As a leadership coach, I’ve observed even the most powerful and secure leaders become vulnerable when faced with the need to change. Senior leaders might struggle to let go of old and adapt to new responsibilities and behaviors when promoted. Leaders struggle when they receive negative feedback or are passed over for a promotion; the message: change how you show up. And leaders struggle when they realize they are suddenly the most senior person at the table; might it be time to start considering succession planning or retirement?
It doesn’t matter whether the change is chosen or imposed, because once you’re in it, change can be like a fiery furnace that melts away old ways of thinking, being, and doing, and transforms us into someone somewhat different. The impulse to resist the momentum of change is proof that change is underway. Turning away leads to missed opportunities and chronic discontent or dread. How well we change depends upon how well and for how long we can live with uncertainty without collapse.
I have chosen to refresh my brand, for a change. It is an intimate process of examining who I am now, who I am becoming, who I want to be, and how or with whom will I engage. As I write to share the journey with you, my thoughts turn to the communities affected by the greater Los Angeles fires and the individuals undergoing unwelcome, extreme collapse of their communities, identities, and security. Initially, I felt almost embarrassed comparing their existential crisis with my angsty professional development. Yet this very discomfort reveals something important about the experience of change: whether chosen or thrust upon us, it always involves letting go of what is familiar, standing on unstable ground, and facing an uncertain future as sense making begins. It is uncomfortable because we cannot escape the limitations of our humanity. Unlike our robotic and AI partners, we expend emotional, intellectual, and physical energy on managing our reactions to situations and people.
We know that the human brain processes threats to social standing and professional identity using the same neural pathways that process physical danger. When we perceive a threat, the amygdala triggers a fear response, releasing stress hormones like cortisol and adrenaline into our system. This is why some individuals become paralyzed by or resistant to the prospect of professional change, even when they are safe. The brain’s threat detection system is not nuanced enough to distinguish between physical and social threats. That is up to us to do for ourselves by intentionally slowing down our internal system, becoming more mindful, gaining perspective, asking questions, and understanding whether or how to respond.
The change I have chosen comes with the luxury of time to reflect and develop a sense of agency and purpose. For Los Angelenos, the blistering pace of change leaves them with a sense of powerlessness and loss of control, increased stress, and anxiety. They will never be the same. Some will bounce back stronger, and some will not. I am wishing I could fix it for them, yet I know that cultivating mindfulness, resilience, and adaptability in the face of uncertainty is the work of self-leadership, and of leading others. Both are necessary to navigate through unfamiliar and unforgiving periods.
Professional transformation can be hard. As I practice what I preach as a coach, I ask:
- Why is it important for me to undergo a brand refresh? Why now?
- What would be a great outcome?
- Who am I now? Who am I becoming? Who do I want to be?
- How will others see this change? How do I want others to see it?
- What is important for others to know?
- How would I describe my ideal client?
- How can I make it easier to be found by the people whom I could help?
Sheryl Sandberg spoke powerfully about facing uncertainty after her husband’s sudden death. She quoted the mystic Baal Shem Tov, “Let me fall if I must fall. The one I become will catch me.” In other words, It may not always feel like the process has earned our trust but trust it anyway and meet the opportunities that emerge. No matter how big or small the transformation, a familiar part of you will be there, too.
About This Series
Whether you’re leading a team, growing as an individual contributor or business owner, or reimagining your brand, real change starts from within. A successful rebranding requires review, reconsideration, and updating of key business visual assets like a new logo, a fresh website, and an updated headshot. Rebranding requires invisible, inside work too, to meet the moment. As I navigate the rebranding of my small business, I’m sharing lessons learned along the way, not just about design and messaging, but about the deeper shifts that change demands.
Lessons Learned
- Tip #1: Practice what you Preach: You do not have to do hard things alone unless you choose to.
- Tip #2: The Crucible of Change: Pace your change, move forward with integrity, and trust the process.