Communicate Change Using the Power of Momentum

It is hard to overstate the importance of communication when unveiling a new initiative or introducing change. The communication of a change is as critical as the strategic thinking behind the change. The communication of a new initiative is often as important as the initiative itself. A leadership team may have an incredible strategy, but if the communication is poor, the strategy will not be embraced. Leaders who communicate well have prepared the new initiative for momentum, while those who communicate poorly doom it to failure or a slow start.

When communicating major change or a new initiative, it is wise to communicate in waves to multiple groups of people. While the nomenclature of the different levels of leadership varies from context to context, there are typically layers of leadership in every context.

  • Start with a small group of decision makers, a core of strategic leaders who have a view of and burden for the entire organization/ministry.
  • Then communicate to the next level of leaders, often leaders of leaders, and set the pace for the entire organization/ministry.
  • Then communicate again to those leaders who serve/work to make the organization/ministry what she is.
  • Finally, communicate to the whole organization/ministry.

The communication plan can be illustrated like this:

Communicating Change

While the steps can be reduced or expanded, depending on the size of the organization or ministry, communicating in waves produces two big benefits:

 1. The message is refined.

By communicating the same message to different groups of people, the communicators are able to refine the message and the delivery of the message. They learn the questions, the struggles, and the points of excitement. They are able to listen to feedback, adjust the message, and communicate again. By the time the communication is delivered to the entire organization, those who communicate the direction have tested the language and the clarity with multiple groups of people.

 2. Ownership is expanded.

Initiatives and change efforts often fail because too few people own them. When communication occurs in waves, people are invited to “own the direction.” Leaders often bemoan low amounts “vision buy-in” among the people they lead. If the direction is sound, a lack of “buy-in” is either a credibility or a communication problem. To secure “buy-in” across multiple groups of people, leaders are wise to communicate in waves, to listen, and to ask questions. To hit the bullseye on buy-in, you will need to communicate multiple times to multiple groups. If the communication is strategic, by the time the whole organization hears of the direction, ownership has been expanded.

> Read more from Eric.

 Would you like to know how to use the power of momentum when communicating change? Connect with an Auxano Navigator and start a conversation with our team.

Download PDF

Tags: , , ,

| What is MyVisionRoom? > | Back to Communication >


Eric Geiger

Eric Geiger serves as the Vice President of the Church Resource Division at LifeWay Christian Resources. Eric received his doctorate in leadership and church ministry from Southern Seminary. He is also a teaching pastor and a frequent speaker and consultant on church mission and strategy. Eric authored or co-authored several books including the best selling church leadership book, Simple Church. Eric is married to Kaye, and they have two daughters: Eden and Evie. During his free time, Eric enjoys dating his wife, playing with his daughters, and shooting basketball.

See more articles by >


What say you? Leave a comment!

Recent Comments
comment_post_ID); ?> Are there any reliable statistics about the percentage of church plants that fail after 3 years in the US?
— Jon Moore
comment_post_ID); ?> I am a senior citizen who has lived in many areas of the US, the farthest south being Virginia DC area. There are several church plants in the area--some failed, some doing well. One of the sadist failures was a plant in NW Washington near a large Presbyterian Church (I had been an elder in the church, so I knew the area) where changes in church doctrine was driving many away from the PCUSA churches. There were many mature Christians who lived in the area who were very willing to participate and give generously to the church. Its failure was a loss. The pastor and his wife lived in a VA suburb, wanted something that would appeal to their tastes, which included "praise music". There was a professional piano teacher and several people who had sung in choirs in the area. Their suggestions were completely ignored. Forget that there was joyous participation in singing hymns and silence by many for the praise music. The experienced church leaders that were attending were expected to seek the wisdom of the pastor who did not live in the area rather than have any role in leadership. There is another church plant in Northern Virginia that seems to be going the same way. My take: the pastors should get past their high-school and college days culture and get to know and appreciate the people of the community. Do not try to reproduce Intervarsity or Campus Crusade. Hymns are not a sin and "uneducated" (never graduated from college) should not be ignored as uninformed or stupid. People who have served in and/or live in the area are needed in leadership and not just to serve coffee and give. We all need to pray together and serve God in the community in which there is to be a plant. Glenna Hendricks
— Glenna Hendricks
comment_post_ID); ?> I like it Mac and do agree with your opinions on the matter. Thanks much
— winston

Clarity Process

Three effective ways to start moving toward clarity right now.