Step 4

Communicate for Buy-In

In successful change efforts, the vision and strategies are not locked in a room with the guiding team. The direction of change is widely communicated, and communicated for both understanding and gut-level buy-in. The goal: to get as many people as possible acting to make the vision a reality.

Vision communication fails for many reasons. Perhaps the most obvious is lack of clarity. People wonder, “What are they talking about?” Usually, this lack of clarity means step 3 has been done poorly. Fuzzy or illogical visions and strategies cannot be communicated with clarity and sound logic. But, in addition, step 4 has its own set of distinct challenges that can undermine a transformation, even if the vision is perfect. ...

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