If managing change is going to succeed, communication cannot fail to be successfully managed as well. Success means that everyone gets to know what they each need to know in order to believe, commit, and engage in making change valuable.

1. Campaigning
Managed Change

2. Supportable Credible
Preferences Priorities Benefits
Expectations Examples Experiences
Campaigns thrive primarily on continual communication of evidence. Evidence builds
the case for the argument that the future has already arrived and that the organization
can begin exploiting it successfully. As explained by this framework, there are four types
of evidence to communicate to all audiences of all types of stakeholders.
The communications environment of the organization going through change should be
configured in a manner that allows 24x7 presentation of the existing and emerging
evidence. In that way, the “reality” of the future’s influence, and the priority to exist in
it, is continually exhibited as a current actual state instead of as an imagined state.
©2017MalcolmRyder/ArchestraResearch

3. Communications environments influence
“adoption” and commitment
Discovery Recommendations Education
Public News References
Conferences /
Events
Corporate
Performance
systems
Practice Communities Courses
Personal Research Social relations Training
Discretionaryless formal more formal
lessverifiedSharedmoreverified
©2017MalcolmRyder/ArchestraResearch

4. Getting and Using Feedback
Feedback is a stakeholder’s primary way of participating in the DESIGN process. A campaign exhibits the ongoing
emergence, maturation, and proximity of a value proposition as an actual state rather than a hypothetical state.
The primary purpose of feedback is to help create and send updated messages through the ongoing campaign.
Intention Probability
Priorities Steady? Gaining support?
Benefits Pertinent?
As available as
current?
Examples Local? Repeatable?
Experiences Inclusive? Desirable?
©2017MalcolmRyder/ArchestraResearch

5. Archestra notebooks compile and organize decades of in-the-field and ongoing empirical findings.
All presented findings are derived exclusively from original research.
Archestra notebooks carry no prescriptive warranty.
As ongoing research, all notebooks are subject to change at any time.
©2017 Malcolm Ryder / Archestra Research
www.archestra.com
mryder@archestra.com
Archestra research is done from the perspective of strategy and architecture.
With all subject matter and topics, the purpose of the notes is analytic, primarily to:
* explore, expose and model why things are
included, excluded, or can happen
in given ways and/or to certain effects.
* comment on, and navigate between,
motives and potentials that predetermine
decisions about, and shapings of, the observed activity.