While there have never been so many media, communication tools and information sources, audiences, whether customers, citizens or employees have never been more suspicious and resistant.
Opinion has become hyper resistant
Distrust has become a skill with which everyone tracks down and deciphers hidden agendas.
Responding with more information reinforces resistance rather than reducing it. Traditional communication tools are no longer sufficient.
To be convincing
companies need to transform themselves quickly and continuously
Convince employees that transforming the organization, its activities or its culture improves everyone’s chances of success
Convince customers that transforming the offer improves their experience
Convince public opinion that the company is acting in line with society’s expectations and values
Convince investors and spheres of influence that the strategy implemented improves performance, profitability and reputation