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The Change Book: Change the Way You Think About Change by Mary Stewart, Tricia Emerson

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Do I Need a Message?

I don’t know. You tell me.

If you asked three sponsors what the change was about, would they describe it consistently?

Can you distill your strategy into three or four main points?

Do you know who you are trying to reach?

Are you sharing your strategy or what your target audience really needs to hear?

Are you using the right facts? Reinforcing the right analogies?

Are you culturally in tune?

Ok. Then what is a message?

A well-crafted message is the fundamental building block of all successful communication.

It is short, simple and easy to remember.

It is the “30-second elevator speech.” A message is the 30,000-foot view, the distillation of everything into a simple, compelling argument.

It is easy to visualize. ...

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