What Waze Can Teach Us About Better Change Management and Communication

Traffic is one of the most frustrating yet predictable parts of daily life. We know rush hour will clog the roads, accidents will cause delays, and construction zones will create bottlenecks. The traffic flow is almost always predictable—the people behind the wheel aren’t. Drivers swerve, change lanes without warning, and sometimes fail to signal, creating chaos where there should be order.

Over the years, technologies have been developed to improve the driving experience. From GPS systems to apps like Waze, these tools have evolved to help drivers navigate around delays, avoid accidents, and make informed decisions about their routes. Yet, the success of these tools ultimately hinges on how well they provide the right information at the right time. They succeed by communicating clearly and in a way that makes drivers care—whether avoiding a traffic jam or reporting an object on the road.

Take Waze, for example. The app doesn’t just show you where there’s traffic—it asks for your input. If there’s a slowdown ahead, Waze will often prompt drivers to confirm if the slowdown still exists, asking a simple yes or no. This subtle engagement makes the experience interactive, ensures better data accuracy, and, most importantly, encourages drivers to care about the journey—not just for themselves but for others on the road. Change management can learn from this blend of information, timing, and communication.

Predictability vs. People: Why Communication Needs to Be More Than Just Facts

In change management, the challenges closely mirror those encountered on the road. Digital transformation processes and operational changes can often be predicted and mapped out, much like traffic patterns. But the people involved—employees, stakeholders, and customers—are the unpredictable variables. Their reactions, buy-in, and engagement are far less predictable and can be the difference between a smooth change and one that causes disruption.

The technologies supporting change may be top-notch, like Waze, but the key to success lies in providing people with clear, relevant information at the right time—and making them care about it. If people don’t feel personally invested in the change or if they feel left out of the communication loop, they’re less likely to engage, just as drivers are less likely to report a road hazard if they feel it’s not their responsibility.

Timing Is Everything: Learning From Waze's Approach to Communication

One of Waze's most powerful lessons is how it integrates real-time information and user participation. The app constantly updates, adjusts, and communicates with its users, providing them with the most up-to-date and relevant information for their specific route. It’s not just about telling drivers where to go; it’s about keeping them informed every step and ensuring they feel in control of their journey.

Change management requires this same level of attentiveness. Simply announcing a change at the beginning of a project isn’t enough. Just like Waze asks for updates and offers alerts at key moments, organizations must continuously communicate with their teams, adjusting the message based on what’s happening in real-time. The timing of communication—whether early to build anticipation, during to provide clarity, or after to reflect on success—is critical to keeping people engaged and informed.

Tailored Communication: Make It Personal, Make It Matter

Waze also excels at personalizing the driving experience. It knows where you are, where you’re going, and what matters to you on your specific route. It doesn't bombard you with irrelevant information but provides precisely what you need when you need it. This personalization is why so many people rely on the app—it makes the information feel relevant and actionable.

Change management can borrow from Waze’s approach by tailoring communication to specific teams and individuals. Not every employee needs the same information simultaneously, and sending out blanket updates can cause disengagement. Just like Waze filters out unnecessary alerts, change management communication should be tailored to different organizational roles and responsibilities. Personalized communication helps employees feel more connected to the process and ensures they understand how the changes will directly affect their day-to-day roles.

Engagement: Getting People to Care

One of Waze's most effective aspects is how it encourages drivers to participate in improving the app. Drivers are prompted to report traffic jams, road hazards, and even police activity, but Waze doesn’t assume they’ll do it willingly. Instead, it makes reporting easy with a simple yes or no prompt. This minor action turns drivers into active participants, making them feel responsible for contributing to a better driving experience.

In change management, leaders often expect employees to engage with the process without giving them the tools or incentives. But like Waze, organizations can ask for feedback, input, and involvement in a natural and easy way. Doing so makes employees feel like active participants in the change rather than passive recipients. This engagement leads to better feedback loops, higher levels of buy-in, and a more collaborative change management process.

Learning From Waze’s Approach to Change

Waze teaches us that the success of any journey, whether on the road or in a digital transformation, depends on the quality of communication. It’s not just about knowing the destination; it’s about being informed along the way, anticipating challenges, and feeling empowered to contribute to the journey.

For change management, this means communicating more like Waze—tailoring messages to specific audiences, delivering updates in real time, and making people care about the change through engagement and relevance. Just as Waze prompts drivers to be part of the solution, change management should encourage employees to participate actively in the transformation, fostering a sense of ownership and accountability.

The road to successful transformation is often long and full of unexpected turns. But with the right communication strategy, obstacles can be turned into opportunities, just as Waze turns traffic jams into manageable delays.