In a change situation, we want to upset the status quo, to challenge existing beliefs and ways of doing things. That means the words and style could be somewhat inflammatory.
We can do this by making bold claims or allegations: Just listen to, or look at, advertising claims like these: "If you shop at Joe's Bookstore, you may be paying too much!" or, "Drive a bit further and save a lot more at Jane's Bookstore!"
Change also might be hurried by painting negative scenarios cheap nike air max 90 mens , as in "Unless we get more efficient, senior management will outsource the whole department."
Tactically, change usually demands more communication, as in more often and more words or pages. As you can imagine, it takes more communication to drive change than to stay on the same course.
There are also tactics we can use to reinforce existing beliefs or actions.
To maintain the status quo we can stress a service record, as in, "Serving you with quality and service for 25 years." or "Your performance has been very good over the past year cheap nike air max 90 premium , Betty. Keep up the good work."
Reinforcement does not automatically rule out change; however, it emphasizes incremental and gradual change rather than major and abrupt change.
You can also appeal to shared values or experiences to reinforce. Nothing commits us to staying the course like emotional cues that link good times to the status quo. For example, consider the power of an advertising slogan that begins, "Remember when...." It connects a powerful, positive emotion with a product or service. By extension, the product or service offers an opportunity to relive that good time.
In summary, make a distinction in your communication between reinforcing and changing. Decide which way you want to go cheap nike air max 90 ez , and then choose the appropriate strategies, tactics, and tools.
Heavy Machinery Market Cost, Production, Segmentation, Status and Forecast 2025
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