In the early stages especially, you’ll need to demonstrate the value of the idea to leadership, and garner their support in gathering the necessary resources to prove the idea. The challenge is two-fold.
On the one hand, leadership may not be convinced that there is opportunity in the concept at all. On the other hand, even if leadership sees the potential, they may be concerned about the impact of the new strategy on the company at large.
Culture change is probably the hardest and most underestimated challenge of moving an organization from a transactional to a membership mindset. To make it happen, you’ll need support and a steady drum beat from leadership to ensure that the transformation, while difficult, will pay off in the long term.