770: How to Make Change Irresistible, with Phil Gilbert

The discussion centers on making organizational change "irresistible" rather than mandated, drawing on Phil Gilbert's experience transforming IBM. Gilbert emphasizes viewing change as a high-value product requiring the same resources and rigor as top-performing products. A key distinction is architecting change programs for sustained cultural adoption, not just immediate competency. Gilbert recounts forbidding his leadership team from saying "they just don't get it" when employees resisted change, underscoring the importance of the leader understanding why the change is not being adopted. He also introduces the concept of "cupcakes, birthday cakes, and wedding cakes" as an analogy for how to approach change.