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CHAPTER THIRTY-ONE

The Dialogic Organization Development Approach to Transformation and Change

Gervase R. Bushe and Robert J. Marshak

In the last 30 years, the post-modern practices are now widely used, but under a
orientation in the social sciences, and the variety of names and without a clear
discoveries in non-linear and complexity understanding of their shared premises nor
natural sciences, have been influential in their similarities and differences with
altering ideas about change and change foundational OD. Furthermore, dialogic
practices. These ideas and change practices methods seem to be especially effective
have led to a variety of methods (see Table when dealing with two types of
31.1) that deviate from key tenets of the contemporary issues. One is when the
diagnostic forms of organization prevailing ways of thinking, talking about,
development (OD) created during the and addressing organizational dilemmas
1960s-1970s. We have labeled these ideas traps an organization and its leaders in
and practices Dialogic OD (Bushe & repetitive but futile responses. The other is
Marshak, 2009) and have been studying when facing wicked problems, paradoxical
their common philosophical basis, and how issues and adaptive challenges, where there
they actually create change in practice is little agreement about whats happening
(Bushe & Marshak, 2014a). Overall, weve and where there are no known solutions or
concluded that simply having good remedies available to address the situation.
dialogues is not enough to create change, Dialogic approaches work by fostering
but that Dialogic OD approaches can help generativity to develop new possibilities
leaders and organizations meet adaptive rather than problem-solving, altering the
challenges (Heifetz, 1998) and create prevailing narratives and stories that limit
transformational change (Bushe & Marshak, new thinking, and working with the self-
2015a). In this chapter, we identify eight organizing, emergent properties of complex
key premises of a Dialogic OD Mindset and systems. Dialogic OD offers a viable
contrast these with a Diagnostic Mindset. alternative to the create a vision, plan a
We also identify the three core change path to it, and implement through action
processes that, whether practitioners are teams practice of organizational change,
aware of it or not, are the source of change and is better able to meet some of the
in Dialogic OD efforts. Based on our challenging complexities of twenty-first
research we believe that Dialogic OD century organizing.

Correct citation: Bushe, G.R. & Marshak, R.J. (2016) The Dialogic Organization Development Approach to
Transformation and Change. In Rothwell, W. Stravros, J., & Sullivan R. (eds.) Practicing Organization Development 4th
Ed. (407-418). San Francisco, Wiley.
Table 31.1 Examples of Dialogic OD Methods

1. Art of Convening (Neal and Neal) 21. Preferred Futuring (Lippitt)


2. Art of Hosting (artofhosting.org) 22. Reflexive Inquiry (Oliver)
3. Appreciative Inquiry (Cooperrider) 23. REAL model (Wasserman & Gallegos)
4. Charrettes (Lennertz) 24. Real Time Strategic Change (Jacobs)
5. Community Learning (Fulton) 25. Re-Description (Storch)
6. Complex Responsive Processes of Relating 26. Search Conference (Emery & Emery)
(Shaw)
27. Six Conversations (Block)
7. Conference Model (Axelrod)
28. SOAR (Stavros)
8. Coordinated Management of Meaning
(Pearce & Cronen) 29. Social Labs (Hassan)

9. Cycle of Resolution (Levine) 30. Solution Focused Dialogue (Jackson &


McKergow)
10. Dynamic Facilitation (Rough)
31. Sustained Dialogue (Saunders)
11. Engaging Emergence (Holman)
32. Syntegration (Beer)
12. Future Search (Weisbord)
33. Systemic Sustainability (Amodeo & Cox)
13. Intergroup Dialogue (Nagada, Gurin)
34. Talking stick (preindustrial)
14. Moments of Impact (Ertel & Solomon)
35. Technology of Participation (Spencer)
15. Narrative Mediation (Winslade & Monk)
36. Theory U (Scharmer)
16. Open Space Technology (Owen)
37. Visual Explorer (Palus & Horth)
17. Organizational Learning Conversations
(Bushe) 38. Whole Scale Change (Dannemiller)

