Integrate Organizational Development And Change Management

Change is inevitable, but struggling through it doesn't have to be. While too many businesses battle through transformations, the most successful organizations harness the combined power of organizational development (OD) and change management.

Picture your own team thriving in the face of uncertainty, guided by a clear strategy and a culture built to adapt. 

In this article, you'll learn practical steps to do just that. Through integrating OD and change management, you empower your organization to lead change with confidence and resilience and achieve lasting success.

What Is Organizational Development (OD)?

Organizational development is a systematic approach that leverages behavioral science to align organizational goals, structures and processes with the evolving needs of employees and the marketplace. 

OD bridges the gap between an organization’s vision and its practical implementation, making it a foundational element for effective change management.

For example:

• OD assesses reporting structures and policies when a retail company expands into e-commerce.
• OD helps develop an integration strategy and optimize organizational structure when an airline purchases a regional carrier.

Key aspects of OD include:

1. Adaptability – Optimizes systems and relationships to navigate change effectively.

2. Humanistic values – Prioritizes fair treatment, participation and personal growth.

3. Trend awareness – Considers current societal and industry trends for informed decision-making.

4. Stakeholder insight – Identifies and assesses the influence of key team members.

5. Customization – Tailors strategies using the latest data to fit each company uniquely.

6. Agility – Promotes a dynamic work environment for strategic advancement.

7. Purpose-driven – Helps align your company’s actions with employee satisfaction and overall objectives for a harmonious and productive workplace.

Use organizational development (OD) to align your business strategies with team needs. It will make your company more adaptable and focused on employee growth. This approach drives businesses forward with purpose and resilience.

How Is Organizational Development Different From Human Resources?

Human Resources (HR) and OD both enhance organizational effectiveness by focusing on people, but they do so in fundamentally different ways.

Scope and focus

HR typically manages operational, administrative, and compliance-related functions such as recruitment, payroll, benefits administration, employee relations, performance management and ensuring adherence to labor laws. It’s crucial in creating a stable and compliant work environment, supporting employees' immediate needs, and fostering engagement and satisfaction.

In contrast, OD takes a strategic approach aimed at driving organizational effectiveness. OD focuses on aligning culture, leadership, structures and processes with long-term goals. This facilitates growth and adaptation within the organization.

Role and objectives

HR focuses on tactical day-to-day operations and immediate employee needs. This includes managing people-related issues at the individual and team level to ensure that HR policies and practices support the overall organizational strategy.

On the other hand, OD emphasizes proactive, systematic improvements at the organizational level. It fosters sustainable changes in culture and business strategy and ensures the organization can thrive in a dynamic environment.

For example, an OD team might take on a strategy to improve cultural awareness. The vast majority of teams see this as important, and it falls under the more strategic approach of OD rather than the operational approach of HR.

Importance of Organizational Cultural Awareness

Methodologies and tools

HR commonly uses standardized processes and tools like job descriptions, employee handbooks, performance evaluations and compliance training. 

OD leverages behavioral science methodologies, including assessments, interventions, coaching and strategic alignment activities to drive deeper cultural and structural changes.

In short, while HR manages the critical operational aspects of workforce management, OD strategically shapes your organization's overall culture and structure, preparing your business for adaptability, resilience and long-term success.

Organizational Development Strategy: What It Is, Why It Matters, and How to Build On

An OD strategy is your roadmap for aligning people, processes and structure to drive organizational effectiveness and growth. It clarifies where your organization stands, outlines the desired future state and charts the steps to get there. 

Having an OD strategy matters because it enables your organization to stay ahead rather than reactively managing change. By proactively improving your internal systems, culture and capabilities, you ensure continuous alignment with your broader business goals and market demands.

A robust OD strategy includes:

• Current state assessment – Clearly understanding your organization's strengths, gaps and opportunities through analysis, employee feedback and market insights.
• Clear objectives and goals – Establishing a shared vision and defining concrete, achievable outcomes tied directly to your overall business strategy.
• Targeted OD interventions – Choosing focused initiatives such as structural realignment, culture change programs or leadership development, based on your specific organizational needs.
• Resources and role allocation – Identifying precisely who will drive each intervention and ensuring teams have the resources, authority and capability needed for successful implementation.
• Implementation timeline – Developing a realistic, phased approach that clearly defines the timing of each initiative, creating momentum and accountability.
• Progress measurement and adaptation – Setting clear metrics and regularly reviewing outcomes. Be prepared to adapt your strategy based on real-time feedback and results to ensure continuous improvement and responsiveness.

