The Branding of "Change Agent" is up for grabs in the UK and US
October 6, 2006
Something must be in the water in Bill and Hillary Clinton's Chappaqua, NY home. Over the last six months, they have both used the term "change agents" in speeches to describe both the US Democratic and UK Labour parties. The latest use was in Manchester UK about a week ago, when Tony Blair asked the former President to speak at the annual Labour Party Conference.
I have been to Labour and Conservative Party conferences in the UK many years ago, as an intern for a political consulting firm. These events are filled with the most loyal of party members, known more for what they do to motivate the party foot soldiers than making hard news or policy shifts. In these settings, colorful language comes out and helps to position partisans- much like product branding. Too often, it is sloganeering that emerges, which is typical of a highly partisan setting. During Clinton's speech, however, he not only offers his prescription for the future of the embattled Labour party, but invokes a powerful idea that Harvard's John Kotter speaks about when it comes to change.
Kotter believes that urgency drives change within any organization. He suggests that 75% of an organization's leadership must be honestly convinced that business as usual is no longer an acceptable plan- only then can lasting change take root. Getting 75% agreement on anything is difficult, and reaching consensus on the need for change is even tougher.
During his speech, Clinton gives a new spin to Kotter's concept around change within an organization. He invoked a recent poll in the the UK’s Guardian newspaper which suggests that 70% of the United Kingdom now believes it is time for change (of leadership and therefore the ruling Labour party). In his always thought provoking way (lest petulant finger pointing in this instance), Clinton suggests to the Labourites that they should not be put off by the poll but embrace it in their strategy. He said:
"You should say: of course it is... It's always time for change in a great and dynamic nation. Do not let anyone ever present to your citizens any future choice... as change versus more of the same. You are the change agents in this great nation. You have been and you will be."
What Clinton really says in his speech is that the powerful branding of a party as a "change agent" is up for grabs in the UK. As someone who has now studied change and change agents for many years, Clinton's advice resonates. His subtle point will be worth some attention in the UK as Gordon Brown will likely take the leadership helm heading into their elections in 2009 (at the latest). Clinton's point is no less relevant for the Republican Party to consider. Analogous to the Labour party, they have been in power for many years, and their opposition will seek to exploit that notion as the US heads into the 2008 Presidential election.
Given that Hillary Clinton may very well run for President in 2008, and the fact that she has invoked the notion of being a change agent to Democratic audiences, it suggests that we may see an up tick in politicians embracing the term "change agent". The phrase is powerful. It is not a slogan, and when embraced well it sits with a powerful positioning in people’s minds. Those who use the term and present a compelling vision for the future may just get the power they seek. Let the battles for owning and living the phrase "change agents" begin. As the Clinton's know, it already has.
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