Cite:

Moran, J.W. and Brightman, B.K. (2000) Leading organizational change, Journal of Workplace Learning.
doi:10.1108/13665620010316226.

Lewin, K. (1951). Field Theory in Social Science: Selected Theoretical Papers. Harper & Row
Publishers.
Kotter, J. P. (1996). Leading Change. Harvard Business Review Press.

Force-Field Analysis
Driving Forces External Triggers
(Towards Change)
- COVID-19 Pandemic
Impact Accelerated the need for businesses to adapt to remote work and
e-commerce, influencing Born Good's operations.
Opportunity Increased demand for refurbished IT equipment due to the surge
in home working.
- Conflict in Ukraine
Impact Disruption in international sales.
Opportunity Opportunity to explore alternative markets and sales strategies.
- Internal Triggers
- Commitment to Sustainability
Impact Core value of Born Good, creating a strategic advantage in the
market.
Opportunity Leverage sustainability commitment for differentiation and
customer loyalty.
Restraining Forces -
(Against Change)
- Staffing Shortage
Impact Loss of skilled employees during the pandemic, making it
challenging to maintain operations.
Barrier Difficulty in recruiting and retaining talent due to competition
from larger companies.
- Operational Challenges
Impact Inability to perform essential tasks remotely during the
pandemic.
Barrier Disruptions in daily operations affecting refurbishing and repair
processes.
- Global Market Challenges
Impact BREXIT-related restrictions and heavy taxation affecting
international sales.
Barrier Inability to continue outside sales in certain regions.

Kotter's 8-Step Model

1. Establish a Sense of
Urgency
Internal and External Triggers Actions
- Communicate the urgency of adapting to the new era of
operations.
- Highlight the impact of external factors like the pandemic
and geopolitical conflicts on the business.
2. Create a Guiding
Coalition
Key Drivers Actions
- Form a coalition of key stakeholders, including leadership,
employees, and key partners.
- Ensure that the coalition has the necessary expertise and
influence to guide the change.
3. Develop a Vision and
Strategy
Key Drivers Actions
- Clearly articulate the vision for Born Good's role in a
sustainable, post-pandemic world.
- Develop a strategy that aligns with market demands and the
company's commitment to eco-friendly practices.
4. Communicate the Vision
Key Drivers Actions
- Implement a transparent communication plan, emphasizing
Born Good's mission and the necessity for change.
- Engage employees and stakeholders in the vision,
addressing concerns and expectations.
5. Empower Broad-Based
Action
Barriers Actions
- Address staffing shortage by developing employee retention
initiatives.
- Implement flexible work arrangements where feasible to
navigate operational challenges.
6. Generate Short-Term
Wins
Key Drivers Actions
- Showcase quick successes in adapting to the new era, such
as innovative solutions for remote work.
- Highlight positive outcomes from the commitment to eco-
 friendly practices, such as increased customer satisfaction.
7. Consolidate Gains and
Produce More Change
Barriers Actions
- Anticipate and address potential resistance from employees
through open communication.
- Continuously evaluate and adjust strategies to navigate
ongoing challenges.
8. Anchor New Approaches
in the Culture
Key Drivers Actions
- Integrate sustainability practices into the organizational
culture through training and awareness programs.
- Reinforce the long-term commitment to positive
environmental impact in all aspects of the business

Sustainable Transformation Roadmap: Born Good's Comprehensive Action Plan

Aspect Action Steps Timeline Responsibility Key
Performance
Indicators
(KPIs)
Sustainability Define specific Within 3 months Sustainability Clear,
Objectives sustainability Team measurable
objectives objectives
aligned with established.
circular economy
principles.
Employee Conduct regular Ongoing, HR and Increased
Training and training quarterly Sustainability employee
Awareness programs on Team awareness.
sustainability.
Integrate
sustainability
modules in
onboarding.
Inclusive Expand forums Within 6 months Leadership and Increased
Decision- for inclusive Sustainability employee
Making decision-making. Team involvement in
Establish a sustainability
dedicated initiatives.
sustainability
committee.
Zero Percent Strengthen Monthly Operations and Zero percent
Landfill Pledge tracking and reviews, annual Sustainability landfill pledge
auditing reports Team consistently met.
mechanisms.
Regularly review
and report on e-
waste diversion.
Stakeholder Establish Within 9 months Sustainability Number of
Collaboration partnerships with Team successful
environmental collaborations
organizations, and partnerships
regulatory formed.
bodies, and
industry players.
Circular Innovate and Within 12 R&D and Successful
Economy implement months Sustainability implementation
Initiatives circular economy Team of circular
initiatives. economy
Collaborate with projects.
suppliers for
closed-loop
systems.
Community Extend Ongoing, bi- Community Positive
Engagement community annual events Relations and feedback and
engagement Sustainability increased
initiatives. Team community
Support local involvement.
environmental
projects and
educational
programs.
Continuous Implement a Continuous Sustainability Number of
Improvement structured process Team improvements
continuous made based on
improvement regular reviews.
process.
Regularly review
and update the
sustainability
plan.
KPIs and Define and Within 3 months Sustainability Regularly
Metrics communicate Team updated KPI
key dashboard with
sustainability measurable
metrics. results.
Establish a KPI
dashboard for
regular
monitoring.
External Pursue external Within 6 months Sustainability Successful
Recognition and certifications of meeting Team achievement and
Certifications such as ISO criteria display of
14001. Showcase certifications.
certifications for
enhanced
reputation.
Ethics and Strengthen Within 4 months Ethics and Adoption and
Governance ethical practices Governance adherence to the
through a Team code of conduct.
comprehensive
code of conduct.
Implement
transparent
governance.
Employee Establish Ongoing, HR and Number of
Recognition recognition quarterly Sustainability recognized
Programs programs for Team contributions
sustainability and celebrated
contributions. milestones.
Celebrate
milestones and
innovations.
Sustainable Collaborate with Within 6 months Procurement Successful
Supply Chain suppliers who and collaborations
share Sustainability and positive
sustainability Team supplier
commitments. assessments.
Regularly assess
and audit
suppliers.
Regulatory Stay abreast of Ongoing, regular Legal and Consistent
Compliance evolving reviews Sustainability compliance and
environmental Team successful
regulations. advocacy
Ensure full efforts.
compliance and
advocate for
 stronger policies.
Regular Publish regular Quarterly Communication Positive
Reporting and sustainability reports, monthly and feedback and
Communication reports. Engage communications Sustainability increased
stakeholders Team stakeholder
through engagement.
newsletters,
webinars, and
channels.
Innovation for Invest in Ongoing, annual R&D and Successful
Future research and reviews Sustainability implementation
Challenges development. Team of innovative
Stay ahead of and sustainable
technological practices.
advancements
for innovative
practices.