With a clearly defined and deliberately executed OD strategy, your organization leads change with purpose and precision. Instead of reacting to external pressures, you proactively shape your organization's future, driving sustainable growth, resilience and meaningful change.

Expert Advice for Successful Organizational Development Initiatives

Launching successful OD initiatives requires strategic thinking, careful planning and purposeful execution. Follow these practical expert recommendations to maximize your OD outcomes:

1. Prioritize engagement and management

Insufficient engagement and management of the people impacted by change is one of the leading challenges organizations face in OD. This matters because organizational development initiatives inherently involve changes in processes, culture and structures—each of which directly affects your people. If team members aren't actively engaged from the start, there’s a higher risk of them resisting the change. Though it’s a natural response, it could cause delays or even failure to achieve the intended outcomes.

To prevent this, clearly identify key people early on, analyze their influence, and actively manage their concerns. Use structured tools like our communications checklist to ensure targeted, consistent messaging that addresses their expectations and maintains their engagement throughout the OD initiative.

Challenges to Change Management

Because organizational development often drives significant change, aligning OD efforts with structured change management practices becomes essential. Change management methods specifically focus on preparing, supporting and reinforcing changes at the individual level, ensuring people feel informed, involved and equipped to embrace new ways of working. 

2. Raise executive sponsorship and investment

Active, visible support from senior leadership sets the foundation for OD success. Specifically, sponsors play a critical role in aligning strategic objectives with the organization's culture and processes. Their active involvement ensures that OD initiatives are not only well-supported but also effectively integrated into the organization's fabric. 

Use tools like the Prosci Sponsor Checklist to help sponsors understand their roles and responsibilities clearly. When executives champion OD efforts openly, their involvement boosts credibility, employee alignment and overall initiative success.

3. Clearly define objectives and success metrics

Articulate clear goals and measurable outcomes before launching any OD initiative. Clear metrics enable your organization to track progress accurately and make timely adjustments. That keeps your initiative as effective and on-track as possible.

Whether targeting structural optimization, cultural alignment or process improvements, define both short-term milestones and long-term objectives. Employ structured frameworks, like those described in a project management process, to establish accountability, effectively manage tasks, and ensure alignment with strategic objectives. 

4. Foster transparent and consistent communication

Transparent communication builds engagement, keeps teams on the same page, and makes sure everyone is working toward the same goals. Clearly explain what changes are happening, why they matter, and how they benefit employees. 

To drive clarity and confidence in organizational change, utilize structured communication tools such as change briefings, leadership cascades, and targeted email campaigns to deliver consistent, high-impact messages. Prioritize frequent and open communication by establishing a multi-tiered strategy that balances detailed information with concise executive summaries.

5. Leverage cross-functional collaboration

Successful OD initiatives rely on meaningful cross-functional collaboration to build engagement and ownership. To build this effectively, clearly define shared objectives, actively involve representatives from all impacted departments, and facilitate open forums for exchanging diverse perspectives. 

Use structured workshops to identify overlooked issues and create integrated solutions. This approach increases employee ownership, broadens perspectives and ensures smoother adoption.

6. Continuously monitor progress and adjust

OD initiatives thrive on agility and responsiveness. In fact, according to a JEMI 2024 study, “Agile leadership has been shown to have a positive impact on organizational performance, business resilience, and business sustainability.” 

To lead your OD program with agility, implement regular checkpoints to monitor progress against goals. Encourage ongoing employee feedback, guided by structured approaches. For example, a company implementing a new software system can use the Prosci ADKAR® Model to create a feedback loop. This involves conducting surveys to gauge employee understanding and sentiment after training sessions. You can also schedule regular one-on-one check-ins to facilitate informal feedback, allowing employees to voice concerns in a supportive environment. 

Promptly identifying challenges allows you to act quickly and course correct, ensuring your OD initiatives remain relevant and effective.

Key Skills for Organizational Development Practitioners

Effective organizational development practitioners possess a unique blend of interpersonal, analytical and strategic skills. By cultivating these essential competencies, OD professionals can effectively drive meaningful organizational change and improvement.

