Imagine you work for a business that is developing an ambitious new strategy.

You have decided that you can offer your service to a wider range of companies if you develop digital ways to deliver it alongside the existing in-person provision. This is exciting news for your organisation. You have been involved in the development of this new approach, as have selected colleagues from around the company. You know that different perspectives have been taken into account and bold decisions have been made.

You can’t wait to share this exciting news. 

In order to focus attention and not water-down the messages, you decide to send out an all-employee email. You give a couple of high-level ‘hooks’ of information. Then you invite everyone to attend a special launch event where the Chief Executive will give more details of how they can contribute to the future and what it will mean for their role.

But when the day of the launch comes, this is what you see:

Or during the pandemic: