Fundamentals of Level Three Leadership

130. The Five P’s

Concept

The CEO of a large American insurance company, USAA, used what he called the “Five P’s” to design and implement change initiatives. The Five P’s were Pain, Purpose, Picture, Plan, and Personal Part. Continuing our theme of linking similar elements between models, we can relate Pain to Beer’s Dissatisfaction, yes? Purpose of the change effort had to do with what are we trying to do? (Mission) USAA’s Picture is similar to Kotter’s vision. The Plan links to Beer’s Process. And Personal Part meant everyone should be able to see what their role in the change process was.

Part of the power of this model was its simplicity—not too many elements and alliteratively easy to remember.

Example

Customers are complaining about wait ...