In the book, Leading Change, John Kotter identifies “a failure to communicate” as one of the major factors causing low success rates among corporate change initiatives. He estimates that in one month:
- the total amount of communication reaching the average employee is roughly 2.3 million words or numbers
- the typical communication of a change effort is approximately 13,400 words
It follows that the average change communication effort will capture what he calls “information market share” of about .6 percent (13,400 divided by 2.3 million) per month relative to every other company-related piece of content.