1. Strategic thinking and visioning

Great OD practitioners can clearly see where the organization needs to go and explain why it matters. They understand industry trends and connect these insights to organizational goals. This helps teams feel confident about proposed changes and understand their importance, ensuring long-term sustainability and competitive advantage.

2. Change management expertise

Another key skill for OD practitioners is guiding people through change. They use proven methods, like the ADKAR Model, to support employees during transitions. OD practitioners can:

• Evaluate how ready people are for change
• Manage resistance thoughtfully
• Help leaders lead effectively
• Make sure their changes stick

With these skills, they help their organization to move forward together toward the OD benefits they set out to achieve.

3. Communication and influence

Strong communicators build real connections with their teams to make their OD programs more effective. They clearly explain ideas and adjust their message to different audiences, making complex information easy to understand and act upon. Good communication helps earn trust and cooperation from teams across the entire organization. 

4. Systems thinking and analytical skills

OD practitioners look at the big picture to understand how different parts of the organization affect each other. By seeing these connections, they can identify the root cause of issues and propose clear, targeted solutions. This analytical approach helps organizations address problems effectively and track progress accurately.

5. Emotional intelligence and empathy

Emotional skills also help team members get fully engaged with an OD initiative. Being emotionally intelligent means understanding and caring about people’s experiences during change. 

Practitioners who show empathy and are mindful of their own emotions are better equipped to handle challenging conversations, resolve conflicts, and create a supportive work environment. This approach makes team members feel appreciated and helps reduce the stress that often accompanies transitions in OD.

6. Facilitation and coaching

OD professionals often guide conversations, workshops and coaching sessions. Being skilled facilitators, they create safe spaces for open dialogue, help teams solve problems collaboratively, and support people in learning new skills. This leads to stronger teamwork and more successful outcomes.

7. Adaptability and agility

Change never stops, and effective OD practitioners are comfortable adapting quickly. They remain flexible, shifting their strategies as organizational needs evolve. By experimenting, learning from what works (and what doesn’t), and applying these insights quickly, they keep their organizations responsive and ready for the future.

What Is Change Management and Why Is It a Crucial Competency for Organizational Development?

Change is inevitable for growth, yet organizational change is complex and affects many of those impacted by the change. Change management is a structured approach for guiding individuals through organizational change, preparing, equipping and supporting them so they can successfully adopt new ways of working.

Change management’s practical tools and methods support OD's big plans, ensuring changes are well-prepared, carried out smoothly, and accepted by the team.

That team is what can make organizational changes successful, hence the need for strategic change management. As Prosci’s Chief Innovation Officer, Tim Creasey says, “To me, that’s one of the most important parts about change management—it’s about bringing human beings to the change table.”

Change Management provides a set of:

• Tools
• Processes
• Techniques

All of these guide employees through organizational changes. The aim is to minimize stress and resistance while helping everyone embrace new changes more quickly and effectively.

Prosci research indicates projects with excellent change management are seven times more likely to succeed than those with poor or no change management.

Think of these scenarios:

• When an airline buys a smaller regional company, OD helps plan how to combine the two and streamline its operations.
• When a retail company moves into online sales, OD examines and adjusts how information flows and rules are set.  

Change management goes beyond communicating changes—it actively supports individuals through these transitions.

By aligning OD’s strategic vision with change management's people-focused practices, organizations can achieve meaningful, sustainable change that benefits both employees and business objectives. The following section explores practical strategies to implement these approaches effectively.

Prosci 10 Aspects of Change Impact model 

The Prosci 10 Aspects of Change Impact model considers the impact on an individual in their job during significant organizational changes. These are as follows:

1. Processes – Changes in how things are done within the organization

2. Systems – Introduction or modification of technology or systems used in daily work

3. Tools – Changes in the tools employees use to do their jobs

4. Job roles – Changes to an employee's role and responsibilities

5. Critical behaviors – Behaviors expected from employees to support the change

6. Mindsets/attitudes/beliefs – Changes in how employees think about or approach their work and the organization

7. Reporting structure – Modifications in the organizational hierarchy or reporting lines

8. Performance reviews – Revisions to how you evaluate and provide feedback on employee performance.

9. Compensation – Adjustments in salary, bonuses, or other employee perks

10. Location – Changes in the physical workspace or location from where employees work

Prosci 10 Aspects of Change Impact

Effective change management, rather than rushed changes, signifies that employees are truly valued, benefiting the entire organization in outcomes like higher adoption and usage rates, greater ROI for the project or initiative, decreased turnover rates, enhanced productivity, and higher satisfaction.

