Why transformation thought leadership calls for clearer messages

Today’s business leaders have to be master jugglers. Multiple transformations — technology, finance, climate, supply chain — and constant geopolitical turmoil need their attention, so they have to be able to prioritise those demands and manage change. 

But transformation fatigue is real. A 2022 Gartner study revealed that years of disruption had significantly eroded employee support for organizational change. And new insights from the research and advisory firm confirm that 73 per cent of HR leaders now agree that employees are fatigued by change, leading to lower levels of engagement, intentions to stay, and psychological safety. 

It’s time to shift the transformation narrative

As Forbes points out, change management is no longer just a key leadership skill — it’s a survival imperative. In other words, leaders are often so tied up in immediate challenges that they’re losing sight of the long-term view. 

This is bad news for transformation efforts. And it’s likely to be the reason why many leaders are struggling to achieve what organizational change is fundamentally all about: translating growth ambitions into tangible results. In a world fraught with distractions, a clear, long-term vision that aligns with your overall business goals helps you to stay on track and avoid stagnation. Without a roadmap, teams don’t know where they’re going.

How to cut through change fatigue

Change isn’t going anywhere, and instead of adding to the overwhelm, business leaders’ aim should be to reduce it. This means being consistent in your messaging and focusing on what’s most relevant to people. The goal is to build confidence, gain trust and inspire action. 

The same rules apply to your thought leadership. To strengthen your position in this space, you must tell transformation stories that are genuinely insightful, helpful, and true to your brand. Here’s how to do that. 

1. Show that you’re thinking clearly 

Work out how your transformation efforts tie in with your organisation’s long-term goals. To separate the signal from the noise, it’s important that everything you say and do is linked to your core purpose and the value your business adds. 

Boston Consulting Group (BCG), a US consulting firm specialising in technology and innovation, has long positioned itself as an expert in digital transformation by teaming up with technology firms to build digital maturity frameworks and adjusting the narrative as new technologies emerge. Thanks to its consistent efforts, BCG is often seen as a leader in digital transformation services. 

2. Sidestep the fads

Accept that not every trend will matter to your business. Thought leadership should be as useful as it is influential, so there’s no need to engage in a transformation debate that won’t truly resonate with your audience. 

The AI conversation is a good example of this. The past few years have seen many businesses eager to contribute, but our in-house analysis found that AI campaigns often deliver similar messages, regardless of the industry they serve. Meanwhile, businesses that have remained close to their niche, such as Microsoft with its “Will AI Fix Work?” campaign, will find it easier to evolve their transformation thought leadership as their expertise stays relevant even if trends fizzle. 

3. Lead with empathy

Acknowledge the challenges of transformation and be honest about its impact on your workforce and customers. This means moving beyond high-level messaging and getting into the real-world implications. 

Gartner does this by regularly publishing studies (such as the ones at the start of this article) about the role of employee wellbeing in transformation — which is often overshadowed by other elements such as processes and leadership alignment. But examining how change impacts people can help you build a more balanced and sustainable roadmap. And with many leaders feeling alone in navigating their teams through transformation, addressing the less rosy side of change can be a powerful way to connect with C-level audiences. 

In a rapidly changing landscape, business leaders must work on their juggling skills. But as they balance multiple priorities, a clear and focused narrative is vital to staying the course.

Ready to learn more?

We’ve got more great insights on how to boost your transformation thought leadership to win new business more efficiently.

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2. How can your brand influence every step of a buyers decision-making process?