Never assume people know how your transformation will improve their lives.
“Always remember, people want to be taken somewhere.”
‘What does my future, after this change, actually look like?’, they’ll ask themselves. A bridge to America. A shining house on a hill. Starbucks offered to inspire and nurture their customers one cup of coffee at a time. Mens Wearhouse offered ‘you’ll actually like the way you look’.
We’re going to offer a happy ending to our employees’ story. That ending should be specific and clear. Nobody gets excited by a muddled vision. The best stories and journeys are not vague, they are defined.
And, when communicating, say something that actually gets the juices flowing. JFK would have bored the world if he had promised a “highly efficient and productive space program”. Instead, he told the world “we are going to put a man on the moon”.
We must tell our employees an end vision we have for their new working lives, in keynotes, email blasts, and the rest. Images are also important, sell the future, fill the gap of uncertainty, and you’ll save yourself from a world of pain on your transformation journey.