Case Competition

Motivate to Elevate //Transformative Change at Biscuit & Co

Section 021: Brandon Cordova, Tiffany Bui, Julianna Martinez, Jessica Pham, Christina Nguyen, Tisha Dinh

START

*Speaker notes*

• Importance of communication -> analyze communication problems (Managing Emotions), using positive language
• Managing conflict -> aggression & stress
• building trust -> rapport with Eastern & employees (outside of work activities, events, etc.)

Motivate to Elevate: Transformative Change at Biscuit & Co

index

04

01

Building Trust

Case Background

we can move these sections around

Creating a Culture of Change

The Importance of Communication

05

02

06

03

Empowering Employees

Managing Conflict

Case competition fall 2023 section 021 group 1

*Speaker notes*

• creating a culture of change -> nvolve resistant staff early in change planning to get buy-in
• empowering employees -> provide training and coaching to help people adapt to new processes and responsibilities (especially tech stuff for older employees) (younger interns to help and receive mentoring from)

Motivate to Elevate: Transformative Change at Biscuit & Co

Relevant characters

titles and roles

Andrew Eastern [Biscuit & Co MD]

Peter Smith [Operations]

Richard Murphy [Marketing Director]

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Motivate to Elevate: Transformative Change at Biscuit & Co

Current SITUATION //CLIENT

Murphy's proposals got rejected. Tension rose and strained relationships with co-workers, especially Peter Smith and Andrew Eastern.

MUrphy faces issues in motivating change

• Departments clashed against each other
• Team Murphy [Marketing and Sales Department]
• Team Smith [Finance and Operations Department]
• Murphy took charge
• Escalated the conflict
• Internal Sabotage
• Murphy's ideas and changes led to the company to success
• But at what cost?

Motivate to Elevate: Transformative Change at Biscuit & Co

Mitigation //Importance of Communication

Maintaining trust and transparency

Levels of Communication-Dyadic [inter- and intrapersonal] -Small group -Shared Meaning -Mass Communication

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Motivate to Elevate: Transformative Change at Biscuit & Co

INTENTION //FUNCTIONS of Communication

Systemic Function

Literal function

Figurative Function

Informative Function

Communication is built within an organization to serve as a tool.

Sense making, providing meaning.

Represents an organization's identity, missions and values.

Ensures facts and data support informed actions.

Motivate to Elevate: Transformative Change at Biscuit & Co

SUCCESSFUL COMMUNICATION //MARKETING

HIGH CHANNEL RICHNESSface-to-face Conversations, Video Conferences, Telephone Conversations,Live speeches -Rapid Feedback, Make it personal

-Identifying target audience -Defining Objectives -Design -Communication Channel -Measuring Process

Motivate to Elevate: Transformative Change at Biscuit & Co

Adapting to change

Recognize what does not work within the company Market changes Outside resources

PROPOSED SOLUTION //Managing Conflict

Shifting colleagues' perspectives toward a more positive outlook

Main Conflicts

1. Adamant views about the company’s current trends and trajectory
2. Interpersonal dynamics that require solutions
3. The need for strengthened leadership within the company

Murphy is not a threat, but a friend

Unafraid of demonstrating strong leadership skills

Directly addressing concerns Inspiring trust & confidence Showing empathy & understanding

Conflict Resolution

Motivate to Elevate: Transformative Change at Biscuit & Co

Repairing Relationships & Gaining Buy-In//Building Trust

Affirm Directive Influence

Quick Wins Build Momentum

presenting aligned leadership

• Phrase recommendations as asking for advice rather than directing change
• Use tentative vs definitive language
• Understand others’ motivations
• Swallow own pride when necessary

• Identify and address voiced frustrations
• Choose issues w/ broad agreement
• Start w/ small, low-risk changes first to show benefits and build trust in bigger initiatives later
• Small wins build confidence in Murphy’s methods before big bets

• Role model desired change
• Leaders visibly champion the change first to signal priority
• Involve Eastern early in change planning process and seek his guidance & input
• Don't present complete ideas

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Motivate to Elevate: Transformative Change at Biscuit & Co

Cultural Alignment

Align Don't Override //Creating a culture of change

Strategic Mktg Benefits

Team-Centric Approach

Understand the current organizational culture to minimize damage to oneself that clash against the “culture” norms

Emphasize how beneficial marketing would be considering new trends

Be a teamplayer, not a fighter

Motivate to Elevate: Transformative Change at Biscuit & Co

Empowering Employees

Rewards and Recognition

04

If we implement these strategies, we can create an environment where employees feel empowered, engaged, and motivated to embrace change. This approach would help overcome the resistance and cultural barriers that have been hindering Biscuit & Co's transformation efforts.

Measurable Goals and Metrics

03

Motivate employees through a rewards and recognition system for contributions to change and innovation

Engagement AND Involvement

02

Establish clear, measurable goals for change initiatives and track progress for employee motivation and direction

01

Leadership Development

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Promote ownership and minimize resistance through employee involvement in decision-making

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Collaborate on leadership development, focusing on change management skills

A good strategy for organizational change should involve a comprehensive approach that focuses on empowering employees and addressing the cultural and structural obstacles within Biscuit & Co.

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thank You

Any questions?

Contact info

• Focus on the employees as they make up the company
• Management model → associate positive and influential effects
• Due to their “strong family values”, this can be taken advantage of by keeping everybody within the changing loop for marketing
• Implement feedback loops
• This prevents/decreases the opportunity for sabotage as they may still feel like a team and have the obligation to maintain the core value of being a “family”