Ignite Change: How Empathetic Communication Helps You Illuminate a Path that People Will Want to Follow

"Change is inevitable. Whether we're talking about business, society, politics, or life, we all know that trying to stay still is a recipe for stagnation. Since Duarte, Inc., was founded twenty-five years ago as a small design firm in Silicon Valley, the company has undergone numerous transformations. But none has been more challenging than the internal reinvention we began three years ago. As we worked to motivate our employees and align our organization around a new vision for our collective future, we were simultaneously studying how other leaders—in business and society, at companies large and small and different as Apple and Starbucks, IBM, and Market Basket—have successfully helped others embrace change and sparked movements. This is our manifesto for change communications and, more specifically, for leaders who want to inspire others to understand and follow their vision for change, over and over again. It's a tricky road to navigate. Most people are more comfortable with what they know than with the unknown future. Great leaders anticipate this challenge, empathize with that struggle, and communicate in ways that overcome resistance. Throughout this process, four tenets play a critical role in helping them to succeed in realizing their goals."