The Silent Killer of Change

Are you calming fears or fueling resistance during change?

You’ve probably heard the often-repeated statistic that 70% of change initiatives fail and poor communication is a leading cause. But here’s the real issue: communication doesn’t matter if people don’t trust you.

At an ACMP Conference a few years back we learned about a breaking research study that explained how trust is the gateway to communication effectiveness. Without it, even the clearest messages fall flat. People don’t resist change, they resist confusion, inconsistency, and perceived manipulation.

Change creates uncertainty. Uncertainty creates fear. Trust and clarity are the antidotes. Your job isn’t just to “tell people what’s happening” it’s to reduce fear by increasing understanding, empathy, and credibility.

The most effective change communicators do three things:

1. Explain the “Why” First

Don’t start with the timeline or steps. Start with the story. Connect the change to purpose and values. Help people see where they fit and why it matters.

2. Make It Two-Way

Communication is not transmission or a monologue, it’s a conversation. Invite questions. Acknowledge concerns. Listen actively and visibly incorporate feedback. People support what they help shape.

3. Repeat, Repeat, Repeat

What’s clear to you is often a blur to others. Neuroscience shows that repetition strengthens retention, especially during stress. Share key messages 7 times, in 7 ways (spoken, written, visual, relational).

Pick a current or upcoming change and do this today:

• Write down the “Why” of the change in one powerful sentence.
• Identify three audiences (AKA stakeholders) how will you personalize the message for each?
• Plan three touchpoints this month to reinforce the message and invite dialogue.

Change doesn’t fail because people are stubborn. It fails because leaders underestimate the power of trust and overestimate the clarity of their message. Lead change with trust, empathy, and consistency—and watch your communication actually create movement.

ACTION:

Think of one change (big or small) happening on your team.
Draft a quick 3-sentence message: What’s changing, why it matters, and how they’ll be supported. Then share it today, verbally, visually, or via message. You’ll be surprised by how much clarity calms anxiety.

“Trust is the currency of change. Without it, communication is just noise.”
— Donna Brighton