Clarifying the Message with the 4P’s Framework

Clarifying the Message with the 4P’s Framework

Navigating through the neutral zone of transition (Bridges’ Model) and countering feelings of discouragement is far more manageable when leadership vividly outlines the path ahead. Key questions need addressing: What is our destination? Why are we going there? How will we achieve this? And importantly, what role does each individual play in ensuring success? Here, the Four P’s – Purpose, Picture, Plan, and Part – are crucial.

Trzy etapy tranzycji – Model Bridgesa Źródło: Opracowanie własne na podstawie Modelu Bridgesa

Figure: The Bridges Model

Source: Own elaboration based on the Bridges Model



Why are we embarking on this journey? Why did we have to leave the old ways behind? What is the problem? What are we trying to accomplish with all this?
Identifying the core problem and our objectives is crucial. With a transparent sense of purpose, people are better equipped to handle uncertainty and confusion.



What will the final outcome look like? How will it operate, and what will the experience entail? How is it going to work and what is it going to feel like?
Providing a vivid depiction of the envisioned goal is vital for maintaining momentum. A clear picture serves as a beacon, guiding and reassuring everyone involved. In its absence, it’s time to collaboratively develop this vision.



The destination is not sufficient on its own. It’s essential for everyone to visualize a feasible path to that goal. A detailed, step-by-step plan restores and bolsters confidence, offering not just a glimpse of the destination but also the means to get there.


Do I have a meaningful part to play in the plan?

While confidence is key, initiating action requires assigning specific roles. The depth of commitment to this change relies on personal ownership and active involvement. It’s critical that each person has a significant and defined role in this plan, making the change as much theirs as it is the organization’s.

Communication Checklist

Key questions to consider when planning to communicate the “4P’s” effectively:

1. Drivers of Change

What are the underlying factors necessitating this change? Identify and articulate the specific problems or challenges prompting the transition.

2. Consequences of Inaction

What are the potential implications if the organization fails to adapt? Who has identified these risks? It’s crucial to understand the stakes involved in maintaining the status quo.

3. Transformational Impact

What will the organization become through the change? Envision what the organization will evolve into through this change. Go beyond mere outcomes; focus on how this change will fundamentally transform the organization’s capabilities and identity.

4. Connection to the Past

How does this change build upon or diverge from our historical path? Discuss what aspects of our legacy and values will be preserved or enhanced through this change.

5. Anticipated Secondary Changes

What kinds of secondary change, including side effects are likely to occur?
Acknowledge the potential ripple effects and secondary changes that might emerge. This includes both positive developments and challenges that need addressing.

6. Personal Relevance

Address the individual concerns: “What’s in it for me?” Each person’s engagement hinges on understanding the personal impact and benefits of the change.

7. Support and Assistance

What kind of assistance will be provided to affected individuals and groups?

Outline the specific support and resources that will be available to individuals and groups affected by the change. This includes training, counseling, or other forms of assistance to facilitate a smooth transition.

Example od 4 Ps message


Our company is transitioning from traditional retail to e-commerce. The purpose? To adapt to changing consumer behaviours and technological advancements. We’re moving away from old methods to stay competitive and innovative. Our goal is to establish a robust online presence, offering convenience and a wider range of products to our customers.


Imagine our company as a leading online retailer, offering a seamless shopping experience. Customers will have access to a broader product range, user-friendly website interfaces, and efficient delivery systems. This vision is what we’re striving towards – a transformation that revolutionizes how we operate and serve our customers.


Our plan involves a phased approach. Phase one includes developing our e-commerce platform, followed by training staff in digital operations. Phase two involves transferring inventory online and starting a marketing campaign. By breaking down the process, we provide a clear, achievable roadmap towards our e-commerce transition.


Each team member plays a crucial role. Marketing will handle online presence, sales will manage customer relations online, and IT will support the technical infrastructure. By assigning specific roles, everyone becomes a vital part of this change, contributing to our collective success in this new digital venture.

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