The Story of Change

Leadership Communication

A great many presentations in corporations are about making a case for change. But very often the reasoning isn't easy to understand. But by using a very simple structure, the story of change can be told clearly and persuasively...

Use a 3-part structure such as Situation, Action, Result to organise all your content. This will enable a logical progression through the argument.


In this section you will build the case for change, giving your audience the context and the reasoning behind your proposal.

Describe what the current state is and what's causing the problems. Discuss the implications of the problems, for example, the effect on company image, loss of business, increasing costs, declining employee morale etc.

Warn your audience of what will happen if nothing is done.

Indicate the urgency of the situation.

This section should culminate with the need for change.


In this section describe how you can get from where you are now to where you need to be.

Are there options which should be considered? If so, how have you evaluated them? Are there any risks which should be considered? What costs are involved? Which option are you proposing?

Define what your recommended approach entails, and whom it will impact. Describe all the necessary steps and who needs to undertake them.

What is the timeframe for the actions?

Who needs to know about the change? How will it be communicated, by whom, and by when?


In this section describe what the future situation/vision will look like.

What growth/development does it enable?

What cost reduction or sales/profitability increase will result?

Inspire your audience with all the benefits for those who are involved in the action.


This is decision time. 

Remind your audience of the aspects of your argument which will evoke their desires or fears.

Remind them of the main points of your argument.

Remind them of your personal credibility - why you are qualified to speak on this subject and should be trusted and followed.

And, finally, be direct with your call to action so that no one is in doubt as to what needs to happen next.

By using this methodology you will create a well-reasoned argument and enable your colleagues to understand why you are proposing the change.


To learn more about creating and delivering persuasive business messages, please contact Professional Voice on:

+44 (0)208 579 6662