Page 45 - Warwickers Communication Counts v2015
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audience and change 45 COMMUNICATION AUDIENCE AND CHANGE
There are lots of ways to use this chart to understand about communicating change messages effectively.
Audience Business and Personal Outlook
adventurers WE/I
Personal growth and fulfilment
newbies US/ OUR
Belonging and self esteem
early
adopters Physiological and safety ME
onboard
fence sitters
victims
rear view
mirror
Working with Maslow Hierarchy of Needs
This is an useful take on Maslow’s Needs relating to change in business. Recognise that your audiences
perspective based on the success of the business plus their experience in your and previous
organisations will affect their outlook. A good tell tale sign is how they speak about the business i.e.
We/I, Us/Our or Me. If people are in survival mode it is all about ME. Often Senior people bought into a
business to save it are Adventurers talking to Victims – very different outlooks!
There are lots of ways to use this chart to understand about communicating change messages effectively.
Audience Business and Personal Outlook
adventurers WE/I
Personal growth and fulfilment
newbies US/ OUR
Belonging and self esteem
early
adopters Physiological and safety ME
onboard
fence sitters
victims
rear view
mirror
Working with Maslow Hierarchy of Needs
This is an useful take on Maslow’s Needs relating to change in business. Recognise that your audiences
perspective based on the success of the business plus their experience in your and previous
organisations will affect their outlook. A good tell tale sign is how they speak about the business i.e.
We/I, Us/Our or Me. If people are in survival mode it is all about ME. Often Senior people bought into a
business to save it are Adventurers talking to Victims – very different outlooks!
