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A change agent may be a full time organisational development professional, a leader of a division or a middle manager charged with the responsibility of bringing about a change in his/her area. Anyone involved in helping a team achieve something new becomes an agent of change. Depending on the type of change he/she is tasked with, a change agent may perform any of the following roles.

However a change master, is able to perform all of these roles.

diagnostician & developer of clear change goals.Like a medical practitioner, the change agent will begin by diagnosing what the real issues are, and then proposing clear goal directed solutions. He/she will begin by analysing:
  • The existing problems or issues.

  • The current reality of the organisation/division.

  • The desired future ideal state.

  • The barriers preventing the organisation from achieving that desired state.

  • The forces for change that exist within the organisation.

  • The dreams, goals and values of the key stakeholders within the organisation

  • The organisation's future strategy.

  • The organisation's values.

  • The organisation's readiness and capacity for change.

  • Changes occurring in the organisation's external environment that may impact on the organisation and its customers.

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Q: Which role does a marketer play as a change agent?
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