• At the project level, change management utilizes processes and tools to guide team members to desired outcomes.
• At the organizational level, it builds strategic capabilities and leadership skills to drive transformation.

Effective change management processes boost productivity and retention, fostering lasting organizational success.

Understanding the Relationship Between Organizational Development and Change Management

To grasp the relationship between OD and change management, consider OD the architect of change—designing the long-term strategic plan for your company's future. Change management, on the other hand, is the builder—it takes the architect's designs and turns them into reality, one step at a time.

Here's a straightforward way to put this into practice:

• Map it out – Use OD to create a clear vision and strategy for change within your organization.
• Make it happen – Deploy change management to execute the plan, manage the details, and guide your team through the transition.

Understanding this partnership between OD and change management equips you to manage change more effectively, ensuring that each step is purposeful and contributes to a thriving organizational environment.

OD and change management put people first, which is crucial for successful change.

OD draws up the big plans, making sure the company's goals match its culture and how it works. Change management, on the other hand, manages the details, making sure every project and person moves forward without a hitch.

Use their combined strength 

By thoughtfully combining the strengths of OD and change management, changes are both strategically sound and effectively implemented.

For example, OD and change management working together help your organization:

• Synergize – Blend OD's big-picture planning with change management's detailed execution.
• Focus on people – Keep employee well-being at the forefront of OD and change management strategies.
• Adapt and thrive – Use OD's insights and change management's practicality to stay agile and responsive in a fast-changing business world.

Together, OD and change management form a unified strategy that can enable your organization to survive change and thrive through it.

"I think that the wall that has been erected between the two is much lower than we actually would have anticipated. And that an attempt to drive separation between the two disciplines is not advantageous for either discipline or for organizations or positive change generally. The complexity of today’s world requires more inclusive and holistic approaches to change, and bringing organization development and change management together is really what delivers that."

—Tim Creasey, Chief Innovation Officer, Prosci

The table below explains their similarities and differences:

The table below further explains OD and change management's differences and overlap:

Strategic integration of OD’s long-term, structural perspective with change management’s human-focused approach positions your organization to thrive amid change. Leveraging their complementary strengths allows you to realize your organization’s strategic vision and embrace it long-term.

When should you use OD, CM, or both?

Examples of OD and Change Management working together 

When organizational development and change management unite, real transformation happens. Let’s explore four practical examples that illustrate exactly how these complementary disciplines can partner to drive meaningful, lasting results.

1. Healthcare – Regional hospital merger

Consider two regional hospitals merging to form one unified healthcare system. The challenge wasn’t just merging operations—it involved aligning two distinct organizational cultures, harmonizing patient care practices, and streamlining workflows.

OD's role:

Organizational development laid the groundwork, designing the overall framework and vision to unite the two hospitals under a common purpose. OD professionals worked proactively to:

• Redefine strategy and mission for the new integrated health system
• Redesign the organization structure and reporting relationships
• Transform culture by bridging differences between hospitals

Change management ensures every team member is prepared and equipped to embrace a new direction. They turn your blueprint into a reality.

Change management's role:

Change management teams supported employees directly through the complex integration, ensuring smooth adoption and minimal disruption. They helped by:

• Creating a detailed change plan and timeline for the merger rollout
• Conducting impact assessment on clinicians, staff, patients and other team members.
• Designing communications to inform all impacted groups of changes
• Providing training on new systems, tools and processes

When OD's strategic foresight meets change management's hands-on approach, operations feel natural and well-coordinated.

Overlapping organizational development and change management:

By closely collaborating, OD and change management can guide the hospitals through transformations like this one, creating one cohesive healthcare organization that:

• Integrates operations, workflows and processes
• Consolidates IT systems and health record management
• Develops new roles to bridge gaps between the hospitals
• Creates standard protocols and patient experience
• Fosters a culture of a unified health system vs. individual hospitals

By using both OD and change management, the hospitals could create a healthcare experience where every patient felt at home, no matter the point of care.

