Build Understanding

Message Frame

The Message Frame exercise will support teams in framing an overall shared purpose
statement/elevator speech of key words and phrases for the change program. This
statement can then be leveraged and embedded within each future communication to
ensure consistent messaging. Therefore, each key word will anchor all future messages.
Depending on the communication phase (I’m Aware, I Understand, I’m Ready, and We did
it), communications may focus more heavily on specific boxes/anchors. You then add more
information depending on the goal of the message.

When creating your project’s message frame, start with defining what is the imperative or
why is this project taking place. Next, define what the solution is to address the challenge.
You then establish the benefit or value of project. Finally, define the approach or how you
will reach the solution.

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 Build Understanding
Message Frame

Provide a brief description of the project.

Project
Description

What is driving the need for the project? What is the

Imperative opportunity to solve?
(Why?)
__________

What is the change? Who will be impacted by this initiative

Solution and how?
(What?)
__________

What is the business value the project is expected to deliver?

Benefit How will this benefit us and our teams?
(Value?)
__________

What is the projects’ approach and timeline (i.e. how do we

Approach plan to get it done and are there any guiding principles for the
(How?) transition)?

__________