MIT Sloan Management Review Article on Using Digital Communication to Drive Digital Change

Leaders trying to get their organizations to adopt new technologies or new ways of thinking tend to kick things off with big, inspirational speeches. “When we’re finished,” they like to say, “we’re going to be the Apple of [insert niche industry here]!” This gets everyone fired up about the change.

And then & silence.

My colleagues and I have seen this happen many times in our consulting work. Communication grinds to a halt until the company’s leaders define the next level of detail in the strategy or reach a massive milestone. Meanwhile, employees wait, wonder, and want to know how they can help. The absence of information leads to doubt, cynicism, and anxiety — which quickly become obstacles to change.

What if, rather than going quiet after kickoff, leaders model the behaviors they want to see by using digital tools to deliver a steady stream of messages to their employees and continually gather and respond to their feedback? It sounds quite basic — and really, it is.

About the Author

Patti Sanchez (@pattisan) is the chief strategy officer at Duarte Inc., which creates presentations for global brands and causes. She is also a coauthor, with Nancy Duarte, of Illuminate.

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