Changing Software Development: Learning to Become Agile

7.7. Internal and External Forces for Change

So far we have considered how change manifests itself, as a gradual process or as a sudden process. We also need to consider the root of the change: Where does the force for change come from? Is it internal or external?

Change may be brought about by external forces that impact on you; for example, a new competitor enters your market and sales fall, or a celebrity is seen using your product (unexpectedly) and sales rocket overnight. External forces are beyond your control; however, you still need to react. Changes in the external forces and environment can be ignored for a while. You can pretend that they don't exist. Sticking your head in the sand is an option; granted, not a good option, but an option all the same.

If you're lucky, then the situation will resolve itself. Your new competitor might have even more problems then you do and might pull out of the market. Or maybe your product is just so good that customers never consider alternatives. A more likely scenario is that eventually you'll have to respond. At this point, you start to encounter internal change. Ignoring external forces may allow pressure to grow, so that when you eventually do respond you need to act more radically.

Forces for change can also arise within your organization. This may come about because the company restructures, a new manager is appointed or assets reach the end of their life. Given the right perspective, most internal forces can be traced to external ...