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When managing change, it is incumbent for leaders to determine the right frame for the change and articulate the arguments with moral authority within that frame. This is how hearts and minds are won. One must use the full range of communication tools. Facts are used to reinforce the legitimacy of the frame. Emotion is used to reinforce the morality of the frame. Symbols are used to improve the perception and immediate recall of the frame. Communicating change invariably creates opposition to change. People will attempt to reframe the arguments. They will use either values or their position/interest to reframe the argument. At times the values reframing will constitute a personal attack.
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