When Communicating Change, Embrace Uncertainty

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People have an innate fear when embarking on a journey with an uncertain outcome. This unknown element is what makes change so daunting.?

When asking an audience to adopt a new perspective, it is crucial to recognize that this can be a difficult transition for them. Even something seemingly small could be difficult, like dedicating resources to a new project, if it means sacrificing other areas. As a presenter, it is important to understand and empathize with the potential cost the audience may have to bear. ?

Change Can be Scary?

Most resistance to change occurs because it requires a sacrifice of some sort. This can make it challenging to convince an audience they should buy a product, be more productive, or join a movement. There’s always something at stake for them. In stories, a mentor usually appears at a critical moment to provide encouragement and support to help the hero get unstuck. As a communicator, you play the same role for your audience. It’s your job to be a mentor who guides them through the transition smoothly.?

You can think of the audience’s transformation as being like the metamorphosis of a butterfly. After the caterpillar creates a hard, protective cocoon, what happens on the inside is almost tumultuous. The solids of the caterpillar liquefy and regroup into a completely different form. A butterfly.?

Understanding what your audience experiences as they undergo change will help you communicate with them effectively, and empathetically. Here are two tips to help you empathize with your audience:?

Resistance is Natural ?

Even if an audience understands and agrees with the ideas being presented, they may still not take action. In the hero’s journey storytelling framework, this is called “refusal of the call” – and the struggle is real. Resistance can come in the form of skeptical questions or outright revolt (even a simple eye-roll can be a clue they’re not buying in). Regardless of how subtle or overt the resistance is, it is important to respond effectively. To move your audience from opposing the message to embracing it, first, identify the reasons for their refusal. Then, address and acknowledge their concerns directly, which can help reduce any anxiety they may be feeling. ?

Be careful not to underplay or dismiss their very valid feelings, though. What you perceive as rebellion may be viewed as an act of courage by the audience. After all, they’re only trying to protect what they hold dear. So, acknowledge their resistance while reassuring them that they are in good hands.?

Rewards Should be Sweet?

People enjoy making a difference, whether it’s driven by selfless generosity or vanity. That difference could be anything, from improving the workplace to saving lives in Ethiopia. To rally people to support your idea, communicate the outcome your audience will achieve when they embrace the change you seek. Whether the ultimate gain is physical, relational, emotional, or even spiritual, the reward should be worth their sacrifice. ?

In the hero's journey, the hero leaves the ordinary world, enters an extraordinary world, and returns changed as a human being, with a special elixir in hand—a reward for their sacrifice. Your audience should receive a similar reward for joining your cause, which is proportional to their sacrifice. It’s the ultimate souvenir for taking the path less traveled.?

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Thanks for reading,?

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Read more about this topic in Resonate?, and download your free ebook.?

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