The Organizational Change Hat-Trick


The 3 best tips to manage change in your business


In the 1950s, the shoe company Reebok underwent a radical change. Eager to spread to the American market from their home market of Britain, Reebok had a problem. The American market was already heavily dominated by local giants like Nike. Rather than compete where others were already strong, Reebok decided to seize a new market: Athletic shoes for women.


Until then, most women who wanted sporty shoes had to wear men’s sizes and models. Reebok completely retrained their marketing and sales teams into these new female-specific models. Their manufacturing had to rebuild around the new molds. Reebok had made an enormous risk in this change, but their leadership was confident that this change would be good for the company.

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