Jan 08, 2019

Forbes Features Credera’s Justin Bell on Leading Through Change

Morgan Eseke

Morgan Eseke

Forbes Features Credera’s Justin Bell on Leading Through Change

All around us the landscape of business is shifting. The pace of innovation is at an all-time high, leading to digital disruption across nearly every industry. At the same time the world is shifting culturally, and organizations are clamoring to stay relevant for an evolving workforce. In the U.S., it is estimated that 75% of the workforce will be comprised of millennials by 2025. Pile on the threat of an impending recession, a tense political climate, and uncertain foreign relations and the future is uncertain to say the least. How do leaders effectively lead their teams and corporations through uncertainty and major change?

In a recent article published by Forbes magazine, Credera President, Justin Bell shares four keys to leading through change effectively. His insights come from research and his personal experience leading Credera through the recent transition after choosing to sell a majority interest of our firm to Omnicom.

Four Keys to Leading Through Change:

1. Create Urgency and Articulate Why

Research shows that major change requires convincing at least 75% of the managers that the status quo is not sustainable and needs to change. Clearly communicating the “why” behind the change and consequences for not changing is critical for gaining buy-in.

2. Communicating With Transparency

Open communication, especially during times of uncertainty, is one of the most effective ways to cast a clear vision and build a strong coalition.

“Without transparency, assumptions, unaddressed fears, and misstated facts can damage perception and derail positive change,” says Bell.

3. Cast a Clear Vision

Casting a clear vision requires the involvement and consideration of both the logical and emotional sides of employees. Through Credera’s recent transition, Bell was careful to appeal to both the head and heart when communicating updates to team members.

“We had to explain why it would be beneficial, but also address those culture concerns,” says Bell. “We had to cast a clear vision for the change.”

4. Build a Strong Coalition

Strategically building a group of supporters who are willing to address resistance and help others navigate the turbulence that often comes with change is important to the success of any initiative. Like Abraham Lincoln’s cabinet of rivals, recruiting a diverse group of supporters to seek counsel from is a wise move for any leader working through major change.

The full article can be found at If you’d like to learn more about Credera’s recent transition to join the Omnicom portfolio of companies, you can reach out to us at or explore our latest news.

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