Change the Narrative...

June 26, 2016

Share this article:

Overhead view of five people collaborating around a wooden table with laptops, notebooks, and coffee cups

…Change the Culture! I recently attended a lecture that carried the above title and was intrigued by the ensuing discussion around how effective communications can literally change the course of an organization based on the narrative used to inspire it. In my mind, effective communication is the number one leadership challenge in business (for-profit and non-profit) today supported by an abundance of real-world examples, surveys and professional articles. Most surveys I’ve read on this topic not only identify the issue, but also identify leadership’s own poor attempts to improve communications within their organizations. It is this challenge to improve what is a well-known issue that highlights this leadership discussion.

Effective communication is defined as the ability of the sender and the receiver to understand the message in the same context. This implies using clarity in the message itself, choosing the most effective and efficient media to transmit the message and using an effective feedback channel to ensure collective meaning. It all really begins with the clarity of the message itself.



Clarity can be a confusing concept as different people have their own views of how to communicate clearly. An engineer or accountant’s view of clarity might involve a heavy dose of facts and figures to clearly identify the core logical message. An artist or designer’s view of clarity might involve and heavy dose of flowery and descriptive language to identify the core emotional message. In both cases, the senders are convicted to the clarity of their message. In both cases, some of the receivers have no idea what the core message is!


The solution is the same in both examples. In both examples, the messages come out as information without the full context behind the meaning of the message. When speakers wrap a narrative around their facts and figures and/or their emotive words, the receiver is now able to paint the right picture in the minds of their audience. This is crucial to clarity because while we hear words, we think in pictures. If a leader wants their narrative to have full effect and meaning to their teams, they must tell the story in a way that ensures the picture is one the leader intends.


How does this then impact culture? Culture is the collective beliefs, attitudes, behaviors and norms of the organization. Organizational cultures happen regardless of what the leader does. The real question is whether the culture is one they need to sustainably grow the organization. When a leader determines the culture of the organization needs to change to meet evolving business needs (which is always!), they must first look at their own narrative. What are they communicating, both verbally and non-verbally? Are the non-verbal communications aligned and consistent with the verbal communications? What behaviors does the leader expect the team to execute as a result of the leader’s narrative?


The leadership challenge is clear. A constantly changing environment means a constantly evolving narrative on why the organization must do what it needs to do to achieve sustainable success!


What pictures are your followers envisioning from your leadership narrative?


Lead Well!

Follow Us:

Our Latest Insights

How are you leveraging AI to differentiate your business?
By Rick Lochner • September 28, 2026
...so that you can do something about it now”
By Rick Lochner • August 26, 2026
...it’s the product of their interaction.” While we’ve written intermittently about systems and processes, the current VUCA (Volatile, Uncertain, Comple, Ambiguous) business environment compels us to spend more time on how important systems thinking is to effective leadership. We are using the title quote from the late Russell Ackoff , who was a pioneer in the field of operations research, systems thinking and management science. And to illustrate the importance of the title quote, we will use a case study we came across a year ago to drive the point home. The project was a joint venture between General Motors and Toyota named the New United Motor manufacturing, Inc. or NUMMI for short. The goal of the venture was to apply the lessons Toyota learned around lean manufacturing to a failing GM plant in Fremont, California. The results were dramatic in the increased productivity of the plant proving that transformation could occur with fundamentally the same personnel in the plant before and after the switch. While the application of lean methodologies succeeded in producing much improved results, the lessons learned were ultimately lost on GM leadership. They concluded that it was the processes alone that created the change since the personnel were basically the same. In fact, it was the interrelationships between the processes that carried the success of the venture overall. Today, that plant is owned by Tesla. So, what does that mean in a VUCA business environment? It means that leaders trying to react and flex to pieces and parts of the system that are impacted by change will struggle to solve the problem in a sustainable way. It is understanding that volatility and/or complexity, while deeply affecting one particular part of the system, ultimately has systemic impacts across other systems as well. It also means that uncertainty and/or ambiguity will make it difficult to ascertain where the solution lies without looking at the business through the lens of systems thinking. Now, just for the fun of it, let’s throw in the impact of artificial intelligence (AI). The AI impact has come at the business environment with a vengeance to the point where we are already seeing the strategic and systemic challenges encountered by early adopters. In our estimation, it once again looks like business leaders are adopting AI as a workforce replacement instead of addressing where AI fits into the current and desired systems approach to the business. Once again, the absence of being able to see the interrelationships between systems creates major blind spots and lessons not learned similar to the NUMMI and GM venture. From our 2022 book, “ Finding the Missing Piece : The Impact of Effective Communications on sustainable Success”, we define systems thinking as, “...a holistic approach focusing on how a system’s components work together, how a system operates over time as well as how it operates in the context of other larger systems.” The only way systems can provide the foundational value to the organization is through leaders who can fully appreciate and understand its benefits, especially in a VUCA business environment! How are your leadership interactions enhancing the business systems? If you’re not sure, we can help . Lead Well!
Green road signs labeled “LEADER” left and “FOLLOWER” right on a pole
By Rick Lochner • July 26, 2026
This is a question every leader of any business (for profit or non-profit) of any size and any industry or market needs to regularly ask themselves. It is a critical question in that it establishes the very reason a leader earns the privilege of being called a leader.