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The method was flawlessly employed by Steve Jobs who announced the MacOS 10, by staging a funeral for Mac OS 9.
Focus on communicating meaning by enabling followers to become emotionally invested in change by being part of the larger narrative.
This communication approach spurs its constituency through imagination towards a common goal.
Framing: Use words that amplify values, stress the vision’s importance and, if necessary, disparage opposition.
Scripting: Assign protagonist and antagonist roles. The word “we” eliminates potential tensions.
Staging: Requires logistics, settings and props that imparts meaning.
Performing: Enact scripted behaviours and relationships.
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