop with the jazz hands and vague promises. Test your hypotheses early, build quick prototypes, and ensure your change is genuinely different.

Change Signal. Cut through the blather, the BS, and the noise to find the good stuff that works in change management.

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