2. Technology – Software company transitions to cloud-based delivery

When a software company traditionally focused on on-premises solutions decided to pivot toward a cloud-based Software-as-a-Service (SaaS) model, the challenge went beyond adopting new technology. The transition required rethinking core business practices, retraining teams and fundamentally shifting the organizational culture to prioritize agility and continuous innovation.

OD's role:

Organizational development set the stage for this transformation, guiding leaders in reshaping their approach to business strategy, culture, and team alignment. OD initiatives included:

• Redefining business strategy for recurring subscription model
• Redesigning organizational structure around cloud-based product teams
• Transforming culture from traditional software to agile SaaS

Change management translates this new strategy into action, ensuring teams are ready and equipped for the cloud transition through detailed planning and training.

Change management's role:

Change management teams focused on the human side of the transition, ensuring employees were informed, engaged and ready to succeed in the new environment. Change management teams delivered:

• A detailed change management plan and timeline
• Impact assessment on sales, delivery and support
• Communications to inform all impacted teams
• Training on selling and supporting the cloud model

OD and Change Management collaborated with other key functions to integrate systems and roles to transition this software company to a customer-focused, cloud-based delivery.

Overlapping organizational development and change management:

OD and change management effectively transformed the company’s vision into reality. Employees embraced a cloud-first mindset, enabling the company to innovate faster and build a lasting competitive advantage with:

• Integrated systems for cloud-based software delivery
• Consolidated tools and platforms for distributed teams
• New customer success manager roles
• Seamless customer onboarding to the cloud
• A new culture embracing digital delivery and engagement

This transition evolved the company into an organization where innovative cloud solutions enhance every customer's experience.

3. Aviation – Major airline acquires regional carrier

When a leading international airline acquired a smaller regional carrier, the goal wasn’t just operational integration—it was about aligning fundamentally different organizational cultures, processes, and customer service standards. Successfully navigating these complex changes required strategic clarity and hands-on change management.

OD's role:

Organizational development established the strategic foundation necessary for successful integration. By working proactively, OD practitioners set clear goals for structural and cultural alignment. Key OD efforts included:

• Redefining strategy for integrated airline and network expansion
• Redesigning organization structure and reporting lines
• Transforming cultures by bridging two airline models

Change management ensures smooth integration through detailed planning, communication and training for people impacted by the merger.

Change management's role:

Change management translated strategic goals into practical, people-focused actions. Change professionals addressed employee concerns, minimized disruption, and accelerated successful adoption. Core change management initiatives were:

• Creating a detailed change management plan and timeline
• Conducting impact assessments on roles like flight staff, back-office administration and vendors
• Designing communications to inform all impacted groups
• Provide training on harmonized processes and systems

OD and change management work to seamlessly merge operations and systems while building roles and a customer service ethos that reflects the best of both airlines.

Overlapping organizational development and change management:

The partnership between OD and change management resulted in a successful airline integration, creating an aligned, agile organization ready to deliver exceptional customer experiences and thrive in the competitive aviation industry. These combined efforts included:

• Integrating operations, maintenance procedures and protocols
• Consolidating scheduling systems and crew management
• Developing new pilot and flight attendant roles
• Creating a consistent customer service experience
• Fostering a unified airline culture

This merger is more than just adding more flights. It's about building an airline that combines the best of both Legacy and Regional to make every trip better for passengers.

4. Retail – National retail store expands to e-commerce sales

When a thriving brick-and-mortar retail chain made the strategic decision to expand into online sales, it faced challenges far greater than merely launching a website. This shift required deep organizational changes, from updating inventory systems and refining customer interactions to rethinking the entire operational model to effectively support omni-channel retail.

OD's role:

Organizational development guided the foundational changes needed to integrate online and offline operations seamlessly. OD teams ensured strategic alignment and operational readiness by:

• Assessing and redefining company strategy for omni-channel retail
• Redesigning organization structure and centralizing e-commerce teams
• Transforming culture to digital-first customer service mindset
• Establishing agile principles for cross-channel workflows

Change management implements the people side of this shift, ensuring staff is informed, trained, and supported as they adapt to the new e-commerce aspects of their roles.

