How important is 'communications' when embarking on a transformation project?

-In this weeks 3@3 conversation, we speak with John Hatfield from Second City Communications.

John joins us in week number 15 of the series, to give us his take on the following hot topic questions:

• Communication is just one of many facets of a digital transformation journey. How important is it?
• What are the common pitfalls and barriers to effective communication in change management?
• What can organisations do to get it right and what are the tangible benefits of doing so?

In a fantastically relatable comparison, John illustrates how business transformation projects can be compared to the act of moving home when you were a child. This experience usually comes with shock-horror, fear, uncertainty and doubt for the child, which is of course not a good place to start off from. 

Many transformation projects start off from the point of view of "We are going to change you", "This is something that is going to happen to you!". So the big lesson to learn here, is don't do things to people, do things with them. If this is the case when moving home, that experience can happen so much smoother, whilst drastically reducing the negative impact that surrounds the experience. 

A key phrase to remember here is: "We would like to do this with you". It's not for you, which is patronising, or to you which is enforcing, it's together which allows for cooperation and mutual benefit.

In what is a very enjoyable 26 minute long conversation, John continues to share his wealth of knowledge and advice on the subject, making this 3@3 week, one not to be missed. 
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Watch the full conversation below:

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