Understandably, no one want to be make an effort if they don’t see that it’s clearly worth it. Campaign communications have to make sure they talk about the world that they are helping to bring about. What will tomorrow look like? What’s in there for all of us (not just the group about whom we are talking)? These are questions that need solid answers before people can be asked to walk the change journey.

“Foreshadowing the future” is an essential element of good storytelling, and one on which we will come back in the upcoming course on storytelling.