How "framing" a crisis effectively can show the path to change

A critical function of leadership is successfully moving organizations toward change, especially in times of crisis and volatility. But what are the key components of that narrative? How do leaders "frame" what's at stake effectively? How do they explain what is to be gained from the change and even more importantly, explain how to get there?

Nancy F. Koehn, a historian, Harvard Business School leadership coach and author presents some practical and useful approaches in her new book "Forged in Crisis - the Power of Courageous Leadership in Turbulent Times" (John Murray UK 2017.) Professor Koehn tells the story of five historical figures facing terrible crises and how they were able to surmount them. 

One of the most powerful examples of effectively framing what's at stake and showing the path toward change is Abraham Lincoln's Gettysburg Address; 272 words spoken in less than three minutes on the site of one of the Civil War's deadliest battlefields. The full text is here:  http://www.abrahamlincolnonline.org/lincoln/speeches/gettysburg.htm

For today's leaders facing volatility and crisis, Koehn identifies five elements from Lincoln's famous speech they can use to "frame" the stakes, increase understanding, inspire action and finally, show the path to change:

1. Connect the current change efforts to the history and future of the enterprise

2. Locate those efforts in the arc of ongoing events

3. Explain each stakeholder's role in the process

4. Identify the specific trade-offs of making the change

5. Understand the costs in relation to the ultimate goal

"Every modern leader navigating through a crisis can learn from the Gettysburg Address. We are unlikely to approach the eloquence and power of Lincoln's language. But we can take from his leadership the critical importance of framing the stakes of a particular moment." - Nancy F. Koehn, Harvard Business School