Stories that Move Mountains: Storytelling and Visual Design for Persuasive Presentations

Elements of Change

In this part of the CAST process, you look at the content you have and identify all elements that will be affected by the change: things, people, and processes or activities.

THINGS can be physical, such as locations, buildings, or machinery. In a more intangible sense this could be a computer program or an information model. We chose the term ‘things’ quite deliberately, even though it is very vague, to reflect the reality of what can be considered for a change.

PEOPLE may need to behave differently as a result of the change or may need to develop new skills or abilities. There could also be changes to the number of people required for something to happen, or consider changes in organizational behavior and culture. On a personal level, you could change yourself or change your relationship with someone else.

PROCESSES refers to the sequences of activities people do at work or in the context of the change. At the organizational or community level, a process change might include changes in legislation or expectations for working time.

Consider all the impacts that your change will have, not just the ones you're most interested in or those that place your proposal in a flattering light. Research suggests your audience will find you more convincing if you also talk about the parts of the change process that are not going to be popular or easy. When you identify “What” will change, be sure to include all the outcomes, both positive and negative.

Change, by its ...