Our company just brought in a new CEO, and within her first few weeks, she’s been hinting that we need to “modernize the brand.” Fine in theory… except we just finished a massive rebrand last year. It’s not even fully rolled out yet, and already there’s talk of pivoting again. I know it’s common for new leadership to want to make their mark, but the idea of undoing all that work makes my eye twitch. How do you diplomatically say “let’s not light everything on fire again”?

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Job security. Lol.

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How much context does she have? This reminds me of how an organization for which I used to work hired a consultant to “fix” everything, and he just reversed all the procedures and the org chart until they matched what they’d been several years prior (since we’d already tried to restructure each department by optimizing the hierarchy and work flow). I kept wanting to scream at the directors, “Are you not seeing this? Why are we paying this man $200K to take us back to 2013? We could’ve saved a lot of money by not changing anything in the first place!” They went along with it. My department was invited to meet with the consultant in order to ask him questions, and I made sure each of mine started with a mention of coming full circle to the way things had originally been (just in case no one else had the courage or clarity to inform him). He had quick answers for the reasons he was shifting everything, but it was frustrating not to hear the executive team acknowledge that we’d already tried all of that, found “a better way”, and evolved from there.

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