Change management is a multibillion-dollar industry built on the fundamental claim that most people dislike change, and that someone needs to manage that resistance.

But after decades of organizational theories and billions in consulting fees, the industry does not work as promised: change management projects have a failure rate of around 70%. There’s a reason no one asked McKinsey or any other leading consulting firm to run DOGE. 

As enterprises large and small grapple with the wholesale transformation that will be wrought by the rise of artificial intelligence, it’s time to face an uncomfortable truth: Change, especially today, doesn’t happen in neat phases. It’s cyclical, unpredictable, and requires constant adaptation.

The Old Model Never Worked–But It Especially Doesn’t Now

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