This diagram is really a checklist.

Four simple questions that anybody looking to communicate with, or engage, employees on strategy or organisational change should be asking.

Four lenses that focus on the outcomes we seek to achieve, as well as the needs and concerns of the employee, so the goals are clear, compelling and meaningful for everyone.

It’s about stepping back from the language, terminology and phrases (often theoretical and process-driven) that accumulate when strategies are being shaped, and when change programmes are being planned.

It’s about seeing, through the eyes of our audiences, what we’re telling, sharing, and asking.

It’s about making sure we illuminate rather than cloud the message.