10.4. Additional Lessons for Large Transformational Efforts
Particularly in the early phases of innovation or transformation, such as those we experienced at Resurrection, the pacing and sequencing of message dissemination are crucial. The first messages are what we call Confronting Reality messages, which answer the question, "Why change?" If you omit this kind of messaging (or the message is not embraced), the change won't stick. And if you wait too long between delivering Confronting Reality messages and those that prescribe a solution, fear can develop. The earliest monitoring should be focused on ensuring not only that people heard the Confronting Reality message but also that they accepted it.
After we had confirmed that key segments understood ...
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