Which approach is recommended to communicate the vision effectively in Kotter's model?

In Kotter's model of change management, effectively communicating the vision is critical to driving acceptance and engagement within an organization. Involving all stakeholders with a variety of communication methods is essential because it ensures that the vision resonates with diverse groups within the organization. Different stakeholders may have varying interests, levels of understanding, and communication preferences. By employing multiple methods—such as meetings, workshops, emails, and visual presentations—the organization can foster a comprehensive understanding of the vision. This inclusive approach not only aids in clarity and retention but also encourages collaboration and buy-in from employees, which is vital for successful change implementation.

By relying solely on a single mode of communication, or limiting the audience to top management, the message might not reach all employees, leading to misunderstandings or resistance. Similarly, sharing the vision only in written form neglects the importance of engaging discussions and interactions that can clarify doubts and build enthusiasm for the change. Therefore, a varied communication strategy that includes participation from all stakeholders is key to ensuring that the vision is effectively conveyed and embraced throughout the organization.