Change Sucks

It’s too expensive to change.

Our customers won’t like that.

You’ve been asked to join the group “Change Facebook back!”

And my personal favorite:

“But we’ve always done it that way.”

Whenever something new gets proposed, more often than not, the first reaction is “no.” Instead of figuring out a way to make it work, we resist and find all the reasons why it won’t work.

Does change really suck, or do we make it that way?

At Imagine, we recently decided to change our name from Imagine Marketing to Imagine Communications. With that came a new logo, website and color changes. And a few cringes and concerns. There was equity in the name Imagine Marketing. There was 11 years of hard work, of blood, sweat and tears, of love for what we do behind the name. Would our customers know who we were still? Would the community at large understand why we made the change? Would we forget where we came from?

Imagine chose to change because the word marketing no longer accurately reflected what we were doing. We are communicators at the core and use different mediums to communicate our clients’ messages. Once we realized this, the light came on and we knew it was the right move. It would better reflect who we are, and our clients would benefit.

Change should happen before you realize you need it. To successfully change anything, from a logo to a vision, communication is key. You need to be able to explain to your customers and colleagues why a change is necessary and how it will benefit the company as a whole. If you cannot do this, then you need to reevaluate the changes you are making.

Facebook is a great example of a company that is always changing – and how poorly they communicate those changes. How many times have you logged on to Facebook and found that the news feed is different, picture viewing is different, groups are different, and wall posts are different? And how many times have you been notified by Facebook that a change was made? The changes they have made to the product have vastly improved the way we can use Facebook for personal and business promotion, but it’s been done at the expense of the users. There is always an initial backlash; you see it through status updates and fan pages being formed. After a while, the hoopla dies down and people get used to the change and go back to their daily lives. They accept the change and move on.

Too often, we spend more time worrying about the reaction to a change before we realize that the only person it was a big deal to was us. Change is the only constant and we should never be afraid to make changes. If what you try doesn’t work, you can always change your strategy and improve! Change should not be a negative word; it should inspire you to do more and be more. Use change as a chance to improve – whether it’s yourself or your company.

Nadia Zerka is a part of Imagine Communications’ Client Relations team.

Contact Nadia at

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