Transformation experience as a communication strategy for change

Pandemic, energy crisis, the beginnings of an AI revolution in the workplace... there is no doubt that these are times of great upheaval. And we are in the middle of it - changing almost constantly. This makes the question of how we shape transformation for companies all the more important.

Large projects always present challenges, which is why strategies and interventions are developed in advance. However, it is often the unexpected obstacles that throw you off track. It is in the nature of things that transformations are subject to many of them. Bracing for them is an important part of preparation. 

Around the world in a triathlon with the help of the “Chocolate-Bar-Effect” 

Full-time adventurer Jonas Deichmann was the first person to complete a triathlon around the world. He shared his experiences at the launch of our current event series on transformation. In addition to training, material testing and logistical planning, mental attitude is an important part of Jonas’ preparation. One of his tricks is what he calls the “Chocolate-Bar-Effect”: in his mind, Jonas doesn’t run a marathon, he just runs to the nearest petrol station where he can buy a chocolate bar. Small steps and rewards have helped him reach his unimaginable goal. 

Of unexpected setbacks and unforeseen luck 

Just like the rest of the world, Jonas had to change his plans many times during the pandemic year. Closed borders forced him to deviate from his optimal route. For instance, Jonas was forced to cross icy Siberia instead of taking the southern route. Such unexpected problems, with no quick fix, were a much bigger challenge for Jonas than the ones he had prepared for. Resilience, positive thinking and agility helped him deal with the unexpected moments and often even turned the perceived setbacks into opportunities. Some of Jonas’ fondest memories are of Mexico, a country that was only on his travel route as a fallback. A “Forrest Gump”-like phenomenon, he experienced an outpouring of loving support, including pizza deliveries into the desert and the accompaniment of hundreds of run-alongs. 

Two lessons for dealing with transformation can be learned from Jonas’ experience. 

First, a big vision is important.  

The vision sets the direction and inspires with a picture of the future. But in everyday life it needs to be broken down into small steps and measurable sub-goals. Everyone involved must not only understand the vision, but also internalise the concrete steps to be taken next. This is the only way to assess one’s own contribution to the big picture and align one’s daily actions accordingly. 

Secondly: Supported in the model and protected in the format 

Expect the unexpected. Absolute certainty is an illusion in the context of transformation, and unexpected obstacles are normal side effects. While change communication used to be top-down and one-dimensional, today’s focus is on communication that is as authentic and experience-driven as possible. Through appropriate formats, contemporary transformation models establish a framework for openness and interaction without diminishing the power of the vision. 

Linear communication cannot keep up 

Modern transformation processes are complex, lengthy and dynamic. In recent years, change communication has focused more and more on increasing the level of participation. Stakeholders are involved earlier and more often with interactive experiences to increase impact. But even these models fall short in times of constant transformation. Just as the linear customer journey has increasingly evolved into a holistic customer experience, the employee journey needs to become an employee experience. 

Companies need a shared transformation experience 

Considering the employee journey, it is clear that non-linear and diversified touchpoints are needed to accompany the dynamics of modern transformations in a fruitful way. Shared experiences are the most valuable tool for strengthening a company’s support for a transformation project. However, they can only unfold their full potential if they are embedded in an overarching experience dramaturgy. In short, a transformation experience is needed that creates a shared experience for all stakeholders. In this way, companies can successfully navigate through the transformation despite unforeseen obstacles. Or better said: as far as the next chocolate bar.