Alberto Levy. Director de Consultoría, Innovation & Growth. Deloitte Latin America Countries Organization

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Modificando el paradigma

por Alberto Levy | 08 de Mayo de 2009 | General

Contrariamente a lo que suponen los enfoques racionalistas, las empresas trabajan en escenarios construidos subjetivamente “desde adentro”, no en escenarios objetivamente comprendidos y razonados. Esto hace que con mayor o menor velocidad, la empresa se haga progresivamente menos viable. Para que esto no suceda, es necesario “descongelar” el paradigma.

Esta frase surge del aporte de Kurt Lewin, uno de los especialistas que más han contribuido a la comprensión de mucho de lo que hoy sabemos sobre el manejo del cambio. Según Lewin, la primera fase en el proceso del cambio es descongelar el comportamiento actual. En varias ocasiones el impulso inicial por cambiar proviene de la sensación de que el desempeño que está teniendo la empresa no es el esperado. Esto es vivido por un grupo significativo de los miembros de la organización, por lo que resulta sencillo iniciar el proceso de cambio. Si el problema no es vivido como importante, especialmente entre los miembros de la coalición gobernante, es muy probable que sea negado o camuflado.

Pero si el problema no es vivido de esta manera, se debe planear la forma de lograr que el grupo gerencial, o parte del mismo, reciba los estímulos necesarios para que pueda percibir la necesidad de cambiar. En este caso, el descongelamiento del paradigma puede requerir algún tipo de sensibilización o de reeducación.

Para ello resulta útil la aplicación de dos herramientas: el Penta y los tres tipos de aprendizaje de Argyris y Schön. Lo que se debe conseguir es que el grupo gerencial quede preparado para mejorar en forma continua su capacidad de interpretar su paradigma y los impactos del escenario. De alguna manera, se espera que este estado de sensibilidad no se adormezca totalmente al finalizar el proceso del cambio. No se debe confundir la última etapa, la recongelamiento, con la eliminación total de la sensibilidad.

La segunda fase de Lewin es la de movimiento, por la cual el sistema social es cambiado desde el comportamiento actual hasta el nuevo comportamiento. La conducta debe ser orientada hacia el cambio deseado, por ejemplo, que la acción gerencial se adapte a una reorganización de la empresa que implique modificaciones en la estructura de poder de algunos gerentes.

Para producir el cambio, el repertorio de técnicas de intervención es inacabable. El lector puede recurrir al trabajo de French y Bell (ver Bibliografía) para disponer de la batería de intervenciones posibles. Mi postura personal está muy influida por el enfoque sistémico de Katz y Kahn, que consideran que la intervención para producir el cambio no debe ser dirigida a los individuos (por ejemplo realizando programas de entrenamiento individual o de grupos muy pequeños, como lo haría la psicología tradicional), sino a la empresa en sí.

Katz y Kahn señalan que cualquier cambio importante y perdurable debe ser un cambio sistémico dentro de la organización (para nosotros, tomando en consideración los cinco pilares), y en la relación de la empresa con el entorno. No puede sólo tratarse de cambios motivacionales individuales. La postura de Katz y Kahn es otra prueba de la importancia de las interrelaciones del PENTA.

Tal como señalé más arriba, parte del proceso de cambio debe ser dejar instalada en el grupo la sensibilidad de detectar a tiempo la necesidad de cambiar. Esta sensibilidad debe actuar como una nueva creencia guía, incorporada en la cultura de la organización. Para ello resulta muy útil ayudar a los miembros de la organización a aprender a usar el modelo Penta como herramienta continua de diagnóstico y de generación de correcciones. Desde esta perspectiva, podemos entender al cambio empresario como emergiendo de un proceso continuo de aprendizaje.

Dutton y Duncan señalan que el impulso por el cambio depende de tres eventos críticos, la activación, la determinación de la urgencia del cambio, y la determinación de la factibilidad del cambio. La activación surge de la fase anterior de descongelamiento. La urgencia estará dada por el costo de no actuar. La factibilidad estará dada por la percepción del grupo de que está en condiciones de resolver el problema, y de que tiene los medios para hacerlo.

La tercera fase de Lewin es la de recongelar. Este es el proceso por el cual se dan los pasos finales necesarios para que la nueva conducta quede suficientemente estabilizada, internalizada y protegida contra el cambio. Es decir, que el nuevo estado de comportamiento permanezca en forma relativamente permanente. En otras palabras, esta fase se trata de la difusión en la organización de lo que la empresa aprendió para que quede incorporado dentro del conjunto de creencias.

En realidad, si así no fuera, sin ninguna duda el cambio será resistido y hasta rechazado, a pesar de que ese cambio sea imprescindible para la supervivencia de la empresa. Nuevamente, el punto de vista sistémico de mi enfoque implica que, para que esto no suceda, cualquier cambio debe estar pensado sincronizando todos los elementos del Penta .

Esta fase, muy importante para que el esfuerzo no haya sido en vano, puede ser lograda a través de muchas herramientas diferentes. Estas pueden ser, por ejemplo, un nuevo sistema de incentivos, nuevos enfoques de administración de los recursos humanos, nuevas creencias culturales, o enfoques más globalizadores en los que se tengan en cuenta la mayor cantidad posible de dimensiones (Katz y Khan 1978), Mayonesa (Levy 1997).

