A good idea goes nowhere if it is not communicated well. In this episode I share the communications principles and patterns that allow you to tell a compelling business value story of your proposed change. An effective story will have powerful numbers and evidence but also a compelling emotional call to action. We need to learn to appeal to hearts as well as minds. If you take the time to craft these stories with care, you will generate positive impact and influence as a consultant or change leader. This is a 'write once: read often' investment that will repay itself many times over as you continuously tell and sell the story of your change over the rest of the lifecycle. I really hope you find this content interesting and of practical value!