18. Participative Design (M. Emery) 39. Work Out (Ashkenas)

19. PeerSpirit Circles (Baldwin) 40. World Caf (Brown & Issacs)

20. Polarity Management (Johnson)

Correct citation: Bushe, G.R. & Marshak, R.J. (2015) The Dialogic Organization Development Approach to
Transformation and Change. In Stravros, J., Rothwell, W. & Sullivan R. (eds.) Practicing Organization Development 4th
Ed. (407-418). San Francisco, Wiley.
EIGHT KEY PREMISES OF DIALOGIC interacting with an environment, but as
OD dialogic systems in which people are
Dialogic OD is still an evolving convergence continuously sense-making and meaning-
of newer premises, principles, and resulting making, individually and in groups. What
practices that lead practitioners to happens in organizations is influenced more
approach situations with a different way of by how people interact and make meaning
thinking and acting. We hope to speed up then how presumably objective external
this convergence by giving it its own name factors and forces impact the system.
and identity - Dialogic OD - and inviting OD 3. Language, broadly defined, matters. The
practitioners into a conversation about its Dialogic OD mindset thinks that words (and
underlying premises and practices, both other forms of communication) do more
now and going forward. than convey information, they create
Based on our review of the range of meaning. Thinking is powerfully influenced
methods listed in Table 31.1 and an in- by written and verbal communications and
depth analysis of six major theories of the underlying narratives, stories and
Dialogic OD practice (Bushe & Marshak, metaphors people use when engaging with
2014b), we have identified eight key each other. Change is created and
premises that we believe shape the Dialogic sustained by changing what words mean
OD mindset: a set of fundamental beliefs and by changing the words, stories and
about organizations and change that differ narratives that are used in groups and
in important ways from the thinking found organizations.
in Diagnostic OD. 4. Creating change requires changing
1. Reality and relationships are socially conversations. The social construction of
constructed. The Dialogic OD mindset reality occurs through the conversations
believes that organizations are socially people have, everyday. Change requires
constructed realities. It is how we socially changing the conversations that normally
define and describe objective and take place. This can occur from changing
subjective facts that influence what who is in conversation with whom (e.g.,
people think and do. In every conversation, increasing diversity, including marginalized
this reality is being created, maintained, voices), what is being talked about, how
and/or changed. Furthermore, there is no those conversations take place, increasing
single objective social reality. Instead, there conversational skills, and by asking what is
are many different truths about any being created from the content and process
organization, some dominant and some of current conversations.
peripheral. 5. Groups and organizations are inherently
2. Organizations are meaning making systems. self-organizing. The Dialogic OD mindset
The Dialogic OD mindset thinks of believes that organizations are self
organizations not just as open systems organizing, emergent systems where social

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Forthcoming in Practicing Organization Development (4th Edition), Wiley.
reality is being constructed every day. The of perspectives and motivations in the
Dialogic OD mindset finds it more useful to system, without privileging anyone, before
think of organizations as continuous flows, seeking new convergences and coherence.
rather than stable entities, where different 7. Transformational change is more emergent
processes, structures and ideas vary in how than planned. Transformational change
quickly they are changing. OD practitioners cannot be planned toward some
may nudge, accelerate, deflect, punctuate, predetermined future state. Rather,
or disrupt these normal processes, but they transformation requires holding an
do not unfreeze and re-freeze them. intention while moving into the unknown.
Stakeholders who care about the state of Disrupting current patterns in a way that
the system, who are able to develop rich engages people in uncovering collective
enough information networks, and are not intentions and shared motivations is
constrained by any one groups power, will required. As a result, change processes are
frequently find ways to respond to more opportunistic and heterarchichal,
challenges that are too complex for leaders where change can and does come from
to successfully address through planning anywhere in the organization, more than
and controlling approaches. Instead, the planned, hierarchical and top-down.
leaders job in Dialogic OD approaches is to 8. Consultants are a part of the process, not
create spaces where useful changes can apart from the process. OD practitioners
emerge, and then support and amplify cannot stand outside the social construction
those changes. of reality, acting as independent facilitators
6. Increase differentiation in participative of social interaction. Their mere presence is
inquiry and engagement before seeking part of the discursive context that
coherence. In foundational OD, influences the meaning making taking
organizational system members are place. OD practitioners need to be aware of
involved at various times in diagnosing their own immersion in the organization
themselves and making action choices to and reflexively consider what meanings
address identified issues. The Dialogic OD they are creating and what narratives their
mindset reflects a much broader actions are privileging and marginalizing.
conception of engagement that is based on As shown in Figure 31.1, these premises
methods of inquiry intended to discover lead to different ways of thinking about the
new and transformational possibilities. The basic building blocks of organization
resulting processes of participative inquiry transformation and change, even as
(rather than diagnosis), engagement, and practitioners may on the surface seem to
reflection are designed to: a) maximize engage in similar steps as in Diagnostic OD.
diversity, b) encourage stakeholders to For example, one can use AI methods
voice their unique perspectives, concerns diagnostically: collect and analyze stories
and aspirations, and c) surface the variety during Discovery, identify preferred

