Values-Based Change Management: The Key to Meaningful Transformation

During change and transformation initiatives, we often talk about "getting buy-in" for the change, but what does that really mean? In my experience, it’s not just about convincing people to follow a new direction—it's about connecting the purpose of the change with something deeper, something they value, and something that unites the bigger group, i.e. the people affected by the change. Terry Szuplat , in his book Say it Well, introduces the idea of values-based public speaking—crafting your message in a way that resonates with the deeper values of your audience. I think this concept is equally relevant to change communication.

When we frame change initiatives around shared values, we appeal to more than just logical arguments; we reach people at an emotional level where real, lasting motivation resides. There is a reason why these people all work in the same team or company, after all. This is where values-based change communication comes in—a practice of putting yourself in others' shoes, and appealing to values that connect everyone in the organization. When employees understand that a change aligns with values they hold dear, they're far more likely to engage with it sincerely.

Values Are the True North of Change

In large organizations, it’s easy for changes to feel impersonal, and imposed from the top down. Employees may view transformations as inconvenient or as someone else's idea—unless they can clearly see the "why" and relate to it on a deeper level. That’s why a values-based approach is essential.

Imagine an organizational restructuring. If you focus solely on the operational aspects—like improving efficiency or cutting costs—you're missing an opportunity to connect with people. Instead, consider how you might frame the restructuring around values such as resilience, collaboration, or growth. This way, people are more likely to view the change not as an administrative upheaval but as a commitment to staying adaptable, working together, and growing stronger.

Common Corporate Values for Change Communication

Similar to Szuplat’s list of values for public speaking, here's a set of values that I believe resonate in a corporate setting, each of which can be leveraged to frame change communication:

1. Collaboration: Highlighting teamwork and collective effort.
2. Trust: Emphasizing transparency and building mutual trust.
3. Innovation: Valuing creative solutions and a forward-thinking approach.
4. Resilience: Focusing on the strength and adaptability needed to face challenges.
5. Integrity: Upholding honesty, accountability, and ethical standards.
6. Growth: Personal and professional development—ensuring people know the change is also an opportunity to grow.
7. Community: The value of belonging and contributing to a group with a shared mission.
8. Respect: Honoring individual perspectives, experiences, and contributions.
9. Equity: Ensuring fair treatment, access, and opportunity for everyone involved.
10. Sustainability: Highlighting long-term benefits for people, the company, and even the environment.
11. Excellence: Striving for quality and the best possible outcomes.
12. Well-being: Focusing on the health and happiness of employees during and after the change.

How to Apply Values-Based Change Communication

The key to making values-based change communication effective lies in understanding which values are shared by the bigger audience and consequently resonate most with the group. For instance:

• If you’re speaking to a team that values innovation, call it out openly and frame the change as a unique opportunity to contribute to cutting-edge solutions.
• If your stakeholders are driven by well-being, emphasize how the change will create a healthier work environment or reduce stress in the long run.
• When addressing leaders who are focused on growth, highlight how the change can unlock new opportunities for the team and the organization.

Putting the right value at the center of your communication isn't about manipulation—it's about genuine empathy. It’s about aligning your goals with what genuinely matters to those you are asking to change.

Final Thoughts

Values-based change communication is about more than words—it's about creating a sense of shared purpose that makes transformation meaningful. When people see that a change reflects their values, they are more likely to connect with it, participate in it, and sustain it. If we frame our initiatives through the lens of our common values, we don’t just get "buy-in"—we cultivate commitment.

So, next time you find yourself preparing to communicate a major change, take a step back and ask yourself: "Which value does this change speak to?" and subsequently "Does my communication reference and emphasize that value?" You might be surprised how much more powerful your message can become.

What shared values have you used to drive change in your organization?

I'd love to hear about your experiences with values-based communication and how it has made a difference in your initiatives.

#ChangeManagement #OrganizationalChange #ValuesBasedLeadership #Leadership #Communication #BusinessTransformation