What do National Anthems and Organizational Change Have in Common?
When I engage with clients on a change or transformation program, I walk them through a robust look at all the possible change levers. These levers are Vision, Sponsorship, Stakeholder Engagement, Training, Communications, Hardwiring the Change, and Symbols of Change. Each of these plays a significant role at different times in a change program. Teams naturally gravitate to Stakeholder Engagement, Training, and Communications as they launch a transformation, and they tend to overlook one of the most impactful levers in adoption—Symbols of Change.
Therefore, it is only fitting that on National Anthem Day (March 3), I pay homage to the most underrated, overlooked, and, in my humble opinion, equal lever in change adoption—Symbols of Change.
National anthems are powerful symbols representing a country's identity, history, and values.
America's national anthem, "The Star-Spangled Banner," was developed by Francis Scott Key in 1814 during the War of 1812. Key was inspired to write the song after witnessing the British bombardment of Fort McHenry. He saw the American flag flying over the fort after the battle, symbolizing American resilience and victory.
Today, you will hear "The Star-Spangled Banner" at the beginning of every American sporting event, from NASCAR to high-school soccer. It is a way to foster patriotism and unity while respecting and honoring those who have served our country and fought for our freedoms. It has become a tradition that adds a sense of ceremony and significance to an event. When you hear "The Star-Spangled Banner," you know what to do -- You stand, remove your hat, and place your hand over your heart.
Many countries have national anthems which honor their distinct histories, values, and traditions. For example, France's "La Marseillaise" symbolizes the French Revolution and is associated with liberty and resistance. South Africa's "Nkosi Sikelel' iAfrika" reflects the country's cultural diversity and symbolizes unity in a post-apartheid era. Japan's "Kimigayo" is more solemn and is performed with reverence and respect, reflecting the country's cultural emphasis on harmony and tradition.
As a change practitioner, I challenge my clients (and myself) to identify and implement symbols of change. Depending on the change, it can be obvious, like new logos and branding. But it can also be more subtle—how an organization conducts meetings, what is rewarded and recognized, or even adopting new tools or platforms.
While traditional change levers are essential, do not underestimate the power of symbols. By thoughtfully integrating symbols of change, you can create a unified, motivated, and resilient organization ready to embrace the future.