The 3 Audiences of Change
Change tends to happen slowly because it impacts three audiences, two of which have the power, inertia, and communications to support or defeat the change initiative. Your ‘advocate’ audience perceives a change initiative as an opportunity to make a difference that also increases their visibility, while helping the company improve its means of creating value. They care about the change, believe that they’ll benefit from it, and so organize to support it. Your ‘resistance’ audience …
