4 - Jelena Fedurko - 31 - TOCPA - Finland - 9 Mar 2017

31st International Conference of the
TOC Practitioners Alliance - TOCPA

www.tocpractice.com 9 March, 2017 Helsinki, Finland
Working with layers of

resistance
Jelena Fedurko, tocExpert, Estonia

9 March, 2017
Jelena Fedurko
Jelena Fedurko is a Co-Founder and Co-President of

TOC Practitioners Alliance TOCPA and International
Director of TOC Strategic Solutions.
Jelena has been involved in TOC since 1999. She is a

TOC expert, trainer and consultant, and provides TOC
implementation support in production, supply chain
project management, people management, and
developing strategies and tactics. Jelena has worked
in various countries all over the world, including
Japan, Poland, Germany, Switzerland, Turkey, Italy,
Russia, Ukraine, India, China, Chile, Colombia, Mexico.
Jelena is the author of four advances books on TOC

Thinking Processes: Behind the Cloud (2011), Through
Clouds to Solutions (2013), Typical mistakes in
working with TOC Logical Tools (2014), A Good
Strategy & Tactic Tree (2016). Together with Oded jelenafedurko.gs@gmail.com
Cohen Jelena has co-authored the book Theory of www.tocexpert.com
Constraints Fundamentals (2012). She has contributed www.toc-strategicsolutions.com
to a number of books on TOC, and has many www.tocpractice.com
publications. Jelena translated and edited several
major TOC books.
www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA
Overcoming 6 Layers of
Resistance to Change
If you meet RESISTANCE,

it means that
YOU HAVE ALREADY OFFERED

THE OTHER SIDE YOUR SOLUTION

When does resistance happen?

When you try to persuade the other side to accept your
idea of the Change:
You try get an agreement of your boss, subordinates, peers
OR your client.
In other words you try to persuade people THAT THE SYSTEM MUST
CHANGE SOME OF THE WAYS HOW THE SYSTEM OPERATES NOW
When you start implementing change:

AFTER THE DECISION HAS BEEN MADE TO CHANGE
the way of current operations

What do they want
from me?
When actions/words are

directed towards us for
all practical reasons we
want to understand: WHAT Action Purpose
IS THE PERSON TRYING TO
MAKE US DO?
Words What for?
What do they
In other words, consciously or want from me?
subconsciously we are
trying to understand what
was the PURPOSE of what Is it good for me?
was said or done to us. me

I do not know
It is surprising how often people have no clear

understanding for themselves about what
was the purpose of what THEY THEMSELVES
have said or done.
Did it happen to you that you asked someone

Why did you do/say that? and got a sincere
response I do not know?

Some important questions
Do we always realize that because we live in society

whatever we say is actually directed to other people as a
request/instruction for their action?
Do we always check that the other party will perceive our
request/instruction as good and beneficial for them?
Do we OURSELVES CHECK that our request/instruction WILL
BE GOOD and BENEFICIAL FOR THEM?
Do we do our homework TO HELP THEM SEE that it will be
good and beneficial?
Because if they do not see our request/instruction as
good and beneficial for themselves, we have
a very little chance of getting what we want.
Before the decision is made
Change initiator
NOOOO!
And then
Enthusiasm
Mood
Emotions
People that Change initiator

wants to persuade that the
change is good and needed

Change Implementation
curve
When we bring in a new way of operation
Honeymoon Phase
Enthusiasm High enthusiasm
Mood Honeymoon Independence Looking forward to the
Emotions new experience
High energy
Differences to the home
culture are viewed as
exciting and intriguing
Recovery Self-confidence
Crisis High willingness to learn
and develop new things
Time

curve
Enthusiasm
Mood Honeymoon Independence
Crisis Phase
Emotions after a few days or weeks
Feeling confused and
insecure
Feeling lack of control
Frustrated by unforeseen
Recovery difficulties
Crisis Irritated about some of the
rules of the new culture
Feeling disappointed
Time

curve
Enthusiasm
Emotions Recovery Phase
Having worked out how
to operate in a new
environment
Feeling more relaxed
Recovery Feeling more in control
Crisis
Time

curve
Enthusiasm
Independence Phase
Emotions Feeling of self-
assurance and more
complete understanding.
Confident about handling
most or all situations.
Recovery
Crisis
Time

