I agree. actuall, it is probably most useful to always combine the two, meaning, think about what you want to do and at the same time how, and let the how afeect the what.
Amnon

Let me add some twist in here.

In change processes, second order innovation could be (and I’m aware of many cases that have been done this way) ideated, designed and performed first.

In that way, cultural change would preceed the “what” change, and it would prevent the “what” initiative to be considered “the flavor of the month” and the consequent archiving and non implementation.

Of course that the customer should be permeable to buy in this idea, which requires a longer time (and more money) investment as compared with ideating, designing and implementing the “what”.

Saludos,

Fabian Szulanski