Communication Breakdown: A Silent Killer of Transformation
One of the most overlooked aspects to transformation success is effective communication. While organisations may have a compelling vision and strong plans, these often fail to gain traction due to inconsistent, unclear, or insufficient communication.
"The single biggest problem in communication is the illusion that it has taken place." – George Bernard Shaw
I learned this lesson while reviewing a long-running system implementation project at a mining company. The project team worked tirelessly, believing they were making great progress. Yet, when I spoke to employees outside the team, many assumed the project had been abandoned—they hadn’t heard any updates in over a year. The silence created a vacuum where assumptions, disengagement, and resistance resulted. Even if the system was brilliant there was no way anyone was going to use it once available.
Communication breakdowns like these are surprisingly common in transformation efforts. Grand announcements are made early on, but follow-up is sporadic or non-existent. Without continuous, clear, and credible communication, stakeholder lose focus, trust, and enthusiasm for the change.
As a leader of change, communication needs to be a key priority.
Common Failures of Communication
I see a few types of communication failure in particular:
Under-Communicating the Vision - Many leaders assume that a single announcement of the vision for change is enough to align their organisation. But as John Kotter highlights in Leading Change, this rarely works. Vision needs to be communicated repeatedly, through multiple channels, and reinforced by leadership actions to resonate with everyone.
Inconsistency - Sporadic updates and varied communication methods create confusion and distrust. Employees are left wondering about progress and their role in the transformation, which often leads to disengagement.
Lack of Credibility - When leaders delegate key messages to junior managers or external consultants, or when their actions contradict their words, employees become cynical. This erodes trust and reduces belief in the change effort.
Clarity Issues - Overly complex, jargon-filled messages leave employees unsure about what the change means for them. Without simple, clear communication, misunderstandings and resistance are inevitable. Just the other day I heard a leader headline an initiative as “a key priority to addressing functional disconnects and maximising outcomes delivered”…huh?
What Happens When Effective Communication is Missing
At the heart of any major change is people and people won’t change without effective communication for two reasons:
They don’t know what to do. In practical terms, if they aren’t told any different they will carry on doing what they are doing today and your change will fail
If they know what is required they may still resist. This is usually a failure to understand why they should change – either it hasn’t been explained or they see no benefit to them. Either way, the change won’t happen.
Practical Steps to Communicate Better
The steps for effective communication are simple, but execution requires attention and discipline over time.
1. Identify who needs what
Start by identifying everyone affected by the change and tailoring your communication to their needs. Use a stakeholder map to categorise groups based on their level of interest and influence:
Key Players (High Power, High Interest): Engage them regularly with detailed updates and involve them in decision-making.
Keep Satisfied (High Power, Low Interest): Provide high-level overviews to keep them informed without overwhelming them.
Keep Informed (Low Power, High Interest): Share regular updates and seek feedback to make them feel included.
Monitor (Low Power, Low Interest): Maintain occasional communication to ensure they’re aware of progress.
Tailoring your approach to each group ensures everyone feels informed and valued.
2. Make a plan
Communication isn’t optional; it’s a critical component of transformation. And the what needs to be communicated will change over time. Create a clear, structured plan to outline what, when, and how you’ll communicate at each stage of the initiative. For example:
Initiation Phase: Focus on the vision and why the change is necessary. Use compelling stories, data, and clear language to inspire early buy-in.
Planning Phase: Shift from monologue to dialogue. Share drafts of the roadmap and invite feedback to build trust and collaboration.
Execution Phase: Provide regular progress updates, celebrate quick wins, and address challenges transparently to maintain momentum.
Closure Phase: Highlight achievements, document outcomes, and outline plans for sustaining progress to reinforce the initiative’s success.
3. Use Multiple Channels
Even if you have identified who needs what information and have put a plan in place there is still no guarantee your message will reach the audience. There are so many variables determining whether a message will reach the intended recipient including such things as their preferred communication style, the channels they regularly use and even such unpredictable factors as when they will be on holidays. In today’s workplace there are also so many things vying for our attention, so it is important to target a range of channels, not just a periodic email or meeting. Consider:
Emails and Newsletters: Share concise updates to keep employees informed.
Town Halls and Workshops: Engage directly with employees, allowing for Q&A and dialogue.
Intranet and Digital Platforms: Provide resources, videos, and updates employees can access at their convenience.
Visual Presentations: Use infographics and charts to simplify complex information.
Feedback Mechanisms: Actively solicit and respond to employee input to build trust and ensure alignment.
Each channel should reinforce the message, catering to different preferences and ensuring broad reach.
4. Be Transparent and Consistent
Transparency builds trust. Share progress honestly, even when things don’t go as planned. People value leaders who address setbacks directly and explain how they’ll be resolved. Consistency in communication frequency, tone, and channels ensures everyone stays aligned and engaged.
5. Celebrate and Reflect
Recognise and celebrate milestones to boost morale and demonstrate progress. At the same time, gather feedback on the communication process itself. What worked? What didn’t? Use these insights to improve future efforts.
Communication isn’t a one-time event—it’s a continuous, deliberate process.
Have you faced communication challenges in your transformation efforts? What strategies helped you overcome them? Let’s learn together in the comments.
About Failure Fridays Failure Fridays is a weekly series exploring common transformation mistakes and the lessons they offer. Each edition aims to spark reflection and help leaders take actionable insights into the week ahead.