What is the meaning of
Making the change easy,
quick and painless?
Enthusiasm
Emotions
Recovery
Crisis
Time

1. Disagreement on the problem

2. Disagreement on the direction of
solution
Purpose 3. Disagreement that the solution
Action will bring the desired benefits
What for?
Words What do Yes, but
they want
4. Fear that the solution will result
from me?
in negative consequences
(Risks)
Is it good for me? 5. Obstacles to implementation
me seem to be impossible to
overcome
6. Say Yes and do nothing

Overcoming Layer 1
Layer 1: Disagreement on the problem

In TOC, a problem = a Cloud
B D
The need that
we want to One of the
satisfy by the two conflicting
A action in D
The common actions
objective
achieved by
having B and C C D
The need that The other one
we want to of the two
satisfy by the
conflicting
action in D
actions
Overcoming Layer 1
Suggested Solution:
Lets expand to new markets
If THIS is a solution,
then what is THE PROBLEM?

If THIS is a solution, then
what is THE PROBLEM?
1. How to
understand 2. Is it an
that we have a underlying
problem? problem or only
its symptom?
3. How to
Developing a formulate the
problem?
solution
4.Is it a REAL
problem?

Finding/developing a solution
What TOC mechanisms we use
UDEs/
1. How
1. The to
difference Promlems
between
understandwhat we 2. The difference
have and what we 2. Is it
between a an Deeper
that we have a underlying
problematic reason
would like to have
problem? situation/symptoms/ UDEs
problem or only
and the core cause of their
its symptom?
existence
3. How
3. The to
structure
Developing a formulate
and wording the
of
the CLOUD B
problem? D
solution A
UDE
C D
UDE UDE UDE
4. Checking that the UDE Proble
UDE
m
Cloud causes
4.Is it a REAL
UDEs/symptoms or B D
D D
problem?
explains the essence
A
B C C D
A
of the problem
Overcoming Layer 1
Suggested Solution:
Step 1 1. How to
1. How
1. The to
difference
understand between what we
understand
that we have a have and what we
that we have a
would like to have
problem?
problem?
Do we have the evidence/justification from our measurements that we
have a problem that will be solved with expanding to new markets?
What will we be checking in the measurements?
The trend in annual/quarterly sales
The trend in annual profit
The trend in the market share

Overcoming Layer 1
Suggested Solution:
What we have found:
The trend in annual/quarterly sales
The trend in annual profit
The trend in the market share

Overcoming Layer 1
Suggested Solution:
Step 2 2. Is it an Our annual profit
has decreased
underlying fromto
problem or only
its symptom?
Our sales
have decreased Our operating
fromto expense
did not decrease
to maintain
the same profit
UDEs/ Our as before
Promlems market share
2. The difference has decreased
2. Is it
between a an Deeper fromto
problematic reason
underlying
situation/symptoms/ UDEs
andproblem or only
the core cause of their
What is the
its symptom?
existence
common cause?

Overcoming Layer 1
Suggested Solution: Every system

Lets expand to new markets problem can be
presented as a
Step 3 conflict between
3. How to 3. The
Howstructure
to
formulate the and wordingthe
formulate of two behavior
problem? the CLOUD
problem? we consistently
B D see in the
A
system
D C D
One of the two
conflicting actions If we are unable to demonstrate
how the problem is manifested in
the system behavior conflict
D
The other one of the it means we do NOT have the
two conflicting justification for announcing
actions something a PROBLEM
Overcoming Layer 1
Suggested Solution: Lets expand to new markets

IDENTIFIED PROBLEM: D
Our market share has decreased Accept clients

fromto request/demand to
decrease the price
CONFLICT
D
Reject clients
request/demand to
decrease the price

Overcoming Layer 1

Our market share has decreased

fromto Spend more money
on advertising
CONFLICT
D
Spend less money

on advertising

Overcoming Layer 1

Our market share has decreased

fromto Increase number of
promotions
CONFLICT
D
Do not increase
number of
promotions

