Kotter's Steps 3 and 4 of Developing a Vision and Strategy and Communicating the Change

5-2 Final Project Milestone Two: Kotter’s Steps 3 and 4
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5-2 Final Project Milestone Two: Kotter’s Steps 3 and 4
Part 1
It is evident from the case study that Alaska Airlines previously enjoyed a good streak in the industry owing to its good customer service and maintaining good customer relations. However, poor leadership through lack of effective internal communication and poor organization of operations led to the deterioration of the company’s overall operational performance. Attempts by the Mad Dog Task Force to overcome the challenges facing the organization failed to achieve the desired outcomes as it only focused on the operational problems facing the company and overlooked the management’s disconnect with employees. The employee’s disengagement with the management played a significant role in deepening operational performance at the company. Ben Minicucci’s leadership approach to the problems facing the company promoted inclusivity of all the stakeholders of the company leading to positive outcomes. Minicucci steered the company forward by developing a vision that would steer the company out of its problems and implemented a strategy towards realizing the desired outcomes. The leader emphasized embracing the company’s core value of good customer service and consumer relations through improved operational performances. In accordance to step 3 of Kotter’s 8-step model of change, he established a strict timeline for the timely arrival and departure of planes to avoid the previously frequent flight delays. The company further developed a strategy towards the realization of the new management’s vision for the company through the adoption of a report card system to enhance accountability and remove unnecessary operational activities. The management’s promotion of daily consultations through daily morning meetings among departmental heads led to effective coordination of processes and collaboration across all the divisions in the airline. The move allowed the management to communicate the company’s new vision to all stakeholders and enhance the worker’s sense of belonging and responsibility in the achievement of positive outcomes. Kotter’s step 4 of communicating the vision proves vital in the cultural restructuring of the organization for inclusive participation in promoting positive change in the company’s operational performances.
Form a Strategic Vision
Determine the values that are essential to this change. Why are these values essential?
Having or developing a plan is a crucial value that is essential to this change. This principle or value will help dictate the expected or apt direction that the organization needs to take. Without a plan, the management is likely to fail in its implementation efforts.
Open communication is another value that will guarantee success. Open communication entails being honest, taking feedback, and listening to dissent. Such a value helps the stakeholders to have honest conversations and discuss issues surrounding the change effort.
Flexibility is another value that is key to this change effort. Flexibility entails having a willingness to change one’s str...