It’s not just poor execution or lack of leadership causing transformation efforts to fail—it’s a deeper issue. Most leaders haven’t mastered the psychology behind viral phenomena, often referred to as social contagion. But what if we could apply these same principles that drive memes to create change within our organizations? What if we could design change to spread on its own, rather than forcing it?

The Challenge Leaders Face Many transformation efforts fall short—this is a well-known fact. A study by the CEB Corporate Leadership Council found that nearly half of leaders don’t even know if their efforts were successful. Furthermore, more than 50% agree that change needs to happen faster to keep up with the modern world. The traditional approaches to change, such as top-down directives, are outdated and ineffective. However, there’s hope. Research shows that when 25% of a group adopts a new behavior, the rest often follows in a tipping point effect.

What Memes Can Teach Us About Transformation Viral memes have a secret sauce—engagement, network effects, and emotional appeal. They don’t just ask for attention; they spark reactions that trigger a chain reaction. If leaders could communicate and design transformations with the same clarity, emotional pull, and shared sense of belonging, they might see a different result.

Designing Change That Spreads Instead of controlling change, leaders must focus on creating movements. Begin with early adopters, communicate clearly and authentically, encourage participation, and celebrate publicly. By empowering employees and making progress visible, change can snowball organically.