Direction

Direction is the chosen way of pursuing the established intent.

What is direction in organizational change?

It establishes the target state the organization aims to create and the approach by which it proposes to move from the current state toward that target state. It rests on expectations that the approach will realize the target state and that the target state will produce the intended outcomes. A direction may initially be broad or provisional and become more detailed as understanding develops. Adding detail that remains consistent with the established target state and approach is further specification of the direction rather than a change to it. Where the target state or the approach for reaching it changes, the direction is being reconsidered; where the outcomes to be pursued or the reasons for pursuing them change, intent is being reconsidered.

What it is not

Not the intent itself. Intent is what the change is trying to achieve and why; direction is how the organization proposes to pursue that intent.

Where it sits

Direction is one of three fundamental elements of deliberate organizational change, alongside intent and execution. It is chosen in the Direction function of the Intent Loop. Strong execution cannot restore possibilities already ruled out by the chosen direction unless that direction is reconsidered.

Related concepts

• Intent: A direction is chosen to pursue the established intent.
• Target State: Direction establishes the target state and the approach for reaching it.
• Execution: Execution realizes the chosen direction in practice.
• Direction Quality: Direction quality is the practice that strengthens the reasoning through which direction is chosen.

Referenced by

• Intent
• Execution
• Direction (function)
• Target State