Communicating Change Effectively During Digital Transitions

Most change initiatives don't fail because of the change that's happening, they fail because of how the change is communicated. I've watched brilliant restructurings collapse and transformative acquisitions unravel… Not because the plan was flawed, but because leaders were more focused on explaining the "what" and "why" than on how they were addressing the fears and concerns of the people on their team. People don't resist change because they don't understand it. They resist because they haven't been given a compelling story about their role in it. This is where the Venture Scape framework becomes invaluable. The framework maps your team's journey through five distinct stages of change: The Dream - When you envision something better and need to spark belief The Leap - When you commit to action and need to build confidence The Fight - When you face resistance and need to inspire bravery The Climb - When progress feels slow and you need to fuel endurance The Arrival - When you achieve success and need to honor the journey The key is knowing exactly where your team is in this journey and tailoring your communication accordingly. If you're announcing a merger during the Leap stage, don't deliver a message about endurance. Your team needs a moment of commitment–stories and symbols that anchor them in the decision and clarify the values that remain unchanged. You can’t know where your team is on this spectrum without talking to them. Don’t just guess. Have real conversations. Listen to their specific concerns. Then craft messages that speak directly to those fears while calling on their courage. Your job isn't just to announce change, but to walk beside your team and help your team understand what role they play in the story at each stage. #LeadershipCommunication #Illuminate

I keep returning to Damon Centola’s research on how #change spreads. Not because it’s clever. Because it’s true. Centola found that change doesn’t move like information. You can’t push it through announcements or clever messaging. It spreads through behavior, #trust, and networks. He calls it complex contagion, and it tracks with what I see inside organizations every day. People don’t change because someone at the top says so. They change when they see people they trust doing something new. Then they see it again. Then maybe one more time. That’s when it starts to feel real. That’s when it moves. Here’s what Centola’s research shows actually makes change stick: - Multiple exposures. Once isn’t enough. People need to encounter the new behavior several times from different people. - Trusted messengers. It’s not about role or rank. It’s about credibility in the day-to-day. - Strong ties. Close, high-trust relationships are where change actually moves. - Visible behavior. People need to see it being done, not just hear about it. - Reinforcement over time. Real change takes repetition. One wave won’t do it. This flips most #ChangeManagement upside down. It’s not about the rollout or coms plan. It’s about reinforcing new behaviors inside the real social structure of the organization. So, if you are a part of change, ask your team and self: 1. Who are the people others watch? 2. Where are the trusted connections? 3. Is the behavior visible and repeated? 4. Are you designing for reinforcement or just awareness? Change isn’t a #communication problem. It’s a network pattern. That’s the shift. That’s the work. And that’s what I help teams build.

OK Boomer, Gen Z Doesn't Want Your 2000s Change Management Playbook! A leader was puzzled over why their meticulously planned technology rollout was meeting unexpected resistance from newer employees. The communication plan was comprehensive, training well-documented, and leadership aligned. The problem? Their entire change approach was designed for a workforce that no longer exists. 💼 Generation Z Has Entered the Workforce Born between 1997-2012, Gen Z now constitutes over 20% of the workforce. They're not just younger millennials – they're the first true digital natives with fundamentally different expectations for organizational change. The generational shift demands we rethink core OCM practices: ⚡ Communication: From Documents to Micro-Content Traditional Approach: Multi-page email announcements, detailed PDF attachments, formal town halls  Gen Z Expectation: 60-second explainer videos, visual infographics, authentic peer messaging When one bank shifted from traditional change communications to micro-content delivered through multiple channels, engagement rates increased by 64% among Gen Z employees. 🤝 Engagement: From Involvement to Co-Creation Traditional Approach: Change champions appointed to represent teams Gen Z Expectation: Direct participation in design, transparent feedback loops, social proof Gen Z employees are 3x more likely to disengage from changes without visible impact within 30 days. They expect their input to be implemented rapidly and visibly. 🌱 Motivators: From Compliance to Purpose Traditional Approach: Focus on organizational benefits and necessity Gen Z Expectation: Focus on personal impact, societal value, and authentic rationale A financial tech transformation that reframed messaging around customer benefit and social impact saw higher adoption rates among Gen Z than when using traditional business case messages. 🦋 Timeline: From Projects to Continuous Evolution Traditional Approach: Defined projects with clear start/end dates Gen Z Expectation: Agile, iterative changes with regular improvements Gen Z has grown up with software that updates weekly or daily. The concept of a "frozen" system post-implementation makes little sense to them. 📖 Your OCM 2.0 Playbook To evolve your change approach for the next generation: - Replace monolithic communications with multi-format micro-content - Build social proof through peer advocacy, not just leadership messaging - Connect changes to meaningful impact, not just business metrics - Implement feedback visibly and rapidly - Embrace continuous improvement over "project completion" Gen Z isn't resistant to change—they're resistant to change management that feels outdated, inauthentic, or disconnected from their digital reality. Has your organization updated its change approach for Gen Z employees? What generational differences have you observed in change receptivity? #ChangeManagement #GenZ #DigitalTransformation #FutureOfWork #OrganizationalChange

