Next Is Now

About the Author

Lior Arussy is the founder of Strativity Group and is recognized as one of the world's leading authorities on customer experience, culture design, and customer-centric transformation. His work with top brands such as Mercedes-Benz, Royal Caribbean, Thomson Reuters, and FedEx has made him a sought-after expert in driving successful change initiatives. Arussy is the author of seven books and has written over 500 articles. His insights have been featured in numerous publications and media outlets.

Main Idea

Next Is Now by Lior Arussy emphasizes that change is the new constant in business. Instead of merely adapting to change, organizations must embrace it as an opportunity to drive innovation, engagement, and success. The book introduces a five-step process to help leaders and employees transition from resisting change to actively participating and owning it, ensuring that businesses thrive in an ever-evolving landscape.

Table of Contents

1. Understanding the Need for Change
2. Facing the Reality of Change
3. Analyzing Emotional Barriers
4. Redefining Your Role
5. Growing Your Skills
6. Owning the Change Process

Understanding the Need for Change

Change as the New Normal

Lior Arussy begins by explaining that the traditional business model of adapting to occasional change is obsolete. Today, continuous change is the norm, and businesses must view it as a constant opportunity rather than a disruption. Arussy highlights the rapid evolution of industries such as music, automotive, and banking as examples of how quickly change can occur.

"Change is the new normal. There are no more periods of stability and predictability. There is only change." - Lior Arussy

Arussy emphasizes that organizations must shift from a reactive to a proactive approach, embracing change to drive growth and innovation. This requires a fundamental shift in mindset, viewing change not as a threat but as a pathway to greater success.

Facing the Reality of Change

Overcoming Resistance

The next step involves facing the reality of change head-on. Arussy explains that fear and resistance to change are natural human reactions. People tend to cling to the familiar because it provides comfort and predictability. However, resisting change can lead to stagnation and a loss of relevance in the marketplace.

"Our natural reaction to change is resistance. And the more change thrown at us, the greater our resistance." - Lior Arussy

To overcome resistance, Arussy advises recognizing and addressing the deeper fears that underlie resistance to change. This includes fears rooted in the past and identity-based fears. By acknowledging these fears and providing a supportive environment, leaders can help their teams transition more smoothly.

• Fear of the unknown: Concerns about stepping into unfamiliar territory.
• Loss of identity: Worries about losing one's role or relevance.

Analyzing Emotional Barriers

The Role of Emotions in Change

Arussy highlights the importance of understanding the emotional barriers to change. Emotions play a significant role in how individuals perceive and react to change. Addressing these emotions is crucial for successful change management. He uses the example of nurses in a cancer treatment center who initially resisted emotional engagement with patients due to fear of getting hurt.

"Our emotions often make the choice about whether innovative strategies are adopted or not. Emotions matter." - Lior Arussy

By redefining the nurses' roles as guides rather than solely as caregivers, the organization was able to address their emotional barriers and improve patient care. This example illustrates the need to align emotional readiness with change initiatives.