Tamsen Webster argues you need a clear story about why change makes sense before you spend money on marketing it. People need to tell themselves the rationale first, or no campaign will convince them.
A rationale that works establishes right at the beginning why somebody ever would say yes to a change, why someone ever would be able to tell themselves a story about why that change makes sense before we go investing time, effort, etc. on branding campaigns and marketing campaigns and scriptwriters and all these kinds of things, all for something that people just fundamentally don't agree with.
