For information about Richard Bevan's Changemaking please visit www.changestart.com. You will also find free resources, including a 17-page toolkit on Making Meetings Work.

Make it easy for people to remember the key points when you make the case for change: keep it short, clear, and focused

Business case definition

The need for strategic clarity

A key component of an effective change process is clarity on the need, purpose and nature of the changes.

This is the "story": what's happening and why; concise; relevant; robust; the source document for many other materials.

If the business case for change (rationale and plan) isn't clearly and concisely documented it's going to be hard or impossible to explain and support the changes.

The case should be developed using inputs from leaders, staff involved in the planning process, internal documents and other sources.

Keep it short: just a few pages in summary format, along with a highly condensed version:the story at-a-glance, or the elevator pitch: no more than a single page.

These tools can be used in many different contexts. They provide the platform for consistent, effective communication in a variety of formats.


Focal points for change

Some organizations see the necessary brevity as very difficult or even impossible: "too much material to condense; too much of the detail will get lost".

But few stakeholders, including employees, will have the patience or interest to retain more then four or five major elements.

You must identify and articulate these "key focal points for change".
Elements of the business case


The context:

Where we are


The goal (mission or vision):

Where we aim to be


The route:

How we're going to get there


The journey:

What this means for stakeholders


Roles, responsibilities, resources:

Including re-allocating priorities


Managing the process:

Structure and systems


Your role and input:

Where to get information; how to contribute


Taking care of people:

What we're doing for those affected

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