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26 July 2023 | Story Kekeletso Takang | Photo Charl Devenish
Prof Phillipe Burger, Prof Peter Rosseel and Prof Liezel Massyn
Prof Philippe Burger, Dean of the Faculty of Economic and Management Sciences, together with Prof Peter Rosseel and Prof Liezel Massyn, Head of the Business School, at the recent guest lecture hosted by the UFS Business School.

The business world today is confronted with continuous disruptions and uncertainty. Organisations are challenged to think about digitalisation, innovation, and transformation to remain competitive. Leaders must be able to take everyone with them on a journey of continuous change.

This is according to Prof Peter Rosseel, Director of MCR Consulting (a spin-off of the University of Leuven in Belgium) and Affiliated Professor at the University of the Free State (UFS), who gave the lecture in the UFS Business School. The title of the lecture was The Golden Triangle of Vision-Leadership-Culture: why changing behaviour is so difficult and what you can do about it? and it was aimed at challenging leaders to deal with disruptions and uncertainty, the lecture equipped attendees with the skills to do so. 

Prof Rosseel challenged attendees to stretch their thinking. “Change management is not a human resource function, it is a leadership concern. Leaders who want to see a change in behaviour should create conceptual conflict.”

Conceptual conflict

Laughter was coupled with moments of silence as Prof Rosseel, a visiting professor at the University of Leuven in Belgium, took attendees on a roller-coaster ride. He alluded to five examples of conceptual conflict, statements that shook the room. 

  • Team building doesn’t work, it is a waste of money.
  • Stop giving presentations, people only remember 4% of what was presented.
  • Take the word ‘consensus’ out of your vocabulary.
  • You can measure all you want; it won’t change behaviour.
  • Training as a strategy to change an organisation is a very bad idea.

He believes that conceptual conflict is important for the development of the culture of an organisation.

In addition to creating conceptual conflict, leaders should negotiate with their teams. “There are three ways to go about this; inform, engage/empower, and observe the change in behaviour. People want to be informed on time, people want control, and people want to know why. Meet these terms and you are well on your way to observing the change in behaviour. People can agree to change even if they don’t support it, as long as they believe it is fair.”

An attendee posed a question to Prof Rosseel: “In South Africa, we have trade unions, and this leads to a consensus approach to decision-making. How do we do away with consensus in decision-making?” Prof Rosseel responded by saing: “That’s the context within which you operate. You can’t change the context. Play the politics but never compromise the strategy implementation.”

The golden triangle of ‘vision – leadership – culture’ provides a framework within which organisations can operate. Vision is the content, while leadership facilitates the change in behaviour, and culture is created through strategy implementation and cognitive dissonance.

About the speaker 

Prof Rosseel’s field of expertise covers strategy implementation, change management, cultural and digital transformation, leadership, and learning. He travels the world to help leadership teams and their organisations to change (80% of his time). 

He also teaches change management, and digital and organisational culture transformation to first- and second-year students in the Master of Biomedical Sciences, third-year Bachelor of Criminology students, and third-year Bachelor of Psychological and Educational Sciences students. In 2024, he will also teach a postgraduate course to engineers on the same subject matter. In South Africa, he teaches in the Faculty of Economic and Management Sciences (20% of his time).

Read up on more programmes offered by the UFS Business School here.

News Archive

Three minutes for research
2015-09-07

When you have only three minutes in which to explain an 80 000-word thesis, every second counts. This is what researchers from across the country realised during the first national round of South Africa’s Three-minute thesis competition.

The University of the Free State (UFS) Postgraduate School hosted this international competition on the Bloemfontein Campus, where master’s and doctoral students from 12 universities participated. During the competition, each researcher had to give a presentation on his/her research within three minutes.

Dr Henriette van den Berg, Director of the UFS’s Postgraduate School, and presenter of the two-day competition, said the competition is the ideal platform to teach researchers how to become effective research communicators.

“It is important that researchers should learn to communicate the essence of their research to audiences that aren’t necessarily specialists in the field. They should also be able to emphasise how their research contributes to the success and well-being of communities. Researchers often have to explain to persons who aren’t specialists in their specific research area the reasons why it is important to fund the research, for example, or during a work interview. They should be able to convey the essence of their research effectively in a very short time.”

The 3MT competition, which originated at the University of Queensland in Australia, has in 2010 developed into an international trend since its inception. Currently, the 3MT is presented in Australia, the USA, and the UK.

For the competition, participants are given just three minutes to explain their research. In this time, they have to explain the problem and the methodology, as well as why this research is important. Participants are allowed to make use of only one piece of static imaging material for support.

A panel of judges from the participating universities were selected to assess each presentation, based on how well participants expressed themselves in such a short time, and on their choice of imagery.

Gavin Robinson from the University of Johannesburg, Cameron McIntosh, and Ingrid Alleman, both from the UFS, were the respective winners in the categories for doctoral and master’s students.

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