Driving Change in Today’s Corporate Environments
Driving Change In Today’s Corporate Environments.
Driving change takes more than a clear vision; it requires the power to inspire, persuade, and mobilise others. Effective communication is at the heart of this, blending influence and persuasion to shape outcomes. Consider the legendary “Voice” from Dune, a whisper so powerful it compels action with mere words. While we can forget about that psychic ability to fall back on in the real world, we do have something just as impactful: strategic communication. By leveraging storytelling and intentional messaging, we can build trust, rally support, and transform resistance into momentum. Practicing these skills will turn change from a challenge into an opportunity for growth.
First, tell a story
Storytelling is far from just another trending topic or buzzword (this topic was covered in an earlier post); it is an ancient art that has been woven into the fabric of human cultures for centuries. In Ireland, this tradition is particularly rich. Here, traditional storytellers are known as Seanchaí (pronounced ”shan-a-key”), which means “bearer of old lore”. Those yarn spinners were the keepers of Irish folklore and played a crucial role in preserving and passing down stories through generations.
What lessons can you learn from this ancient storytelling tradition and apply to the contemporary corporate environment? First, it underscores the universal power of narrative. As we wrote in previous entries, our brains are wired to respond to stories, which helped our ancestors make sense of the world and their place within it.
In the context of a well-crafted narrative, your data transforms into meaningful insights, and complex ideas become more accessible. When your audience connects with your story, you enhance your ability to persuade and influence them. Similar to ancient gatherings, in modern-day presentations, storytelling remains a potent tool for communication and connection.
Understanding change
Before you start influencing to drive change in your organisation, let’s first try to understand its dynamics. At its core, influencing change involves navigating through three phases: Need, Trust, and Ask. Each stage builds upon the previous one, creating a foundation for successful transformation.
Need
The first phase involves identifying the need for change. This could be driven by external factors such as market shifts or internal factors like inefficient processes. Recognising the need for change is a prerequisite – it sets the stage for the entire transformation process. As a leader you must articulate a clear vision of why change is necessary and what benefits it will bring. This phase is about creating awareness and understanding among stakeholders about the necessity of transformation.
Trust
Once the need for change is established, in the next phase you will focus on building trust.
Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.
Trust is the faith cementing relationships and is your biggest ally when it comes to overcoming resistance to change. It accelerates decision-making and collaboration, making it easier to move forward with change initiatives. When teams trust their leaders and their vision, they are more likely to be open to new ideas and less change-averse. Note that building trust involves being transparent about the reasons for change, consistent in communication, and remaining open and empathetic towards the concerns of stakeholders.
Ask
The final stage involves asking stakeholders for their commitment to action. This is where the rubber meets the road, and as a leader you must inspire and motivate your team to take concrete steps towards change. This phase requires clear communication of what is expected from each stakeholder and how their contributions will impact the overall success of the change initiative. By leveraging the trust built in the previous phase, you can ensure that everyone is committed to driving change forward.
Why people resist change
Let’s first acknowledge a fundamental truth about change – resistance toward it. This is something you will always have to face as a leader implementing new initiatives. This universal reaction is often rooted in fear of the unknown, loss of control, or past experiences. People may worry about job security, fear failure, or feel overwhelmed by new processes. The list is longer: change will disrupt routines and challenge existing power dynamics, leading to discomfort. Understanding underlying concerns is crucial for leaders seeking to influence change. By acknowledging and addressing these feelings first, leaders can build trust and create a supportive environment to encourage your colleagues to embrace change rather than resist it.
Trust overcomes resistance
The foundation of any successful change initiative invariably rests upon trust. Its significance is reflected in current global trends, such as the theme of Rebuilding Trust at the World Economic Forum’s Annual Meeting’25. This theme underscores the urgent need to restore faith in institutions and leadership — a priority that resonates strongly in the corporate world. Leaders in both global politics and business must leverage effective communication and transparency to rebuild trust, creating an environment that fosters change and innovation.
As Stephen M.R. Covey states in The Speed of Trust, trust is earned and cannot be overstated; it is the cornerstone of successful transformation initiatives. Covey highlights that trust enables organisations to move faster and more effectively. When stakeholders trust their leaders, they are more open to embracing change.
Establishing trust requires showcasing these three essential approaches:
Transparency in communication — being open about the reasons for change.
Consistency in actions — following through on commitments.
Empathy — demonstrating genuine care for the concerns and well-being of others.
By cultivating these behaviours, you can create a strong foundation of trust, making transitions smoother and more impactful.
Trust yourself to make the next step
Influencing change effectively requires a strong foundation of trust and the strategic use of storytelling, as these elements will help you overcome resistance and will inspire stakeholders to embrace new initiatives. By applying these approaches; building trust through transparency and consistency, and crafting compelling narratives that resonate emotionally, you can drive meaningful change within your organisation.
You may want to watch our webinar, Motivate & Influence Others to learn more. However, to unlock your full potential, enroll in our communication skills programmes. At NxtGEN Executive Presence, we help professionals like you refine your communication skills, crucial for success in any setting. Our expert training solutions provide you with the tools to deliver your message with confidence and poise. Don’t miss the opportunity to transform your professional presence, contact us today to explore the benefits of our Executive presence programmes.
References:
images: canva
Covey, S. M. R. (2006). The speed of trust: The one thing that changes everything. Free Press.
Institute for Public Relations. (2022). How to navigate change using transparency, charisma, and empathy. Institute for Public Relations. Retrieved March 11, 2025, from https://instituteforpr.org/how-to-navigate-change-using-transparency-charisma-and-empathy
Tanner, R. (2025.).Organizational Change: 8 Reasons Why People Resist Change. Management is a Journey. Retrieved from https://managementisajourney.com/organizational-change-8-reasons-why-people-resist-change//
Unlock the Future. (2024). 2025: The year of opportunity and accountability. Our Future Agenda. https://our-future-agenda.shorthandstories.com/quarterly24/our-future-agenda-quarterly/2025-the-year-of-opportunity-and-accountability/index.html
