Transformation can be tricky. While the end vision may be exciting, the reality of advancing industries, markets and teams through transformation can be an arduous task. One important way of supporting these dramatic shifts is to assist with positive communications that meet people where they are. The best way to do that is to understand the driver of transformation, to build an information framework, and to use empathy-based communications to connect with transitional mindsets.
Understand the drivers of transformation.
Depending on the circumstances, there are usually four key types of transformation in business. These drivers of transformation are core to shaping the mindset of the individuals participating — whether they are industry leaders, product development or customers.
Expansion: An industry, organization or customer can see the potential of a new idea, technology or innovation, and is actively pursuing expansion and new opportunities. This can be inspiring in its potential and yet challenging to gain momentum, dedicated resources and adoption.
Connection: Partnerships, networks, alliances and relationships have enabled transformation of some kind. This can multiply resources and value — but also cause headaches in compatibility, operations and communication.
Adaptation: Technology advancements, competitive dynamics and generational shifts can create the need to adapt to new dynamics quickly. This can be the most challenging type of transformation because while the need to keep up is apparent, it never feels quite urgent enough to properly resource and advance solutions that stick.
Resilience: One, or many disruptions are causing the industry, organization or customer to feel pressured. This can reduce resources, create crisis and dismantle models — but can also provide a clean slate for beginning anew in a more agile, prioritized way.
Consider building an information framework.
An information framework helps address specific emotional and intellectual perspectives people have to encourage transition to a new point of view or behavior. Adoption and investment can be hindered by the lack of transparent framework that could help audiences understand how to build, buy and invest in something new. The rate of engagement will remain incremental until these audiences can view the whole system and understand how emerging models are designed, valued, distributed and monitored.
Support the journey with empathy-based communications.
To transform legacy systems and accelerate market transformation, communications need to be fully integrated across audiences and throughout the customer’s journey of adoption. One way to achieve that is to map out unique audience perspectives, focusing on their transitional mindset.
Craft experiences and communications that will accelerate audience transition across the continuum. This can meet business goals while helping audience members evolve with the industry.
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Brands, communities, advocates and consumers are ready for the positive changes transformation can deliver. Take the time to map out communication and innovation strategies that guide audiences through transition. It can accelerate adoption, save costs and fuel growth.
Looking to develop transitional mindsets for your organization?
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