3. Define and formulate change objectives for effective change implementation

Having a clear statement of objectives with all the required elements does not mean "dressing up" the content to make it more attractive. It's not a "communications operation"! The content must be modified and adapted to meet the needs and maximum possible interest of all stakeholders. It is preferable to reduce or increase the scope, scale or conditions of change, if this makes the objectives more attractive. In some cases, more ambitious objectives can help to better mobilize a company and facilitate the implementation of change.

Implementing change calls on the company's resources and commitment. To implement change effectively over the long term, you need to build and maintain credibility throughout the process. This involves a three-pronged approach:

• avoid cascading change and repeating the same change projects...