Regardless of the size and scope of an organization's change initiative, on-going communication (both rational, fact-based, and intuitive, relational-based) is the glue that holds a comprehensive 4-Phase Change Management process together:
Creating the Vision for the Change - tied to the organization's strategy and mission.
Developing Followership for the Change - and communicating the vision and the details of the change.
Implementing the Vision of the Change - while current operations are attended to.
Following Through on the Change - and enforcing the change such that the new changes, over time, become the new status quo.
If the change required is transformational, that implies changing undesirable and outmoded cultural values, behaviors, and attitudes. In successful change initiatives, executives and senior managers communicate through personal example the new way of operating, and let go of the old; their own example, therefore is the most powerful communication vehicle.
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