Coaching for Leaders 770: How to Make Change Irresistible, with Phil Gilbert
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Feb 16, 2026 
Phil Gilbert, former IBM design leader and author of Irresistible Change, shares his product-minded approach to organizational transformation. He explains treating change like a product, offering not mandating, and aiming for cultural adoption. Short-start proofs, smart team selection, branding change, and empowering middle managers are highlighted in short, punchy conversations.
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Startup Founder Shock At IBM
- Phil Gilbert arrived at IBM expecting a short integration after acquisition and found a demoralized, uncreative culture.
- That early shock framed his decision to try to transform IBM using startup product tactics rather than corporate mandates.
Reframe Change As A Product
- Treat change as a high-value product with the same rigor and resources as top products.
- That mindset shifts responsibility from employees to change leaders to make adoption irresistible.
Prioritize Cultural Adoption Over Quick Skill Gains
- Architect change to achieve sustained cultural adoption rather than short-term competency gains.
- Design early wins to prove scalability and sustainability, not just isolated success stories.
