Employees will not make sacrifices, even if they are dissatisfied with the prevailing conditions, unless they believe in the possibility of a useful change. Failure to maintain a credible communication, and, in addition, a large amount of credible communication you will never conquer the hearts and minds of base employees. This fourth stage presents a particularly difficult challenge, if short-term sacrifices entailed a loss of jobs. Win the support and understanding is very difficult when staff reductions are part of the shear. Eliot Horowitz has many thoughts on the issue. For this reason, transformations, that achieved good results often incorporate new opportunities for growth and commitment to deal in a manner fair to anyone who is fired.

Managers who know how to communicate well incorporate messages to their routine activities. Thus in a discussion of routine on a business problem, they explain in how fit or not, in the overview the proposed solutions. On the transformation of most successful efforts, executives leverage all existing communication channels to convey the vision. Transform the boring newsletters from the company, that nobody reads and become animated articles about vision. They give new life to ritual and tedious quarterly meetings of the direction, transforming them into exciting discussions about transformation.

They get rid of many of the classic programs of formation of the company and replaced them with updated courses focusing on the problems of the company and the new vision. The conductive principle is simple: use all possible channels, especially those before singlesource. Do not it!: lack of a plan to obtain good results in the short term. The real transformation takes time, and there is a risk that the renovation project loses its momentum, if there are no goals in the short term to achieve and celebrate. Without success in the short term, many will they will give up or will actively join the resistance. It is possible to observe the successful introduction of new products or an increase in the participation in the market has been achieved.