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Forthcoming in Practicing Organization Development (4th Edition), Wiley.
outcomes during Dream, propose organizing is understood essentially as a
alternative actions during Design, and conversational process, an inescapably self-
choose and implement changes during organizing process of participating in the
Destiny. Yet when decisions and actions spontaneous emergence of continuity and
follow from a Dialogic OD mindset, the change, then we need a rather different
choices made and actions taken will be very way of thinking about any kind of
different (Bushe, 2012). As Shaw (2002) organizational practice that focuses on
notes in discussing foundational OD, change ( p. 11).
Above all I want to propose that if

Figure 31.1. Contrasting Polar Ideal Types: Diagnostic and Dialogic Mindsets

From Bushe, G.R., & Marshak, R.J. (2014b). The dialogic mindset in organization development. Research in
Organizational Change and Development, 22, p.86.

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Forthcoming in Practicing Organization Development (4th Edition), Wiley.
THE CORE PROCESSES OF A variety of Dialogic OD methods can be
TRANSFORMATIONAL CHANGE IN used to create containers for productive
DIALOGIC OD
conversations to take place that support re-
Simply having good dialogues, creating organizing at higher levels of complexity
spaces where people are willing and able to despite the anxiety that disruptive endings
speak their minds and listen carefully to one can create. However, once disrupted, it is
another, is not sufficient for impossible to plan or control what might
transformational change to occur. We then happen; the options range from
propose that three underlying change complete dissolution to reorganization at a
processes, singly or in combination, are higher level of complexity (Prigogine &
essential to the successful use of any of the Stengers, 1984). Practitioners operating
Dialogic OD methods listed in Table 31.1 from a dialogic mindset tend to encourage
(Bushe & Marshak, 2015a). Said another leaders to confront and push the system
way, we believe that failures of any Dialogic close to chaos while expanding and
OD method to stimulate transformational enriching the networks amongst
change is a result of none of the following stakeholders, rather than pursuing
three transformational processes having diagnostically induced planned change from
happened. a current to a desired future state. It is at
the close to chaos boundary that self-
Transformational Process 1: Emergence organizing changes can emerge (Kauffman,
1995; Pascale, Milleman & Gioa, 2001).
Transformation Process 1 is when a
Dialogic OD practitioners assume that fully
disruption in the ongoing social
engaging organizational members in such
construction of reality is stimulated or
self-organization will lead to more impactful
engaged in a way that leads to a more
changes, more quickly, than attempts to
complex re-organization. This disruption
plan and implement prescribed changes.
occurs when the previous order or pattern
of social relations falls apart, and there is
Transformational Process 2: Narrative
little chance of going back to the way things
were. Disruptions can be planned or Transformational Process 2 is when there is
unplanned, and the group or organization a change to one or more core narratives.
may be able to self-organize around them Core narratives are the storylines people
without much conscious leadership. From a use to explain and bring coherence to their
Dialogic OD perspective, however, organizational lives by making sense of
transformation is unlikely to take place ongoing facts and events. Changing what
without disruption of the established people think or their social agreements -
meaning-making processes (Holman, 2015; for example about the role of women in
Stacey, 2015). organizations, or about hierarchical
Correct citation: Bushe, G.R. & Marshak, R.J. (2015) The Dialogic Organization Development Approach to
Transformation and Change. In Stravros, J., Rothwell, W. & Sullivan R. (eds.) Practicing Organization Development 4th
Ed. (407-418). San Francisco, Wiley.
structures, or even about how change opportunities the generative image evokes.
happens in organizations - requires A variety of the methods listed in Table 31.1
changing the common, prevailing storylines are often supported by using generative
endorsed by those presently and/or images as the initiating themes or questions
historically in power (Marshak & Grant, for inquiry (Bushe, 2013b) or by evoking
2008). Stories are a way of managing new generative images in the process of
change, particularly culture change, and dialogue and inquiry (Storch & Ziethen,
transformational change is often 2013). Bushes research has found that
constituted by transformations in the generative images are central to successful
narratives that participants author (e.g., applications of AI (Bushe, 1998, 2010,
Brown & Humphreys 2003; Buchanan & 2013a; Bushe & Kassam, 2005), and we
Dawson, 2007). A variety of the methods propose that they are also central to
listed in Table 31.1 can be used as a Dialogic OD approaches more broadly
conscious intervention into the narratives defined (Bushe & Storch, 2015).
and story making processes of an
organization (Storch, 2015; Swart, 2015). WHAT DO DIALOGIC OD
PRACTITIONERS DO?
Transformational Process 3: Generativity Dialogic OD practice differs along a
continuum from episodic change practices
The third transformation process happens
to continuous change practices (Bushe &
when a generative image is introduced or
Marshak, 2014a). An episodic change
surfaces that provides new and compelling
practice focuses on one or more events
alternatives for thinking and acting. A
intended to help a group or organization
generative image is one or more words,
transform from one semi-stable state to
pictures, or other symbols that provide new
another. A continuous change practice is
ways of thinking about social and
based on a stream of ongoing interactions
organizational reality. They, in effect, allow
intended to make small alterations to the
people to imagine alternative decisions and
ongoing patterns of interaction or self-
actions that could not be imagined before
organization that, over time, accumulate
the generative image surfaced.
into a transformed state of being.
Sustainable development is one iconic
Those sponsoring Dialogic OD usually do
example of a generative image. Even
not know exactly what changes are needed,
though it cannot be defined (one quality of
wanted or how to achieve them. The
truly generative images) it continues to spin
complexity of the issues and dynamics
off innovations more than 25 years after it
leaders and organizations face in the 21st
was first coined. A second property of
century world of work means that
generative images is that they are
application of best practices or pre-
compelling; people want to act on the new
existing knowledge to identify and then

