How does change occur? From the inside-out or from the outside-in?
Answer: Both. This is true of people and organizations.

Before this change happens, there is friction. Either friction on the inside or friction on the outside.

Friction is really neither a good thing nor a bad thing. Without it, there is no spark for the fire. The fire that warms, or the fire that burns. Without it there is no traction to push, toward good or bad.

I believe the location of change friction is a good indication of your (or your company’s) stage of life.

If the friction is on the inside, then people in your organization are probably pushing for changes to be made to the product/service, to company operations, to the development of employees and other HR issues.

If the friction is on the outside, then you’re probably seeing the solution as an advertising or marketing campaign, a new website, or changing what you tell your customers and how that message can be ‘re-broadcasted’ to their spheres of influence (Word of Mouth).

Be concerned though if ALL of your change friction is on the outside. The best way to experience authentic change is when it occurs from the inside-out.