Good change strategies can deliver huge benefits across organisations. But, frontline employees must change the way they work in order to deliver those benefits. They must be persuaded to do this willingly and enthusiastically or else the benefits will never match expectations.

The most common corporate response is to distribute glossy brochures, interactive websites and mission statements. This is called an 'Engagement Plan' or 'Benefits Realisation Strategy'. It looks very persuasive to senior managers at corporate HQ.

Unfortunately it doesn't have the same impact at the frontline. It is often ignored but can provoke hostility and resistance.

Good communication is the key to successful change and corporate communications must be clear, acceptable and persuasive. But above all they must be relevant to their audience.

Frontline staff are not scared of change. But they are scared of potentially damaging change and they can spot a bad idea very quickly.