How I Learned to Decode Transformation Resistance: "Everyone seems supportive of our digital transformation." Famous last words from a CEO whose initiative failed spectacularly. The signs were all there: - Meetings full of polite agreement - Questions focused on logistics, not vision - Energy levels dropping after announcements - Key people suddenly "too busy" for planning sessions We weren't reading the emotional subtext. Here's the EQ framework that turned things around: The SERA Method for Emotional Intelligence: SENSE the Emotional Climate - Notice energy shifts during meetings - Observe who stops participating - Track changes in informal conversations - Pay attention to body language patterns Actionable: Start every transformation meeting with an energy check. "On a scale of 1-10, how are you feeling about this change today?" INTERPRET the Underlying Emotions - "Need more details" often means "I'm scared" - "Seems rushed" often means "I feel overwhelmed" - "What about customers?" often means "What about me?" RESPOND to Emotions First, Facts Second Before: "The timeline is non-negotiable." After: "I understand this feels fast. Let me explain the support we're putting in place..." Actionable: Lead every response with emotional acknowledgment. "I hear that you're concerned about..." then provide information. ADAPT Your Communication Style - High anxiety = Slower pace, more details - Low engagement = More involvement opportunities - Strong resistance = More one-on-one time Actionable: Match your communication style to the emotional state you're observing. The transformation turned around when we stopped managing change And started managing the emotions around change. ♻️ Repost this to help other navigate transformations successfully. 🔔 Follow Sara Junio for more insights on Transformations and Leadership Communication.

Change doesn’t happen because you said so. Or because you hit ,Send'. One of the biggest traps leaders fall into is thinking that flooding inboxes with updates and memos will magically remove resistance. It doesn’t. Instead, teams disengage, leaders get blamed for “poor change management,” and transformation stalls before it even begins. 𝗖𝗵𝗮𝗻𝗴𝗲 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗶𝘀𝗻’𝘁 𝗮 𝗯𝗿𝗼𝗮𝗱𝗰𝗮𝘀𝘁. 𝗜𝘁’𝘀 𝗮 𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻. If you don’t build emotional milestones alongside project milestones, even the best plan will fail. 🔴 𝗧𝗵𝗲 𝗠𝘆𝘁𝗵 𝗼𝗳 “𝗠𝗼𝗿𝗲 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻” 𝙑𝙤𝙡𝙪𝙢𝙚 𝙞𝙨𝙣’𝙩 𝙚𝙣𝙜𝙖𝙜𝙚𝙢𝙚𝙣𝙩. Resistance isn’t caused by a lack of bullet points. It’s driven by fear, loss of control, and distrust. 𝙎𝙞𝙡𝙚𝙣𝙘𝙚 𝙜𝙧𝙤𝙬𝙨 𝙡𝙤𝙪𝙙𝙚𝙧. When communication feels transactional, people quietly check out. Gallup found only 13% of employees think leaders communicate well during change. That’s how resistance goes underground and derails progress. 🔴 𝗖𝗵𝗮𝗻𝗴𝗲 𝗜𝘀𝗻’𝘁 𝗮 𝗠𝗼𝗻𝗼𝗹𝗼𝗴𝘂𝗲 You can’t email your way through resistance. You shift it by having real conversations that acknowledge emotions and invite people to help shape the path forward. 🔴 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗠𝗶𝗹𝗲𝘀𝘁𝗼𝗻𝗲𝘀 𝗠𝗮𝘁𝘁𝗲𝗿 𝙁𝙚𝙖𝙧 𝙖𝙣𝙙 𝙪𝙣𝙘𝙚𝙧𝙩𝙖𝙞𝙣𝙩𝙮 trigger stress and shut down good decision-making. You can defuse it: 𝗡𝗮𝗺𝗲 𝗶𝘁. - “This shift is hard, and it’s okay to feel uneasy. Let’s talk about it.” 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹. - Answer, “What’s in this for me?” 𝗦𝘁𝗼𝗽 𝗕𝗿𝗼𝗮𝗱𝗰𝗮𝘀𝘁𝗶𝗻𝗴. 𝗦𝘁𝗮𝗿𝘁 𝗙𝗮𝗰𝗶𝗹𝗶𝘁𝗮𝘁𝗶𝗻𝗴. 𝗧𝗿𝗮𝗱𝗲 𝘂𝗽𝗱𝗮𝘁𝗲𝘀 𝗳𝗼𝗿 𝗱𝗶𝗮𝗹𝗼𝗴𝘂𝗲. - Run “Why?” sessions where teams can question and influence the plan. - Equip managers to handle tough conversations with empathy. Use peer influence. Trusted colleagues are often the most credible messengers. 🟢 Mindsets Over Metrics 𝗣𝗿𝗼𝗷𝗲𝗰𝘁 𝗺𝗶𝗹𝗲𝘀𝘁𝗼𝗻𝗲𝘀 𝘁𝗿𝗮𝗰𝗸 𝘁𝗮𝘀𝗸𝘀. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗺𝗶𝗹𝗲𝘀𝘁𝗼𝗻𝗲𝘀 𝘁𝗿𝗮𝗰𝗸 𝘁𝗿𝘂𝘀𝘁. 𝗬𝗼𝘂 𝗻𝗲𝗲𝗱 𝗯𝗼𝘁𝗵. ✅ 𝗖𝗼-𝗰𝗿𝗲𝗮𝘁𝗲 𝘁𝗵𝗲 𝗽𝘂𝗿𝗽𝗼𝘀𝗲. Bring employees into defining why the change matters. ✅ 𝗔𝘀𝗸 𝗳𝗼𝗿 𝗶𝗻𝗽𝘂𝘁, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻. Use surveys and Q&As to create real conversations. ✅ 𝗖𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗲 𝗺𝗶𝗻𝗱𝘀𝗲𝘁 𝘄𝗶𝗻𝘀. When teams adopt new ways without pressure, spotlight it. 𝗦𝘁𝗼𝗽 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗻𝗴 𝗮𝘁 𝗽𝗲𝗼𝗽𝗹𝗲. 𝗦𝘁𝗮𝗿𝘁 𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲𝗺. Because people don’t resist change. They resist being changed. 𝘏𝘢𝘷𝘦 𝘺𝘰𝘶 𝘵𝘶𝘳𝘯𝘦𝘥 𝘢 𝘣𝘳𝘰𝘢𝘥𝘤𝘢𝘴𝘵 𝘪𝘯𝘵𝘰 𝘢 𝘤𝘰𝘯𝘷𝘦𝘳𝘴𝘢𝘵𝘪𝘰𝘯? ----- 👋 I’m Lars – delivering transformation that sticks. 🔔 Follow me for more on fractional leadership and change management.