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Forthcoming in Practicing Organization Development (4th Edition), Wiley.
implement change is unlikely to be will require a change in those narratives.
successful. This has been described by Some focus primarily on changing the
Heifetz (1998) as the difference between discourse while others focus on both
technical problems and adaptive challenges, discourse and the changes in decisions and
and by Snowden & Boone (2000) as the action that emerge from it. Like Diagnostic
difference between complicated and OD, Dialogic OD involves both structured
complex decision situations. Dialogic OD interventions (like action research) and
practitioners believe that dialogic processes experiential interventions (like process
are the most effective way to deal with consultation). In the following we briefly
adaptive, complex challenges. During the summarize both types of Dialogic OD
entry process, the Dialogic OD practitioner practice.
will work with the sponsors to identify, in
general, their intentions and the range of Structured Dialogic OD
potentially affected stakeholders who need
to be engaged in the Dialogic OD process. Structured Dialogic OD involves one or
more events. These events are designed so
They may or may not decide it is important
that relationships and communications are
to create a planning or hosting group
that in some way represents those enhanced to enable more creativity and
engagement. Practitioners create a
stakeholders to help architect the change
container (Corrigan, 2015) within which
effort. This is usually more important when
new conversations can take place, new
the change involves a complex issue, for
relationships forged, and ideas for change
example: transportation in the region,
where theres a need to engage a large or emerge. Much of the difference in Dialogic
OD methods concerns ways of orchestrating
very large group of stakeholders and when
(rather than facilitating) what happens in
operating from a more episodic change
these containers. In all cases, when
mindset. Its critical at this stage for the
successful, participants make personal,
OD practitioner and the sponsor to agree on
the desired directions of the change effort voluntary commitments to new behaviors
and projects. An emergent or
and for the sponsor to be able and willing to
improvisational, as opposed to a planned
make the necessary resources, particularly
time, money, and personal commitment, implementation, approach to the action
phase is generally used. Events are
available for the project.
intended to generate and support self-
Some Dialogic OD methods involve
organizing groups with ideas for change to
participants in becoming explicitly aware of
take action, without knowing which of
the stories, narratives, and patterns of
these will actually be successful.
discourse they are embedded in while
Practitioners work with leaders to watch
others do not. In either case, all assume
and learn, cultivate the ideas that lead the
that personal and/or organizational change

