How to land “the emotional why” of company change

How to land “the emotional why” of company change

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. I…