active and visible sponsorship

Too often executive sponsors engage early in projects and then move on to other business priorities. The role of sponsorship, however, is just as critical during implementation as it was during the launch of a project. Senior managers must be willing to interact on a personal level and be visible throughout the entire change process. 

A senior manager for a government agency scheduled a face-to-face meeting with her managers and supervisors to review a new organization structure and strategy for the upcoming year. Some members of the leadership team were surprised that the supervisors and managers in attendance were criticizing the new direction. Despite complete and concise communications sent out months before the meeting, resistance to change was evident among many managers. When it became clear that forward progress was stalled, the senior executive changed the agenda. She requested that the group split up and document their specific objections in breakout sessions. Later she candidly addressed each objection, head-on and face-to-face. The discussions were not rushed nor were any questions out of bounds. She actively and visibly engaged in sponsoring the change. She was present to address the hard questions. The leadership team was surprised to find that by the end of the second day, much of the conversation had shifted from "This is why we should not do this change" to "What do I need to do to get my group on board?" In this example, the senior executive demonstrated active and visible sponsorship of the change. 

Jeffrey M. Hiatt

ADKAR: A Model for Change in Business, Government and our Community. 2006. Prosci Research. p.81