What makes a change story powerful? 5 building blocks that work

I posted a few quotes from my book Change Communication, and this one really struck a chord. Because we all know: a change story only works if it resonates. If people understand it, feel it, and start using their own words to describe it. Not when it’s locked in a boardroom document — but when it pops up in lunch conversations, sticks in a team meeting, or is shared by a manager with conviction.

Here are some highlights.

TL;DR Change starts with a story

Every change starts with an idea — a new strategy, a different direction. But whether it truly takes hold depends on how the story is told. A strong change story isn’t a “nice to have” — it’s essential.

After reading this blog, you’ll know:

Why your change effort needs a good story

The five essential elements of a change story

How to use the Minto Pyramid model

Who to involve in shaping the story

And how storytelling helps you bring it to life

Why stories matter

Imagine your colleagues hearing that “we need to become more agile” or that “we expect more ownership.” What does that mean for them? Why now? What’s going to change?

Without context, people disconnect. They’ll make up their own version — or resist. A strong story helps people understand what’s happening and connect to it. It turns abstract plans into something meaningful: into images, emotions, and action.

A good change story:

Gives direction – Where are we going?
Gives meaning – Why are we doing this?
Creates connection – Who’s involved, and what’s your role?
Drives action – How can you contribute?

Why we forget to tell the story

Researcher Bennebroek Gravenhorst observed that leaders often ask themselves all the right questions at the beginning of a change — but by the time others start asking those same questions, the leaders have already moved on. The answers feel obvious to them by then.

That’s why creating a change story is so important — it helps those early adopters reconnect with the mindset of those who still have questions. You’ll find more on this in his book The Change Accelerator (De Veranderversneller).

The five building blocks of a change story

Whether you’re sharing it in a speech, a memo, or a set of visuals — every powerful change story answers five core questions:

1. What do we stand for?

Start with where you come from. What’s the mission of your organization? What have you learned so far? Change doesn’t come out of nowhere — it builds on the past. Acknowledging that past gives your story depth and credibility.

2. Why are we changing?

What triggered this change? What external or internal developments are forcing us to move? Why isn’t the old way working anymore?
Answering these questions adds urgency and relevance. Include facts, examples, and signals from outside the organization to show this isn’t just an internal shift, but a response to the real world.

3. What are we changing toward?

What’s the goal? What are we aiming for — for our customers, citizens, the community, or the organization as a whole?
This is where Simon Sinek’s Golden Circle can help:

Start with Why
Explain How
Then describe What will change

4. What’s actually going to change?

Make it concrete. What will people see or feel? What behaviors, processes, or structures will change? And most importantly:

What does that mean for employees?
Do roles shift? Are new skills needed?
Who will be most affected — and how will they be supported?

Also, be clear about your change approach. Are you running a classic project, inviting participation, or aiming for a learning organization? (Tip: use Caluwé & Vermaak’s color thinking model for this.) One more thing: honor what worked in the past. Change doesn’t mean the old way was wrong — just that it no longer fits.

5. How are we supporting our people?

Finally: how are you helping people adapt? What support can they expect — training, coaching, communication? Is there room for feedback, questions, or concerns?

A great change story is empathetic. It doesn’t just end with a strong closing sentence — it opens up a conversation. It invites dialogue.

Two ways to structure your story

There are two main ways to structure a change story:

1. The narrative route: A journey story

This is the classic storytelling approach, using elements we all recognize from movies and books:

A main character with a challenge
A journey full of obstacles
A turning point
A new perspective or solution

This approach appeals to emotion and is ideal for changes around culture, behavior, or collaboration.

2. The pyramid structure: clear and logical

For more rational or technical changes — think IT rollouts or process improvements — the Minto Pyramid Principle works well:

Start with your core message
Back it up with three key arguments
Support those with facts, data, and examples

This makes your story clear, structured, and persuasive — no fluff.

Bonus tip: AI tools like ChatGPT can help you draft a first version of your story based on these elements. It won’t give you the final version, but it’s a great starting point to edit and personalize further.

Co-creating the story

A change story shouldn’t be written solo. Start with the change team or steering group to outline the core message. Then bring in communication advisors and employees. Host listening sessions, interviews, or workshops. Ask: “What does this change mean to you?” Use their input. Their words and examples will make the story more real, relatable, and credible.

Telling (and listening to) the story

Once your story is ready, the real work begins: it needs to be told — and heard. That only works if:

It fits the person telling it (team lead, influencer, director)
It matches the audience
It includes real examples
It’s shared at the right time, in the right way

Train your internal storytellers. Let them practice and adapt the story to their style. Leadership is key here — people don’t just listen to what you say, but watch what you do. And give employees space to share their own version of the story. That builds ownership and strengthens connection.

The story as a foundation

A good change story isn’t just a nice poster or video — it’s the foundation for your entire change strategy. It brings focus, meaning, and momentum. So whether you’re guiding a small team change or an organization-wide transformation: invest in your story. Because change without a story… usually stays just a plan.

Want to get started? Use the Change Accelerator or Minto Pyramid as your structure. And above all: include others, ask questions, and keep telling the story.

Huib Koeleman