Competent Change Leadership: How SCALE Counters Ineffectiveness

In his recent post, How Incompetent Leaders Lead Change, Dan Rockwell describes how poor leadership derails change efforts. He compares incompetent leaders to “toddlers with finger paint” - enthusiastic but reckless, leaving behind chaos and confusion. He points to four frequent outcomes of incompetent change leadership:
- Confusion (no clear direction)
- Inconsistency (shifting expectations)
- Disconnection (leaders acting in isolation)
- Chaos (no structured process)

Rockwell also highlights strategies that competent leaders should adopt: avoid demonizing the past, lean into early adopters, and engineer small wins.

These insights are critical, but leaders also need a system to consistently avoid incompetence and build competence into every step of change. That’s where the SCALE model comes in.

S = Set the Vision & Team

The first failure Rockwell identifies is confusion. Incompetent leaders skip over defining the “why” and neglect to involve the right people. They announce new initiatives without building a foundation.

Competent leaders do the opposite: they Set the Vision & Team.
- Clarify the Why: They articulate a clear, compelling vision for change that honors the past rather than demonizing it.
- Assemble a Guiding Team: Change requires a coalition of trusted voices, not just a single voice from the top.

C = Create the Script

The second mark of incompetence is inconsistency. In the absence of a plan, leaders give different messages to different audiences.

Competent leaders Create the Script—a roadmap for action that aligns everyone.
- Outline Key Actions: The script doesn’t have to be a rigid manual, but it should lay out steps, milestones, and roles.
- Ensure Consistent Messaging: Leaders rehearse the talking points with their teams.
- Build in Flexibility: A good script anticipates adjustments but always provides a common anchor.

A = Act & Communicate

Rockwell warns of disconnection; leaders who make pronouncements from the office without visible, active participation.

Competent leaders stay connected by Acting & Communicating visibly, consistently, and authentically.
- Lead by Example: They participate in pilots, model expected behaviors.
- Communicate Frequently: They use multiple channels to ensure no one feels left in the dark.
- Celebrate Progress: They engineer small wins and spotlight them to build momentum.

L = Learn, Listen & Linger

Another hallmark of incompetence is chaos. Sometimes initiatives are launched without feedback loops or sustained support.

Competent leaders instead Learn, Listen & Linger.
- Learn: Analyze what’s working and what’s not with real-time data.
- Listen: Invite input from early adopters and skeptics alike.
- Linger: Give initiatives time to take root instead of abandoning them too quickly.

E = Empower & Elevate

Finally, incompetent leaders cling to control, making change dependent on their presence. Once they step away, progress collapses.

Competent leaders Empower & Elevate others to lead.
- Empower: Build capacity in team members so ownership spreads.
- Elevate: Celebrate team and individual successes, showing how they connect to the vision.

How SCALE Counters Incompetence

When you compare Rockwell’s “finger-painting” picture of incompetent change to SCALE, the contrast is stark:
- Confusion → Set the Vision & Team brings clarity.
- Inconsistency → Create the Script establishes alignment.
- Disconnection → Act & Communicate fosters trust.
- Chaos → Learn, Listen & Linger ensures stability.
- Fragility → Empower & Elevate builds sustainability.

A Practical Example

Imagine a principal introducing a new literacy framework in a school:
- She begins by Setting the Vision & Team, clarifying how the framework will help close gaps and inviting a teacher team to co-lead.
- Together they Create the Script, mapping out training sessions, classroom look-fors, and checkpoints.
- She Acts & Communicates by modeling the framework during staff meetings and sending weekly updates celebrating teacher progress.
- Along the way, she Learns, Listens & Lingers by gathering teacher feedback and adjusting pacing.
- Finally, she Empowers & Elevates by training teacher leaders to coach peers, ensuring the framework lives on beyond her direct involvement.

Final Reflection

Rockwell’s warning is clear: incompetent leaders produce confusion, inconsistency, disconnection, and chaos. But competence doesn’t happen by accident. It requires a deliberate framework.

The SCALE model—Set the Vision & Team, Create the Script, Act & Communicate, Learn–Listen–Linger, Empower & Elevate—provides that structure. It gives leaders not only the mindset but also the method to lead change with clarity, connection, and competence.

With SCALE, leaders move beyond finger-painting. They create change that is thoughtful, sustainable, and embraced by those who must carry it forward.

If you want to read more, check out my book - Leading Change that Lasts.