Change management's role:

Change Management teams translated this strategic vision into meaningful action, resulting in employee readiness and minimal operational friction. Change teams took practical steps, including:

• Creating a detailed change plan for e-commerce launch
• Conducting impact assessment on store staff and sales roles
• Designing communications to inform staff of e-commerce changes
• Providing training on order fulfillment, customer experience, etc., for impacted roles

OD and change management unify the retailer’s in-store and online operations, creating roles and systems that support a cohesive shopping experience.

Overlapping organizational development and change management:

The effective collaboration between OD and change management empowered the retail chain to confidently transition into omnichannel operations, creating a unified customer experience and laying the groundwork for continued success and market leadership.

• Revise retail operations to unify in-store and online
• Update HR performance systems to include e-commerce metrics
• Develop new roles like online customer service reps
• Create an integrated omni-channel customer experience
• Foster culture embracing both brick-and-mortar and digital

To make the retailer a leader in in-store and online shopping, they applied OD to craft the strategy and change the company culture while using change management to implement these plans through clear communication and training.

This teamwork ensures that changes are well-designed and well-done, making transitions smooth for everyone involved.

How to Effect Successful Change

Although addressing human aspects of change can be challenging, investing in them is invaluable.

As we near the end of our exploration, let's remember the key takeaway: the powerful union of change management and organization development is crucial for enduring change.

To achieve successful change, take a two-pronged approach:

1. Fully integrate change management into projects starting at the outset. Make it an inherent, natural part of the entire project lifecycle.
2. Build change management competencies across the whole organization.

By prioritizing people in change initiatives, organizations get better results and avoid the potential costs of mismanaged change.

• Communicate clearly: Keep everyone informed to drive alignment and adoption.
• Reduce stress: Provide clear instructions to avoid confusion and ease the transition.
• Maintain productivity: Address problems quickly to keep your team on track.
• Improve morale: Ensure customers and staff are happy throughout the changes.
• Follow through: Deliver all planned changes to reap the full benefits.
• Cut risks: Avoid extra costs and protect your business from potential losses.

Effective change management ensures individual transitions that support project success and organizational agility. This makes change management beneficial and mission-critical for managing disruptive risks, enabling growth opportunities, and driving competitive advantage.

The Prosci Methodology

The Prosci Methodology is a globally recognized change management methodology that offers tools and frameworks to support individuals and organizations through change.

Interested in seeing change management in action? Here are some success stories you can learn from.

Prosci change management model

Change is tough, but Prosci makes it easier with practical frameworks to guide individuals and organizations through transitions.

The ADKAR Model focuses on individual change by taking people on a journey of:

• Awareness
• Desire
• Knowledge
• Ability
• Reinforcement

This model helps change practitioners make sense of change, develop plans, measure progress, and diagnose gaps, ensuring successful transitions.

The Prosci 3-Phase Process looks at the bigger organizational picture. It includes three phases:

• Phase 1 – Prepare Approach
• Phase 2 – Manage Change
• Phase 3 – Sustain Outcomes

Together, they help answer critical questions like "How do we define success?" and "How will we support our people?" and “How will we make sure the change sticks over time?”

Apply the Prosci ADKAR framework and 3-Phase Process to align personal development with organizational objectives, crafting a clear path to durable change.

"During the rollout of an enterprise-wide purchasing/procurement system, change management was brought in too late, leading to low attendance, confusion, and resistance during training. The system was implemented with errors, offline reconciliation issues, and increased help desk tickets. The organization jumped right to the K in ADKAR (Knowledge). Bypassing A and D (Awareness and Desire) caused the affected groups to be unaware of the change, why it was necessary, what the benefits of using the system would be, or even timelines of the rollout. Further, the project team underestimated the breadth of the impacted groups and did not have the right representation to do a complete impact assessment."
Three big lessons learned:

1) Involve change management early in the project
2) Assess potential impacts thoroughly, leveraging holistic organizational knowledge
3) Follow ADKAR steps diligently and prioritize people's needs for successful adoption."

— Engagement Leader, Prosci

Marrying Organization Development and Change Management for a Change-Ready Future

True change success isn’t about one-time wins, it’s about developing a repeatable process. By blending organizational development and change management, your organization can build a strong foundation for long-term success. Together, these disciplines align strategic vision with individual readiness, empowering every team member to confidently embrace transformation. Leveraging Prosci's people-centered methods and practical resources equips your organization to thrive in a world of constant change. 

Start building a proactive, adaptable culture today, ensuring each employee actively contributes to your ongoing success story.