• Scott McInnes

53 | The answer to why your people aren't buying change

How many times have you launched a new strategy or kicked off a change programme and wondered why your people aren't getting behind it?

The answer is simple - they don't feel part of it. How you've communicated it to them hasn't connected with them in a way that's really made them want to 'get on the bus'.

If you've been to my 'Creating a Culture of Change' masterclass, you'll remember that the first step of any successful change is to set the context for your people. For us, the best way to do that is through what many internal communicators call a 'corporate narrative'.

We've created a number of corporate narratives - or Inspiring Stories, as we like to call them - for clients. And while the journey is different with each one, the destination is always the same - a five-part, graphically illustrated story that helps your people to understand and buy into the change you know your business needs.

Each Inspiring Story we create:

  1. recognises and celebrates the amazing work your people have done to date.

  2. highlights an honest, clear and compelling reason for change.

  3. outlines what specifically needs to change in order for your business to be successful in the future..

  4. helps people to understand the role they play in driving that change.

  5. paints a picture of a bright future that's there for the taking.

And although that destination is the same, each story is different because it's YOUR story. By listening to people from across your business we get a feel for what's going on today, what they want in the future and what's getting in the way of them getting it. And that means that your Inspiring Story is written in THEIR words, references THEIR stories and highlights THEIR challenges. It gives them a context for change in a simple and compelling way - a way that REALLY talks to them.

We created a short video talking about Inspiring Stories and why they're so powerful. And two of our clients were happy for us to write case studies on how and why they created their own stories.

You can find the video and case studies at www.inspiringchange.ie/stories

The old Chinese proverb says "A journey of a thousand miles begins with a single step" so why not take that first step and get in touch.

We'd love to talk to you about how an Inspiring Story can bring change to life in your business.


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