Observed Signal · Sep 1, 2026 · Editorial · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Change Management / AI Adoption Market: What CMOs Get Wrong About Leading Change
In this CMSWire interview, BCG's Julia Dhar discusses why marketing transformations fail and how CMOs can better manage AI-driven change. She highlights the 'change distance' gap, where executives report positive emotions about change far more than employees (58% vs 9%). Dhar advises measuring team sentiment via short pulse surveys, avoiding false consensus by forcing specificity, and building genuine employee agency instead of theatrical town halls. She cites Michael Norton's IKEA effect, the Abilene paradox, and Delta's VELVET program as examples. The article also references Claude Hopkins's 1907 Schlitz campaign, which used specific storytelling to break through generic industry claims. Dhar's new book 'How Change Really Works' provides further insights for CMOs leading AI adoption.
Provides strategic guidance on AI-driven change management for marketing leaders, relevant to MarTech adoption but with no direct adtech impact.
Key Takeaways & Evidence Grounding
- BCG survey of over 6,000 people found 58% of executives report only positive emotions about workplace change, compared to 9% of employees.
- Julia Dhar is the practice lead for the People and Organization Practice at Boston Consulting Group and co-founder of BCG's Behavioral Science Lab.
- According to Dhar, three out of four transformations fail to deliver their intended results.
- Delta Air Lines' VELVET listening program launched during its mid-2000s bankruptcy; nearly two decades later, Delta leads North America in on-time performance.
- Claude Hopkins transformed Schlitz from fifth place to co-leader in 1907 by telling a specific, credible production story.
Connected Companies & Entities
2 Entities mappedDelta Air Lines
Global airline operator selling passenger travel and related services.
“Dhar cited Delta Air Lines as the most complete example of successful marketing transformation, launching the VELVET listening program durin...”
Boston Consulting Group (BCG)
Global management consultancy for strategy, transformation, AI, and customer insight.
“Julia Dhar is the practice lead for the People and Organization Practice at Boston Consulting Group (BCG)....”
Ontology Mapping & Concepts
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