Core Message

One story, told the same way by everyone. This tool defines the "why" behind the transformation.

Aim

The Core Message Tool establishes a consistent, clear and compelling message that aligns stakeholders around the "why" of the transformation. Core Messaging articulates the rationale, expected benefits, and leadership intent behind the change. The Core Message serves as the foundation for all communication and engagement efforts.

Results

A shared narrative that builds understanding and belief in the transformation.
Consistent language across leaders, work streams and communications.
Greater confidence in engagement conversations, by providing anchor points for messaging.
Reduced confusion, misinterpretation or misalignment as the change unfolds.

Pro Tips

Ensure it reflects leadership tone and style. The message should sound like something your key leaders would actually say — authentic, direct, and aligned to how they typically communicate.
Adapt for audiences without losing the core. Tailor the message to resonate with different stakeholder groups, but protect the underlying logic and intent.
Reinforce through repetition. Encourage leaders and communicators to echo the same messages across meetings, emails and informal interactions.
Use storytelling. Pair the core message with real examples or analogies that bring the change to life and connect emotionally.
Anchor back to design choices. Make sure the message reflects the strategic intent and design shifts being introduced.

How to use it

Core Motivation — the true reason why the change has been undertaken.
Core Aspiration — how the organization will know they've been successful.
Core Audience — the key stakeholder.
Core Barrier — the primary behaviour of the core audience that is preventing them from making the change needed to achieve the Core Aspiration.
Core Revelation — the insight that helps you know what you need to do to overcome the Core Barrier.
Core Message — the single most important message to send to the Core Audience to ensure the Core Aspiration is achieved.