Individuals are inherently rational and will question to what extent change is needed, whether the organisation is headed in the right direction and whether they want to personally commit to making change happen. They will look to the leadership for answers.

Articulating a formal case for change and creating a written vision statement are invaluable opportunities to create (or force) leadership team alignment. Leaders must then customise this message for various internal audiences, describing the pending change in terms that matter to the individual:

• Confronting reality and articulating a compelling need for change
• Demonstrating faith in the organisation’s future and the leadership team
• Providing a roadmap to guide behaviour and decision-making