<p>In this week’s episode of the <em>SIMPLE brand</em> podcast, I talk with <a href="https://tamsenwebster.com/" rel="noopener noreferrer nofollow">Tamsen Webster</a>.</p><p>Part message designer, part English-to-English translator, part magpie, Tamsen helps leaders craft their case for large-scale change. As a sought-after speaker and consultant, she’s spent more than 25 years developing the field and practice of persuasive message design, with a particular focus on the principles and processes that build buy-in that lasts.</p><p>And Tamsen is the author of the best-selling book - <a href="https://amzn.to/48jJVNs" rel="noopener noreferrer nofollow"><em>Say What They Can't Unhear: The 9 Principles of Lasting Change</em></a>.</p><p><br /></p><p><b>Here’s what we discuss:</b></p><ul><li>Why so many change initiatives fail in the long-term</li><li>The biggest mistakes in change communication</li><li>How to understand what’s important to your people</li><li>How co-creation with others leads to more buy-in</li><li>Dealing with antagonists and indifferent stakeholders in your change approach</li><li>BONUS: Applying change principles as parents</li></ul><p><br /></p><p><b>RESOURCES FROM THIS EPISODE:</b></p><ul><li><a href="https://tamsenwebster.com/" rel="noopener noreferrer nofollow">Tamsen’s website</a></li><li><a href="http://thecompactcase.com/" rel="noopener noreferrer nofollow">Tamsen’s free resource for you - The Compact Case</a></li><li><a href="https://amzn.to/48jJVNs" rel="noopener noreferrer nofollow">Tamsen’s book - <em>Say What They Can't Unhear: The 9 Principles of Lasting Change</em></a> </li><li><a href="https://amzn.to/48iGAOE" rel="noopener noreferrer nofollow">Tamsen’s book - <em>Find Your Red Thread: Make Your Big Ideas Irresistible</em></a> </li><li><a href="https://messagedesigninstitute.com/" rel="noopener noreferrer nofollow">Tamsen’s Message Design Institute</a></li><li><a href="https://mattlyles.com/simple-brand-75-tamsen-webster-find-your-red-thread/" rel="noopener noreferrer nofollow"><em>SIMPLE brand</em> #75: Tamsen Webster – Find Your Red Thread</a></li></ul>