Willie Jooste: The Power of Empathy and Client Understanding in Change Management
Ahead of the ACMP Change South Africa Conference 2024, we connected with Willie Jooste, a highly respected change management professional, to explore his approach to client engagement, empathy, and the global rise of Southern African change practitioners. With a strong foundation in psychology and vast experience across sectors, Willie has built his career around honest communication, cultural sensitivity, and a hands-on, client-centric approach to managing change.
Willie’s career began when he was entrusted with a major SAP implementation project. His deep understanding of client environments, combined with his psychology background, enabled him to navigate the challenges of large-scale change effectively. He emphasises that empathy is not just a feeling—it is rooted in a thorough understanding of the client’s experience. Whether working with mining clients or leading international projects, Willie brings compassion and practical insight that fosters trust and long-term success.
Daily habits: Staying grounded and hands-on
Willie’s success is attributed to his habit of working directly with clients on the ground. He is known for his long hours and personal investment in understanding the environments in which his clients operate. Instead of staying at the executive level, Willie prefers to work with mid-level managers and supervisors—the people closest to the real changes. His ability to engage at every level of an organisation ensures he can provide practical, empathetic, and genuinely helpful advice.
At Actuate, this approach perfectly aligns with our Strategic Change Marketing philosophy. Real change happens when you invest time understanding the people and the systems involved.
Empathy and honesty as cornerstones of Change Management
Willie explains that empathy stems from understanding the client’s challenges in theory and through firsthand experience. His military background and time spent working in mining give him unique insight into high-pressure situations. For Willie, honesty is paramount. He never sugarcoats the complexities of implementing change but provides clients with clear, realistic expectations.
His approach has proven vital in moments of crisis. He recounts a tragic methane gas explosion in which his role extended beyond business, offering emotional support to the families of those affected. Willie’s story demonstrates that real leadership in change management goes beyond technical solutions—it involves being there for people when they need it most.
A global rise: Southern African change practitioners
According to Willie, one of the most exciting trends in change management is the increasing recognition of Southern African change practitioners on the global stage. Willie, who is deeply involved with the Association of Change Management Professionals (ACMP), has witnessed how Southern African professionals’ diverse, culturally sensitive approaches are now highly sought after in international projects. He believes that Southern Africa’s complex, multicultural environment prepares its change leaders to succeed globally.
Advice to new Change Management professionals
Willie’s advice for newcomers to the field is simple: Don’t be afraid to make mistakes. Engage directly with clients and always maintain a focus on honesty. He encourages new practitioners to rely on their own experience and intuition in addition to established models.
We’re excited to hear more from Willie at the ACMP Change South Africa Conference 2024. His experience and insight will be invaluable to attendees.