1) Until leaders can explain the change clearly, in a statement lasting less than one minute, they cannot get other people to buy into the change. Longer expectations and justifications will also have to be made, but this one minute statement will be the core of people's undertsanding. 2) If the differences after the change is done cannot be spelled out, you need to tell people how those differences will be identified - by whom, and under what criteria - and when they will be explained. 3) You must also address the transition - the psychological reorientation that people must make for the change to be successful. Even when transitions that come from good changes begin with losses, as the old way is given up by people are used to it.