Why is change regarded as a 'soft' area?

The question was asked first on LinkedIn where other answers can be found. My answer was:

“Paul, While some may regard change as a "soft" area, from the responses you have gotten thus far there appear to be many theories offered to explain what's happening. By asking the question and elaborating on it with suggestions of "lack of cognitive framework" we clearly have an idea of how you might approach the apparent problem. Without telling us more about what you mean by "soft," the conversation can lead almost anywhere. So please permit me to present a focus just on that one word.

Here's what the Merriam Webster Online Thesaurus says of the adjective "soft" (http://www.m-w.com/cgi-bin/thesaurus?book=Thesaurus&va=soft):

Entry Word: soft Function: adjective Text:

1 not loud in pitch or volume Synonyms dull, low, quiet Related Words dead, silent, still; dreamy, peaceful, restful, soothing, tranquil; muffled, muted, softened, toned (down)

Near Antonyms brazen, dinning, discordant, noisy, obstreperous, raucous, rip-roaring, vociferous; grating, harsh, shrill, strident Antonyms blaring, blasting, booming, clamorous, clangorous, deafening, earsplitting, loud, piercing, resounding, ringing, roaring, sonorous, stentorian, thunderous

2 smooth or delicate in appearance or feel Synonyms cottony, downy, satin, satiny, silken, silky, velvety Related Words creamy; delicate, fine, slick, smooth

Near Antonyms bumpy, lumpy, pebbly; broken, jagged, ragged, rugged; grainy, granular, gritty Antonyms coarse, harsh, rough, scratchy

3 giving easily to the touch Synonyms flabby, mushy, pulpy, spongy, squashy, squishy Related Words unhardened; doughy, fleshy; droopy, flaccid, floppy, lank, limp, slack, yielding; compressible, malleable, pliable, pliant, workable

Near Antonyms inflexible, resilient, rigid, stiff, tense; resistant, sound, strong, sturdy, tough, unyielding; hardened, indurated, tempered Antonyms firm, hard, solid

4 involving minimal difficulty or effort -looking -- see EASY 1

5 lacking bodily strength -- see WEAK 1

6 lacking strength of will or character -- see WEAK 2

7 not harsh or stern especially in manner, nature, or effect -- see GENTLE 1

8 providing physical comfort -- see COMFORTABLE 1

Once you have perused the variety of words also used to describe things said to be "soft," you can recognize that those who simply claim change management is "soft" may be playing a dismissive language game. They do not want to engage in a serious dialogue about it. How to deal with such language gamesmen (and women)?

If you choose to remain on the level of language alone, I predict little progress will be made. This will be little more than change supervision as you watch them move from the usage of soft to some other variant, claiming a new cognitive framework which you will then have to contend with all over again.

If you question their judgement about change management being soft, the argument will not advance far until you get them to examine their own assumptions about it and be ready to have them examine yours. That will doubtless get messy. This will be change management at its most challenging.

If you decide for some reason to pursue the claim any further, I believe you will have to be prepared to expose their oversights and reveal your insights. But this will not be change management; rather, it will be change leadership. When we lead change and not just manage it, we become painfully aware of what is "soft" and what is "hard."”

What do you think?

Please include your comment here or contact me to discuss.

Thanks.

John Darrouzet