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Forthcoming in Practicing Organization Development (4th Edition), Wiley.
organization in the desired direction, occur at all levels and parts of an
amplify their impact, and embed them into organization, (Shaw, 2002; Stacey, 2015).
the organizations fabric (Roehrig, Any shifts in the nature of these
Schwendenwein, & Bushe, 2015) conversations, for example, their
participants, emphases, or patterns, will
Unstructured Dialogic OD encourage incremental shifts that lead
groups to self-organize in new and different
We refer to less structured approaches to
ways without the need to bring anything to
Dialogic OD as dialogic process
awareness. There is no use of specially
consultation. In these approaches, a
structured events to shift from a current
practitioner will bring a dialogic mindset to
state to a more desired future state
one-on-one and small group interactions.
(Goppelt & Ray, 2015; Ray & Goppelt,
In some approaches to dialogic process
2013). Instead the OD practitioner enters
consultation, the OD practitioner helps
into a team or organization that is assumed
individuals become aware of and take more
to be in the continuous process of
control over the prevailing images,
becoming, participates fully in the ongoing
metaphors, and narratives that are shaping
life of the system while seeking to draw
how people think and act (Marshak, 2013).
attention to, or modify, any on-going
They may focus attention to the ways in
dialogic patterns that may be blocking or
which conversations that differ from the
limiting the organizations ability to evolve,
prevailing wisdom are restricted or
and/or by accentuating differences that
encouraged, for example the degree to
might encourage new patterns to emerge.
which a diversity of participants and
perspectives are included or excluded in key SUMMARY
organizational decisions. They may invite
Dialogic and Diagnostic OD are not two
consideration of processes of generativity;
different things they are different ways of
especially how to foster new images that
thinking. We believe they both exist, more
will influence the ongoing construction and
or less, in the mental maps of individual OD
re-construction of social reality (Storch &
practitioners. Like yin and yang, they can
Ziethen, 2013).
combine in a myriad of ways to affect an OD
The most provocative approaches to
practitioners choices and actions. We
dialogic process consultation are based on
advocate avoiding either/or arguments and,
concepts of complexity, meaning making,
instead, inquiry into the opportunities for
emergence, and self-organization. These
change each mindset provides separately
dialogic process activities assume
and in combination.
relationships and organizations are
It is unclear to us, at this time, whether
continuously re-creating themselves
dialogic transformational change requires
through the on-going conversations that
all or most all of the eight premises, and

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Forthcoming in Practicing Organization Development (4th Edition), Wiley.
more than one of the three core organization: Implications for practice.
transformational processes to be Review of Research and Social
successful. To us and other Dialogic OD Intervention, 29, 7-24.
practitioners they do seem related, either Bushe, G.R. (2012). Appreciative inquiry:
explicitly or implicitly. It is difficult to Theory and critique. In D. Boje, B.
imagine, for example, a change in a core Burnes, & J. Hassard (eds.) The Routledge
narrative that did not also involve a companion to organizational change (pp.
disruption to the prevailing social 87-103). Oxford, UK: Routledge.
construction of reality. But changes in core
Bushe, G.R. (2013a). Generative process,
narratives do occur over time, which do not
generative outcome: The transform-
necessarily involve an abrupt disruption. In
ational potential of appreciative inquiry.
a world of constant change, however,
In D.L. Cooperrider, D.P. Zandee, L.
disruption is mainly a matter of temporal
Godwin, M. Avital & B. Boland (eds.)
perspective. Our current proposition is that
Organizational generativity (Advances in
transformational change from Dialogic OD
appreciative inquiry, vol.4, 89-122).
results from some combination of the three
Bingley, UK: Emerald Press.
change processes as supported by the eight
key premises. Hopefully, Dialogic OD, and Bushe, G.R. (2013b). Dialogic OD: A theory
the narrative advanced in this chapter, of practice. OD Practitioner, 45(1), 10-
serves as a generative image evoking new 16.
insights into the potential for OD practices
Bushe, G.R., & Kassam, A. (2005). When is
to transform organizations and realize more appreciative inquiry transformational? A
effective organizing. meta-case analysis. Journal of Applied
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