Why Change?

In answering the "Why change?" question, the strategic communication process must create a sense of urgency and describe the burning platform. The "Why change?" message requires using a variety of vehicles in a rapid-fire sequence. At Change Leadership Services we generally focus on four elements for the "Why change?" message:

• Customer needs are changing
• Competition is intensifying
• The external environment is changing
• The internal infrastructure is no longer adequate

A convenient method of building momentum to change and congealing opinion is to identify a common enemy (such as a competitor).