Transferring a conflict
into the Cloud
To achieve what? D
To
B D
achieve
what? The need that Accept clients
we want to
request/demand to
A satisfy by the
action in D decrease the price
The common
objective CONFLICT
achieved by
C D
having B and C
The need that Reject clients
we want to
request/demand to
satisfy by the
action in D decrease the price
To achieve what? D
into the Cloud
To achieve what? D
To
B D
achieve
what? Avoid losing Accept clients
the order/ request/demand to
A client decrease the price
Secure getting CONFLICT
profits
C D
Reject clients
Ensure the
request/demand to
target mark up
decrease the price
To achieve what? D
into the Cloud
3.In order to [B]
2. I must [] B 4. I must [D] D
1. In order to [] Avoid losing Accept clients

profits 7. In order to []
C 8. I must [D] D
6. I must [C]
Reject clients
5. In order to [] Ensure the
request/demand to
target mark up
decrease the price
9. [D] and [D] are in conflict
10. [D] jeopardizes achieving the need in [C]
11. [D] jeopardizes the need in [B]

into the Cloud
B D
Avoid losing Accept clients

profits
C D
Reject clients
Ensure the
target mark up
request/demand to
decrease the price

into the Cloud
B D

profits
C D
Reject clients
Ensure the
target mark up
request/demand to
decrease the price

Finding/developing a
solution
7. How to check
that the solution
will not bring new
problems?
Developing a
6. Does the
solution solution
remove the
problem?
5. How to look
for a solution?

Finding/developing a
solution
Neg outcome
7. How to check
Injection
that the solution
7. Checking the
will not bring
Injection for NBRsnew
problems?
B
A Inj
Developing a
6.C Does the
6. Checking that
solution
the Injections to
solution
remove theC
satisfy B and
problem?
B D 5. Surfacing
A 5. How to look
assumptions and
C D for a solution?
finding solutions

Why are we stuck
in this conflict?
WHY IS THIS CONFLICT IN PLACE? B D
WHY ARE WE STUCK IN IT? A
WHAT ASSUMPTIONS MAKE US BELIEVE THAT WE C D

MUST TAKE THESE ACTIONS TO ACHIEVE THE NEEDS?
B D

profits
C D
Reject clients
Ensure the
target mark up
request/demand to
decrease the price
Why are we stuck
in this conflict?
Because
B-D1: The client believes that we are able to give them the desired price.
B-D2: The client can buy this or alternative product at the desired price
somewhere else.
In order to [B] B I must [D] D

profits
C D
Reject clients
Ensure the
request/demand to
target mark up
decrease the price
Checking the solution
Suggested solution Lets expand to new markets must

REMOVE THE CONFLICT AND MEET THE NEEDS B and C
B D
Accept clients
Avoid losing
A the order/ Injection:to
request/demand
Secure getting
profits
client
C
Expand to new ?
decrease the price
CONFLICT
D
Ensure the Reject clients

markets
target mark up request/demand to
decrease the price
If we expand to new markets will we avoid losing orders/clients in the
NEW MARKET and ensure the target mark up?
Lets check the connection Injection B.
What makes us believe that the behaviour of the new market will be
different from the behavior of our current market?
Do we know that the SAME
conflict will not repeat itself in
the NEW MARKETS?
Currently the conflict is in place because we proceed from the assumptions that
B-D1: The client believes that we are able to give them the desired price.
B-D2: The client can buy this or alternative product at the desired price
somewhere else.
B D
client decrease the price
To justify the suggested solution Expand to new markets and NOT to
GET INTO THE SAME CONFLICT IN THE NEW MARKETS we need to check that these
assumptions will be INVALID IN THE NEW MARKET.
Will they be INVALID?
Will the clients perceive our price as desired?
Will we be the ONLY provider of these products?
(In other words, in the new markets there will be no competitors to which clients
can turn for the same or similar products to the ones that we will sell)
IF YOUR ANSWERS to these questions are NO or WE DO NOT
KNOW, your suggested solution Expand to new markets
www.tocpractice.com
is31NOT justified.
st
International Conference of the TOC Practitioners Alliance - TOCPA
It is legitimate to reconstruct the Cloud in order to
UNDERSTAND THE SITUATION and
MAKE SURE THAT THE SOLUTION IS JUSTIFIED.
However, we often see that a change initiator builds
the Cloud AFTER s/he came up with the solution
(and the solution was NOT developed through Cloud).
Often, such a Cloud is built simply in order to
wear a TOC label.
Because the content is FORCED into the Cloud, such a
Cloud would have several typical mistakes.

