Here's the one question leaders should ask in high-stakes situations
Briefly

Here's the one question leaders should ask in high-stakes situations
"When companies undergo a major change, such as a CEO transition, reorganization, merger, or acquisition, most leaders default to one well-worn instinct: control the message. Lock down talking points. Tighten the language. Make it polished and official. In working with executive teams across industries, from tech to retail, we've seen time and again that simply trying to control the message isn't enough. In fact, it often has the opposite effect, creating more confusion and mistrust than clarity."
"Because in every high-stakes moment, your audience-employees, customers, investors-is asking the same unspoken question: "What's in it for me? " And if you're not answering it, someone else will. Why WIIFM isn't a selfish question For years, the phrase "What's in it for me?" (or WIIFM) has gotten a bad rap. Leaders dismiss it as self-centered or marketing fluff. Not a serious strategy."
Leaders commonly default to controlling the message during major changes, which often increases confusion and mistrust. Audiences—employees, customers, and investors—ask how change affects them personally. WIIFM (What's in it for me?) is a practical lens for translating strategy into timely, tangible impacts rather than a selfish or superficial tactic. Emphasizing personal relevance helps people align with change, advocate for it, and remain engaged to execute it. In mergers, CEO transitions, and restructurings, leaders who apply WIIFM generate momentum while those who skip it risk losing narrative control and talent.
Read at Fast Company
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