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When it comes to change initiatives, there will always people that resist and they will more often than not take an over proportional share of voice. This triggers a lot of focus on this group of people to convince them.<\/span> [\/et_pb_accordion_item][\/et_pb_accordion][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" When it comes to change initiatives, there will always people that resist and they will more often than not take an over proportional share of voice. This triggers a lot of focus on this group of people to convince them.In my experience this is the wrong approach. In every larger group of people you will […]<\/p>\n","protected":false},"author":3,"featured_media":102,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"class_list":["post-373","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"yoast_head":"\n
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<\/span>In my experience this is the wrong approach. In every larger group of people you will find a statistical normal distribution of people – also with respect to their attitude towards change:<\/span>
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<\/span>\ud83d\ude00 Missionaries: A minority (5%) will be absolutely positive and will proactively support you<\/span>
<\/span>\ud83d\ude42 Supporters: Some more (10%) will have a positive stance towards the change<\/span>
<\/span>\ud83e\udd14 Neutrals: The vast majority (70%) will be neutral and wait what comes next<\/span>
<\/span>\ud83d\ude41 The Anxious: Some (10%) will be not happy about the change and have fears<\/span>
<\/span>\ud83d\ude20 Resistors: Only very few (5%) will be angry and actively resist<\/span>
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<\/span>Apart from the two minorities on the extreme ends, people will not unsolicitedly share their opinion. Yet, we focus on the negative minority with the aim to convince them.<\/span>
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<\/span>However, it is much more important to leverage the energy or the positive people and combine it with a good change management measures to convince the neutral majority. Because once we have convinced the majority, the active resistors will feel that they are a minority – and either shut up or leave.<\/span>
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<\/span>A good communication strategy should address all of the 5 groups above with messages, because else, the group of people not addressed will feel left out or forgotten.<\/span>
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<\/span>In change communication, always check whether you have messages for all of these 5 groups.<\/span>
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<\/span>Need support? Just schedule a call with me!<\/span><\/p>\n