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GUIDEs: How I found the most passionate Change Agents

Lately more and more people  asked me about the GUIDE Self Introduction Form, which I developed as an application form (and filter) to find voluntary Change Agents. Here it is – with some background information and how I put it together (and why) It has been a lessons learned review for me as well – so thanks for the trigger.

In 2012 I had the task to drive a huge culture change at Continental – introducing Enterprise Social Networking. To reach all our (back than) 86.000 colleagues with access to a computer, I needed a network of passionate change agents. My goal was to have at least one in every location (in 50 countries) and this „GUIDE“ should not have to take care of more than 200 people, personally. So I had to find about 400 highly engaged, self driven colleagues in all levels, all regions, functions and age – also hierarchy level.




How to find 400 passionate change agents (without THEM knowing, they could be) The only fast communication channel, back than has been eMail, so I won over our CFO and CHO to send out a short note to every colleague worldwide:


„Are you a motivated, curious, communicative person? Do you want to become part of a global GUIDE network demonstrating a new method of communication and collaboration?“ Apply to be a GUIDE by filling out this short Self Introduction Form


During the three year journey, I never mentioned Change Management tools, methods or terms or called anyone „Change Agent“.

Many had doubts that those „voluntary“ colleagues could do the job

I did not ask for grades, positions, functions, education levels. The only request I made has been:

(mehr …)