When the Change Roadmap is Still Being Drawn: Communicating with Confidence in Uncertain Times
READ TIME - 5 MINUTES
Sarah's heart raced as she stared at her computer screen, the cursor blinking accusingly in the empty email draft.
"How am I supposed to explain this when I barely understand it myself?" she muttered, running her hand through her hair.
Just yesterday, the Executive Board had announced a major digital transformation initiative.
The problem? The specifics were about as clear as a foggy morning in Melbourne.
Sarah's stomach churned. She glanced at the clock - 4:45 PM. In 15 minutes, she had a meeting with the Executive Sponsor, who was expecting a full communication plan.
She could almost hear his voice: "We need to get ahead of this, Sarah. People are talking."
She took a deep breath, trying to quell the rising panic. "Right," she said to herself, squaring her shoulders. "Time to make sense of the senseless."
Designing messaging and communication plans when there’s so much uncertainty can be so stressful.
If you’re feeling this pain right now, here are some ideas that have worked for us:
1. Embrace transparency:
Channel your inner Brené Brown and lean into vulnerability. As Brown says, "Clear is kind. Unclear is unkind."
Be open about what you know and what's still uncertain.
Example messaging:
"We're embarking on a digital transformation.
While we're still finalising the specifics, here's what we know for certain: the goal is to improve our customer service response times by 50% within the next 18 months.
We're exploring several software solutions to achieve this, and I'll update you weekly on our progress."
2. Focus on the 'why':
As Simon Sinek famously said, "People don't buy what you do; they buy why you do it."
Even when the 'how' is unclear, you can communicate the reasons for change.
Example messaging:
"Our customer satisfaction scores have dropped by 15% in the last quarter, primarily due to slow response times.
This digital transformation is crucial for regaining our competitive edge and ensuring our long-term success in an increasingly digital market."
Pro tip: Look at how Apple communicates product changes.
They don't just list features; they paint a picture of how these changes will improve users' lives.
Apply this approach to your change communication.
3. Create a communication rhythm:
Take inspiration from the world of agile software development and claim your communication rhythm. Their daily stand-ups keep everyone aligned despite rapid changes.
As Jeff Sutherland, co-creator of Scrum, puts it, "The daily scrum is the pulse of the team."
The intent isn’t to force daily meetings - but rather to design a clear communication rhythm for the initiative.
Example:
Set up a weekly 15-minute stand-up meeting where you share any new information with all the Directors in Corporate, even if it's just to say, "We're still working on X, Y, and Z. We expect to have more details by next week."
Pro tip: Be inspired by Slack and use a variety of communication channels.
Their own internal communications mix company-wide AMAs, department updates, and small group discussions to keep information flowing.
4. Use scenario planning:
Channel your inner futurist.
As science fiction author Cory Doctorow notes, "Science fiction does not predict the future. It influences it."
During uncertainty, painting vivid pictures of potential futures can help impacted teams prepare.
Example messaging:
"We're considering two main software solutions.
If we choose Solution A, imagine a world where we can customise every aspect of our customer interactions. It'll require extensive training, but we'll have unparalleled flexibility.
With Solution B, picture a smoother, quicker transition, but with less room for customisation.
We're preparing for either scenario, and developing training plans and customisation strategies for both."
5. Create opportunities for open two-way communication:
Take a leaf out of Pixar's book. Their "Braintrust" meetings encourage open, honest feedback at all levels.
As Ed Catmull, Pixar co-founder, says, "If there is more truth in the hallways than in meetings, you have a problem."
Example:
Set up an anonymous suggestion box (physical and/or digital) for concerns and ideas. Then address them in your regular communications:
"Many of you have asked about potential job changes.
While we don't anticipate any redundancies, some roles may evolve.
We're committed to providing training and support throughout this transition."
The Bottom Line
Communicating change in uncertain times can be like navigating a ship through fog - pretty bloody stressful!
Remember, it's not about having all the answers, but about fostering trust and keeping the lines of communication open.
That’s it for this week.
Save this post for the next time you’re in this situation.
Hopefully, it’ll spark some ideas to help you navigate communication during uncertainty more confidently.
Next week we’ll be spilling the beans on what Pixar and Amazon know about change that you don’t.
Don't miss it!
See you then,
Team EVER
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