Some Practical Language Tips for Change Leaders

Tips	Why It Works	Example
Be clear, concise, consistent	Reduces confusion	“From 1 Sept, we’ll move to a 4-day workweek”
Use ‘we’ more than ‘I’ or ‘they’	Builds unity	“We’re in this together”
Name the emotions	Builds empathy	“We know this change may feel unsettling”
Tell stories	Makes it relatable	Share a customer success story tied to the change
Use future-focused language	Encourages optimism	“This will open new opportunities”
Avoid jargon unless essential	Makes it accessible	Replace “synergy” with “working well together”

Quick-Reference Change Communication Language Guide

This is designed for people who want to choose words that build trust, reduce resistance and drive alignment during change.

Purpose: Provide clarity, reduce anxiety and inspire confidence.

Do Say	Avoid Saying	Why It Matters
“We are making this change to help us better serve customers/achieve goals/adapt to challenges.”	“Management has decided to restructure.”	Explains purpose, not just action.
“From [date], we’ll start [specific change]. Here’s what will stay the same and here’s what will change.”	“Things will be different around here.”	Clarity reduces uncertainty.
“You will have support and resources to make this transition successful.”	“We expect everyone to adjust quickly.”	Signals care and commitment.

Purpose: Create connection, invite participation and reinforce unity.

Do Say	Avoid Saying	Why It Matters
“We want to hear your thoughts and questions — all perspectives matter.”	“Does anyone have any objections?”	Encourages safe, open dialogue.
“Here’s the vision for where we’re headed and here’s your role in getting there.”	“This is what’s happening; just follow along.”	Builds ownership and engagement.
“Let’s talk about the challenges we might face and how we can address them together.”	“There may be some problems, but we’ll cross that bridge later.”	Shows proactive leadership.

Purpose: Acknowledge emotions, address concerns and maintain trust.

Do Say	Avoid Saying	Why It Matters
“I understand this may be difficult — how are you feeling about it?”	“You’ll get used to it.”	Validates emotions instead of dismissing them.
“I’d like to understand your perspective so we can work through this together.”	“It’s out of our hands.”	Keeps agency and problem-solving in focus.
“Here’s what this means for your role and how I’ll support you.”	“I’m not sure — you’ll find out later.”	Transparency builds security.

Principle	What It Looks Like
Use “we” and “our”	“We are moving forward together” instead of “You need to…”
Name the why	Always connect actions to a meaningful reason.
Balance honesty with hope	Acknowledge difficulties but highlight opportunities.
Keep it simple	Use plain language, not corporate jargon.
Be consistent	Repeat core messages across all channels.

Instead of…	Try…
“We have to cut costs.”	“We’re focusing our resources where they’ll have the most impact.”
“We’re eliminating jobs.”	“We’re reshaping roles to fit our future direction.”
“This is going to be hard.”	“This will challenge us, but it will also make us stronger.”
“We don’t have a choice.”	“We’re choosing this path to secure our future.”

(main source: Taryn Haynes-Smart, 2010)

More on Language for Change Management