diagram of the effort-results gap.
why is change hard? change is hard because our brains have to endure the transition from having felt secure in our understanding of something to now needing to process and accept what has changed (e.g. - rebrand, new vision or company direction, new marketing messaging, etc.) the effort-results gap is a tool that helps us better understand how to manage the timeline of change adoption. when major change is first implemented, it's important to acknowledge what's true: it will take time for all of your people (customers, employees, etc.) to accept or to adopt what has changed. we often expect the results of our effort (implemented change) to be linear and immediate, when in reality it takes time. how much time? there's no set answer for that. so, how do we make the timeline shorter? first, commit yourself to your conviction of why the change matters. second, find within yourself the stamina necessary to endure managing the change. third, be resilient to all obstacles that are opposing the change. and lastly: communicate. we must be frequent in our communication and consistent in communicating it clearly every time we speak.