Find Your Rose – Enthuse Communications
Effective Change Communications

Find Your Rose.

A framework for change communications that actually moves people.

Change doesn’t happen to organisations. It happens to people. Every. Single. Individual.
The Big Idea

An organisation cannot change until every individual in it changes. So the question isn’t “how do we communicate this change?” The question is: “how do we move every individual through it?”

Who is your Rose?

Rose is the person in your organisation least likely to come with you. The one who is quietly terrified, who says nothing in the town hall but can’t sleep that night. If your change comms strategy can’t win Rose over — or better still, turn her into your proof point — it can’t win anyone over. You only find Rose if you’re listening.

Know your three audiences

The detractors

  • Cynical or fearful — often with good reason
  • Don’t dismiss them; address their fears
  • Some will become your strongest advocates

The anxious middle

  • Your biggest group — watching and waiting
  • Need evidence, not marketing
  • Rose usually lives here

The early adopters

  • Already on board — brief them first
  • Your best channel to the middle
  • Don’t take them for granted

The investment gap

<5%
what most organisations spend on the people side of change
10–15%
what the evidence says you should invest (Prosci / AMR Research)

The Enthuse six-step approach

01Create Awareness
02Build Understanding
03Generate Enthusiasm
04Listen and Act
05Keep Nudging
06Celebrate Success

Rose lives in step 04. She doesn’t appear by accident — she appears because you built listening into the process.

Before you press send — six questions

1
Do you know who your Rose is? Not vaguely — specifically. The individual or group least likely to come with you.
2
Have you segmented your audience? Different groups need different messages based on where they actually are on the journey.
3
Are you listening as well as talking? Real two-way channels — and you must act on what you hear. Listening without acting destroys trust.
4
Are your line managers ready? Not just informed. Ready — equipped, supported and emotionally prepared. They might be a Rose too.
5
Have you invested enough? If your project costs £X, are you spending at least 10% on the people side?
6
Do you know how it ends? The celebration matters. Who you celebrate first says everything about what your organisation values.

Every change programme has a Rose.
The question is whether you’ve found her.

Enthuse Communciations www.enthuse-comms.co.uk hello@enthuse-comms.co.uk