Leaders deal with change almost every day. Sometimes it’s intentional, meant to produce sustainable improvement. Other times, it can be a reaction to evolving circumstances. Many times, there’s a need to act with urgency.
Whatever the circumstances, the first milestone is achieving team commitment on the new direction. Promptly securing this commitment often depends on how you message it.
Are you communicating change or progress?
When teams hear “change,” they often experience uncertainty and resistance. Their minds fill with questions about what they might lose, and they often calculate the minimum required effort to comply.
Conversely, substituting the word “progress” activates aspiration and participation rather than escape from current problems – people naturally want to be part of something improving, so they’re more likely to voluntarily invest the discretionary effort necessary for implementation.
The key insight is that your team will more readily commit to your initiative when they believe their efforts contribute to meaningful advancement rather than just coping with disruption.
| Change | Progress |
| Starts with how your current state is undesirable | Starts with a compelling vision of a better future |
| Often initiated by fear | Driven by aspiration, a desire to improve – motivated by opportunity and growth |
| Can be directionless – the impetus is to move away from an undesirable current state | Has clear direction – moving toward something beneficial |
| Success may be uncertain as the desired outcome is often negative (e.g., avoiding disruption) | Success is defined by a clear, positive outcome, or progress toward it (e.g., enhanced capabilities) |
| The outcome can be imposed on you | The journey feels more collaborative and purpose-driven |
These suggestions can help secure team commitment:
- Connect to purpose and vision first, before discussing what needs to change. “We’re building toward X” is more motivating than “We need to stop doing Y.”
- Frame the effort as an investment rather than a cost. Highlight the return they’ll experience personally and collectively.
- Consistently use forward-looking language. Replace phrases like “fixing problems” with “building capabilities” and “addressing weaknesses” with “strengthening our position.”
- Share stories of early wins and momentum. Progress feeds on visible progress.
- Acknowledge the reality of the additional effort required, but contextualize it as temporary scaffolding to build something that endures.
How often are you communicating change vs. progress?