HOW A CHANGE STORY UNFOLDS
A change story does not get thought up in some quiet back office by a single person. A change story can only communicate effectively by incorporating a range of different viewpoints. This is how a team might proceed:
Development of Prototype 1
Management and an change team set up for the purpose develop an initial change story prototype during a workshop – using suitable aids such as the ‘change story canvas’. Many different aspects are taken into account: "What are the reasons for the change?", "What strategic objectives should the project achieve?", "What would happen if nothing was done and things just continue as they are?", "What are the possible consequences or opportunities for those involved?", "What final state is envisioned and how can it be gauged?“
Development of Visual Representations
A good change story works even better if it is visually persuasive and can be quickly and easily understood. Content in the form of images, icons and videos content is integrated with support from professionals and using media that are suitable and engaging for the organization and those involved.
Testing and Development of Prototype 2
The change team develops the first prototype further into a second prototype together with other stakeholders in the organization. Prototype 2 includes visual content and has been optimized to reflect initial findings.
Presentation of Prototype 2 to Top Management and Approval
The second version of the prototype is presented to the Board which gives its approval if required.
Finalization and Publication of the Change Story
After a final graphic polish, the story is presented to the staff. It is important at this stage to integrate the change story into the overall communication of the change process.
Continous Further Development
As the change process evolves, so does the change story. With digitalization and technological progress rapidly gaining pace, we can be sure that more and more organizations will be subjected to ongoing change.