Como dije anteriormente, esta tercera fase de recongelamiento no debe ser vista como el adormecimiento de la sensibilidad. Cuando presenté el Penta, me referí a la Adaptación como el proceso de promover los cambios imprescindibles, y a la Integración como el proceso de evitar los cambios innecesarios. En ese momento expresé mi convencimiento de que se debía lograr un balance continuo entre estas dos dimensiones. Que ninguna empresa puede dejar de cambiar, porque muere, pero que ninguna empresa puede vivir cambiando, porque enloquece. Que se debe buscar alineamiento de los miembros de la organización, pero no hasta el punto de que sean víctimas del síndrome de pensamiento grupal y se pierda la “tensión creativa”.

Bibliografia:

Lewin, k., Field Theory in Social Science, Harper & Row, New York, 1951.

Argyris, C y D. Schön, Organizational learning: a Theory of Action Perspective, Addison Wesley, Reading, Mass., 1978.

French, W. L. y C. H Bell, Jr., Organizational Developement: Behavioral Science Interventions for Organization Developement, Prentice Hall, Englegood Cliffs, N. J., 1984.

Katz , D y R. L y Khan, Th Social Psychology of Organizations, Jhon Wiley, New York, 1978.

Levy, A. R, Mayonesa, La Escencia del Marketing, Ediciones Granica, Buenos Aires, 1998.



119 comentarios para “Modificando el paradigma”

  1. JUAN RICARDO GIRALDO POSADA
    12 de Mayo de 2009 a las 16:51

    El miedo a la constancia del cambio no puede conducir a las organizaciones a establecerse en practicas que no permitan desarrollar una esperticia por repetición. Unos valores y actividades claras pueden ser una constante para enfrentar el agitado entorno.

  2. Carlos Estigarribia
    13 de Mayo de 2009 a las 20:09

    Hola Avi!
    Mientras leía el spot “Modificando el paradigma” recordaba la clase que tuvimos el martes con Gerardo, que estuvo espectacular. Gracias Avi!
    Gerardo nos compartía su sorpresa cuando, en una charla con una joven en una feria de empleo, se dió cuenta de un cambio de paradigma en el sentido que ahora para incorporar a una persona a una empresa grande, no alcanza con la chapa de empresa grande sino que hay que enamorarla, convencerla, algo que en otro tiempo era impensado. Hace poco leí una nota que hablaba del “Marketing Interno”, ese que se usa para enamorar y retener al empleado, al colaborador. Y así como se usa el marketing para conocer al detalle al consumidor, también se debería hacer lo mismo con las personas que la empresa quiere incorporar. Creo que lo que le está pasando a mucha gente es que trabajar en una empresa grande ya no los motiva tanto porque uno se siente como un número más, y creo que en este aspecto las empresas tienen mucho para hacer. Además a muchos los motiva más participar en un proyecto más nuevo que en una empresa que ya está armada. Algo así como sentirse un David frente a un Goliat, desafiar el estado actual de las cosas. Me hubiese gustado preguntarle a Gerardo qué conclusiones tuvo despues de la charla con la joven. Pero parece claro que cada vez cuesta más convencer a la gente (tanto clientes como empleados).
    La gente, en general, está muy descreída de las empresas, sobretodo en esta epoca de crisis donde muchas están en el centro de la polémica. La gente está mal, desorientada, sufre, y está reclamando a quienes tienen el poder y los recursos para hacer algo, que lo hagan. Y creo que las empresas deben tomar nota de lo que le pasa a la gente en general, lo que sienten, lo que están demandando, pero no solo respecto a un producto, sino en general. Pienso que si las empresas incluyeran en su Propuesta de Valor algo así como “te vendo un vino, o un auto, pero también me ocupo de aquellas cosas que son importantes para la gente” se ganarían el favor del consumidor. Y que hacia adentro tengan el mismo mensaje: “Acá hacemos alimentos, o heladeras, pero también nos involucramos en áreas que son importantes para la calidad de vida de la comunidad de la que somos parte”. Después de todo, Gerardo se termina yendo de la empresa, además de cuestiones personales, por la falta de valores en la empresa, por los mercenarios, por gente que con tal de quedar bien parada no tienen problema en hundirte. Porque la empresa mira el CV profesional y no a la persona, etc.
    Tengo tantas que me quedaron en el tintero, y hay tantas cosas que las organizaciones pueden hacer… pero bueno, quería compartir con ustedes éstas reflexiones.
    Saludos a todos.

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    Si, la verdad que hay muchas cosas que se pueden hacer… y como dice Avi,muchas son “facil de decir, pero dificil de hacer”… El tema es no desmotivarnos cuando vemos gente y organizaciones que se manejan sin valores, sin integridad.. con mentes obtusas… Cuando vemos la parte negativa del mundo podemos tender a desesperarnos porque sentimos que lo que podemos hacer para revertir eso es muy poco (contra esa magnitud);pero cada granito de arena cuenta.. y podemos ir haciendo la diferencia persona por persona, una empresa a la vez…

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