Robert Quinn's concept of deep change in organizations and leadership

Robert Quinn believes that by changing oneself, one can effect changes within the organization of business.

According to Quinn, "When most of us talk about change, we typically mean incremental change," which is usually the result of "a rational analysis and planning process" (Quinn 3).

Quinn says that incremental change is generally limited in scope and often reversible, therefore if the change does not work out, 'we can always return to the old way" (Quinn 3).

Rather than focusing on surface change, Quinn explores the process of deep change, which requires "new ways of thinking and behaving...discontinuous with the past and generally irreversible" (Quinn 3). Ultimately, "deep change means surrendering control" (Quinn 3). Because most people build their identity on their knowledge and competence in employing certain techniques and abilities, making a deep change involves "abandoning both and walking naked into the land of uncertainty" (Quinn 3).

Quinn believes that people and organizations alike either change by adapting to their environments or they ceased to exist. Yet, at times a revolution is needed rather than simply the natural changes of evolution. However, deep change is not easy, says Quinn, because "organizations become structured and stagnant, and so do individuals" (Quinn 6). The identity of an individual is rooted in his or her "knowledge, values, assumptions, rules, and competencies" and as the world changes an individual often loses his sense of alignment (Quinn 6).

Quinn discusses why individuals and businesses often see the need to change but do not know what exactly what changes are needed and how to go about achieving them. However, this deep change requires a transformational leader to experience of great pain. He or she must become aligned with his or her values and the world, and only then can a leader make any deep and lasting change within his organization because only then will the leader exude his moral authority and attract others to join him.