Typical mistakes in a
FORCED Cloud
Because the content is FORCED into the Cloud, such a Cloud would
have typical mistakes:
D will not satisfy the requirement of being the perceived necessary
condition for B, or D for C, or B/C for A;
D will not endanger C, and/or D will not endanger B;
D (or D) will contain the solution that is forced by the Cloud author;
Assumptions under the straight arrows will be just additional
arguments for the entity at the tail of the arrow instead of
explaining the link.
When we point out these mistakes to Cloud authors, they usually start
to REWRITE the Cloud (changing B and C, and often even D and D) and
end up with a different cloud and different assumptions - that are
usually not much better than the first version. Please note, that at the
same time, the Cloud author will STICK to their SOLUTION. Which
confirms once again that the Cloud is artificial, and is built to prove
my point.
One should not be surprised to meet resistance in this case.
Overcoming Layer 2
Layer 2: Disagreement on the direction of solution
To be able to overcome Layer 2 you yourselves must

be SURE that the solution DO REMOVE the problem
on which you have reached the agreement in Layer 1.
How to do that? You demonstrate and justify that
your solution MEETS the needs B and C.
B
A Inj
C
Overcoming Layer 3
Layer 3: Disagreement that the solution will

bring the desired benefits
To overcome Layer 3 you quantify and demonstrate
the benefit the system will get as the result of
achieving BOTH needs B and C, and the common
objective A.
$ $ B
A Inj
C
$
Overcoming Layer 4
Layer 4: Fear that the solution will result in

negative consequences (Risks)
To overcome Layer 4 you find out and record the
logic of how a GOOD solution may end up with a
BAD OUTCOME.

Overcoming Layer 4
Negative Branch Reservation (NBR) presenting

potential negative outcome of a situation or an
proposed solution and finding an injection to trim it
Possible negative Possible negative

outcome outcome
- +
+ +
Supporting
Injection
+ +
Situation/Injection Situation/Injection

Overcoming Layer 5
Layer 5: Obstacles to implementation seem to

be impossible to overcome
To overcome Layer 5 you Injection Injection
identify obstacles and dissect obst. obst. obst.

implementation tasks into IO. IO. IO.
well-defined, interrelated obst. obst.
Intermediate Objectives, IO.

obst.
IO. obst. IO.
achievement of which shows
that you have overcome IO.
obstacles. The tool for that is a

Pre-Requisite Tree (PRT).

4 - Jelena Fedurko - 31 - TOCPA - Finland - 9 Mar 2017

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31st International Conference of the

TOC Practitioners Alliance - TOCPA

Working with layers of

Jelena Fedurko, tocExpert, Estonia

Jelena Fedurko is a Co-Founder and Co-President of

Jelena has been involved in TOC since 1999. She is a

Jelena is the author of four advances books on TOC

If you meet RESISTANCE,

YOU HAVE ALREADY OFFERED

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

When does resistance happen?

When you start implementing change:

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

When actions/words are

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

It is surprising how often people have no clear

Did it happen to you that you asked someone

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

Do we always realize that because we live in society

People that Change initiator

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

1. Disagreement on the problem

6. Say Yes and do nothing

Layer 1: Disagreement on the problem

then what is THE PROBLEM?

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

What we have found:

The trend in annual/quarterly sales

The trend in annual profit

The trend in the market share

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

Suggested Solution: Every system

Suggested Solution: Lets expand to new markets

Our market share has decreased Accept clients

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

Suggested Solution: Lets expand to new markets

Our market share has decreased

Spend less money

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

Suggested Solution: Lets expand to new markets

Our market share has decreased

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

1. In order to [] Avoid losing Accept clients

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

Avoid losing Accept clients

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

Avoid losing Accept clients

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA

Avoid losing Accept clients

Avoid losing Accept clients

Suggested solution Lets expand to new markets must

Ensure the Reject clients

www.tocpractice.com 31st International Conference of the TOC Practitioners Alliance - TOCPA