Persuasion in Action: 3 Essential Frames for Leading Change

In today’s rapidly shifting business environment, the capacity to persuade and lead others has become more vital than ever. But leading change isn’t just about setting a new direction; it’s about bringing people along with you on that journey. Persuasion is central to this process. Let’s explore 3 key frames for leading change in ways that inspire your team to embrace new directions and empower them to take ownership of the journey.

1. Meet People Where They Are Before Bringing Them to the Future

Effectively guiding people in a new direction starts with a deep respect for their current position and an empathetic understanding of the journey that brought them there. By acknowledging their past experiences and the context that has shaped their perspectives, you create a foundation of trust and openness to change. With this as the cornerstone, present data that underscores the shifts or evolutions necessitating a new course of action. By clearly connecting these changes to the rationale for a different path, you craft a persuasive argument for why this new direction is the logical next step. Finally, lay out a clear and actionable plan that details how this transition will unfold, the benefits it will bring, and the support they will receive throughout the process. This method not only provides reassurance but also inspires motivation, helping them recognize the value of embracing the change.?

A great example of this in action is one of my recent clients undergoing a significant transformation to adapt to a rapidly changing market environment.?

• Respecting and Acknowledging the Past: The CEO began by saying, "Over the past decade, we’ve built a company that thrives on innovation and a commitment to excellence. Each of you has contributed to our successes, and we’ve faced challenges head-on, always emerging stronger. I want to acknowledge the hard work and dedication that has brought us to this point. We’ve weathered many storms together, and it’s important to honor that journey. I understand that change can be unsettling, and it's natural to have concerns about what lies ahead.”
• Presenting Data and Discussing What Has Changed: The CEO then transitioned to the current landscape: "As we examine the market today, we see significant shifts in consumer behavior, technology, and global competition. Our recent analysis shows that 60% of our market share is now being contested by new entrants who are leveraging advanced digital tools that were unavailable just a few years ago. This data highlights a critical need for us to evolve if we want to maintain our leadership position. Additionally, customer expectations are rapidly changing; they now seek more personalized, immediate experiences, which our current systems and processes are not fully equipped to deliver.”
• Charting the Path Forward: Finally, the CEO outlined the path ahead: "Given these changes, it’s clear that we must adapt to stay competitive. Our future will involve a comprehensive digital transformation, focusing on enhancing our customer engagement platforms, investing in advanced analytics, and retraining our teams to excel in this new environment. Over the next year, we will roll out new tools and training programs to ensure everyone is equipped to succeed in this transformed landscape.”

2. Move From Me to We

Whether it's President Joe Biden withdrawing from the 2024 race for the greater good of the nation or Kamala Harris’s using the campaign slogan, “Kamala For the People,” both shift the focus from themselves to the people they serve. This positions them as the guide in Joseph Campbell’s Hero’s Journey framework—the archetypal structure behind the majority of great stories of our time. Positioning themselves as the guide and the audience as the hero in this way builds a deeper connection. This speaks to one of the reasons Donald Trump's 2016 campaign was successful. If you compare the slogans from the Hilary Clinton and Donald Trump campaigns, you’ll see this at play. "I'm with her" centers the focus on the candidate, whereas "Let's Make America Great Again" emphasizes a shared goal and collective effort. This shift in language makes the audience feel more included and empowered.? To create meaningful impact and inspire action in your organization, leaders must make the audience see themselves as the hero of the story, as opposed to centering the narrative around their own achievements. Many leaders attempting to garner support for a new strategic initiative or organizational change mistakenly position the new technology platform, the organization, or the CEO as the hero of the narrative. This approach is doomed to fail. Each person sees themselves as the protagonists of their own story, and to effectively inspire action and convey a message, they must understand its relevance to them. To engage and motivate people, frame the initiative in a way that allows the audience to see themselves as the central figure. Clearly articulate the purpose behind the initiative or change, how it impacts them, how it benefits them, and what’s expected from them.

3. Be the Relatable Guide

To genuinely connect with your audience, it's essential to demonstrate that you truly understand and resonate with their experiences. Begin by showing empathy for their struggles and challenges—acknowledge their difficulties and share stories or anecdotes that reveal your own encounters with similar obstacles. This approach not only underscores your understanding but also fosters a strong sense of connection and trust. Position yourself as a knowledgeable guide who has successfully navigated these challenges and can lead them to a solution. Share concrete examples, backed by data and tangible results, to illustrate your journey and the positive outcomes you've achieved. This not only enhances your credibility but also instills confidence in your ability to help them achieve similar success. Present your solution as a clear, actionable path that they can follow. Outline the principles and steps they need to take, emphasizing that this approach has been proven effective. By making your advice relatable and easy to apply, you empower them to see how it fits within their context, encouraging them to take the next steps toward their goals.

What's your most effective frame for leading change?