What do the best communicators do better than good ones?
One time my organization had several large, concurrent changes going on that affected about 2000 employees. I was getting a little concerned about how I was going to lead so many different communication efforts. My boss simplified things:
This is about providing concierge service to our customers. So we frame these changes around that message: What would a concierge do?
That was a context that everyone in the area understood (because it was a repeated story!). You can’t turn a bellhop into a concierge without changing job expectations and behaviors along the way. Tactics evolve to meet the strategy. Our employees understood this, and they modified their methods to meet this well-defined expectation.
Want to make work changes seem less daunting to your listener or reader?
Point them back to a strategy, past key messages, meaningful buzz words, or other items that are part of your business history to show them that the “new” message is an extension of previous messages.