회사 변화의 ‘감정적 이유’를 파악하는 방법

To choose the ideal brand name for change at IBM, we needed to identify a name strong enough to travel the globe with a minimum amount of unwanted baggage. We needed a name that would encompass everything important about our change initiative, so we ruled out including words such as design or design thinking. We were more than that, and the name needed to reflect as much.
We had to take stock of the values we would want that name to represent. Initially, I considered the potential benefits of a name that might confer a sense of company continuity and familiarity. Perhaps it should invoke IBM’s nickname, and we could call our project teams Big Blue teams. But the risk would be that while dropping the baggage associated with “design,” we’d be taking on some new Blue-colored baggage instead. Maybe people are tired of hearing about Big Blue. What if some old-timers recoil at misusing the name, as though we were trying to put new wine in old bottles. Some might be offen