TN121 Making a case for change

First published on this website in February 2020 and last updated in January 2024

Synopsis

These notes assume you need to present a case for change to win over a possibly hard-to-convince group of people. They cover the initial pitch more than the ongoing process. There are three section, each with six ideas.

1. Your concept - it needs to be crystal clear
2. Their concerns - you need to be prepared
3. The concert - aim for a creative, varied approach.

Point made under these three headings include:

• Headline the needs to be met
• List the benefits of the change
• Don't minimise the costs
• Identify the likely opposition
• Understand their viewpoints
• Use lists
• Tell stories
• Be memorable.

These notes have been updated in January 2024 with minor amendments to the text and layout.