Too many organizations treat transformation as something to be done to their people. Rather than something their people are part of. This subtle difference matters a lot. In my experience, the most powerful shift comes when people start feeling like they belong to the change. How do you get there? → Clearly communicate the why behind every shift. People need purpose, not just direction. → Give teams a genuine voice. Let them shape the path, not just follow it. → Build ownership at every level. Empower leaders and frontline teams alike to champion and steer the change. When change is co-created, people become ambassadors, not obstacles. They feel seen. Heard. Included. That’s how you turn a top-down mandate into a shared movement.

Part 4: What Good Change Really Looks Like — Adoption, Activation, and the Hard Part of Digital Transformation! We’ve all been there. The platform is live. The AI engine is in place. The dashboards are beautiful. But no one’s using it. Or worse—people are using it wrong. Here’s the truth I’ve learned over and over again: Transformation doesn’t fail in the design. It fails in the adoption. And adoption isn’t about a big announcement or a training deck—it’s about trust, behavior change, and making sure what we build actually fits how people work. Here are a few principles that can help: 🔹 Change champions aren’t a buzzword—they’re the glue. Identify trusted employees across regions or functions to act as embedded advocates. These individuals can test early, share success stories in team forums, and coach others hands-on—making adoption feel more peer-driven than top-down. 🔹 Leadership can’t just approve—it has to participate. Encourage execs and managers to model the new tools during business reviews or day-to-day decisions. A single team lead running a planning session using the new dashboard sends a clearer message than any email blast. 🔹 Train the process, not just the tech. Design enablement around “how this helps me do my job better”—not just “what buttons to click.” Walkthroughs like “how to prep for a forecast review in 10 minutes” or “how to handle exceptions faster” resonate far more than feature overviews. 🔹 Personalized onboarding > one-size-fits-all. Tailor your rollout by role. A finance analyst cares about variance, a sales manager about trending, and an ops lead about exceptions. Deliver just enough context to help them act quickly and confidently. 🔹 Build feedback loops into the rollout. Set up simple ways to gather input and adapt—like Slack channels, feedback buttons, or short check-in surveys. Monitor usage, flag common drop-offs, and adjust fast. Showing that feedback turns into action builds trust quickly. I’ve said it before: launching the tech is the easy part. The hard part—and the real work—is getting people to trust it, use it, and embed it into how they work. That’s where the value lives. And that’s where transformation actually happens. #DigitalTransformation #ChangeManagement #Adoption #Leadership #TechEnablement #AI #ProductDelivery #DigitalStrategy P.S. Nothing beats a good team lunch to bring people together. At the end of the day, transformation is about people—sharing ideas, building trust, and yes… passing the biryani (Google it, it’s worth it). 😊