Communication in change management: how to improve it, and what to keep in mind?

Research shows half of the company’s change initiatives fail, and only 34% achieve the intended result. (Gartner, 2020)

Where does resistance to change come from? Often workplace changes are perceived as “imposed” and unnecessary. No one likes imposed changes or changes that we don’t understand.

Therefore, daily communication is an essential part of change management.

Informing employees about the change and its purpose streamlines the process. Without communication and transparency, resistance will always be extremely high. If resistance exists, the change initiative will fail.

Przemysław Pruszyński

COO, Paged sp. z o.o.

During the process of a digitization project, a large corporation neglected to communicate the need for a change. So, their employees rejected the change, not understanding its purpose.

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Although IT carried out the changes in accordance with the art, the overall vision became displaced and rejected.

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In another example, a large construction company, with which we have had the pleasure of working on a long-term basis, highly values communication.

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Every detail is taken into account when communicating with their system’s business users, including the application form’s layout, the button’s colors and arrangements, and the button’s labels.

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Ultimately, everything is well thought out, and the client’s project team knows how to work the interface between business and IT.

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The client’s project team understands, in addition to the technology’s implementation, the extreme importance of ensuring everyone’s comfort and understanding via intuitive functionalities.

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The project also involves a person from the client’s internal communications team, who keeps employees informed about changes. The effect exceeded expectations. “The changes are going very smoothly, and are well received by the employees – Jacek Drozdz, business partner at GoNextStage.

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Communication in change management:
1 of 7 success factors

Dr. Peter Kaczmarek-Kurczak of Kozminski University lists communication as 1 of 7 factors responsible for the success of change. These 7 factors are:

  • communication regarding the change,
  • rationale for the transformation,
  • sense of justice,
  • sense of participation,
  • level of prevalence of cynicism in the organization,
  • feelings toward change,
  • behavioral support for change.

In this article, I focus on the first factor: communication.

How is change communicated? At what stages? To whom are the messages directed, and who directs them?

Communication planning before, during and after change implementation

A communication plan often considers only the implementation stage of change itself. It does not take into account the two key stages: before and after implementation.

 

Communication regarding future changes should start as early as possible. It is good practice to start communicating plans for the changes to employees even before the project starts.

Jacek Drozda

Business Partner, GoNextStage

People like to feel comfortable and understand what changes will be made, why those changes are needed, and how they will be implemented. This requires systematic and repeated updates throughout the project.

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Therefore, the earlier a business communicates changes with their employees, the greater their chances of success. Importantly, companies must share these communications with all employees.

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Insufficient communication is a major problem when it comes to guiding employees through institutional change. That is why successful organizations practice transparency and provide information before, during, and after the change process, achieving greater results – adds Jacek Drozdz.

Communication must be continuous:

  • at the beginning of the implementation of the changes,
  • during the course of the changes,
  • and after they are completed.

In fact, a plan should be developed that includes different forms of communication taking place at different times – says Karin Naslund, Naslund Consulting Group Inc.

Match communication to the stage your employees are at 

Psychiatrist Elisabeth Kübler-Ross created a change curve that takes into account the different stages of grief.

Wait a minute, what does this have to do with change management?

It turns out quite a lot. Employees undergo stages of grief when implementing major changes in a company much like family and friends experience when losing a loved one.

This is both good and bad news.

Here’s the bad news. Even well-thought-out changes that will benefit everyone may still be met with initial resistance.

Here’s the good news. With this knowledge, we can better prepare ourselves and tailor communication to the stages that employees will go through in the change process.

So, it is worth getting acquainted with the “enemy” first and learning about these stages.

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Stage 1: Denial

In the beginning, employees may experience shock and denial. The reflex reaction to a sizable change is: “no!”.

“Why do we need this change? We don’t need it, and we don’t want it.”

Unless a plan for implementing change is presented, employees will quickly return to the status quo. For example, despite the arrangement that all communication are now conducted on Asana, employees may exchange messages and send files with company data via WhatsApp. since it is more convenient and they don’t see a problem. Ultimately, they ignore the change in communication protocols.

At this stage, here’s what to communicate:

Employees want to understand what’s going on.

They need the following information about the changes:

  • Why are we making the change?
  • What does it imply?
  • What does it mean for them?
  • What is the plan for its introduction and the time frame?

In short, give the facts and specifics.

Stage 2: Anger

Once people have recovered from the shock, it’s time for REACTION. This often means anger, usually resulting from fear of the introduced change.

As the status quo is shaken, rebellion ensues.

For example, employees may openly criticize the change, saying among themselves “They always come up with something, and they only do it to make our lives more difficult.”

At this stage, here’s what to communicate:

Directly address the valid concerns employees will experience in a polite and affirming manner. To prepare for this, write down all the objections employees may have during the implementation of the change, and then find answers to them, including counterarguments.

At this state, remind employees what they will gain from the changes, not only of what is required of them.

For example, emphasize how much easier it will be for employees to find all their project materials in one place, now that all project communications will happen on Asana. Doing so saves employees an average of 1.5 hours per week.

Establishing an open dialogue to address employees’ doubts encourages greater goodwill for the initiative and eradicates some of their concerns.

Stage 3: Depression

A decline in morale and excitement is another transitional stage. This slump doesn’t have to last long, but it’s worth remembering that it’s a normal process.

The bigger the change and the more it affects the person, the harder he or she may react to the change process. Employees may say, “It’s all pointless. I don’t want to work in such conditions. I have no desire to work at all.”

At this stage, here’s what to communicate:

Continue to emphasize the advantages of the change. Additionally, praise employees for small progress and outline a vision for the company’s better future.

Stage 4: Experimentation

Employees slowly come to terms with change. They know they have to adjust to the new situation. They will now try to negotiate terms and minimize the extent of the change.

They will also slowly begin to try to find their way around the new reality and introduce new procedures and/or tools.

For example, employees may say, “We will use Asana, but what if it’s an emergency, and I’m off the computer? It’s easier for me to send an attachment quickly on WhatsApp or another messenger.”

On the other hand, they have become more familiar with the program, so they may inquire about how to use it and what functionalities it has.

At this stage, here’s what to communicate:

To ensure proper implementation, provide additional training or materials that make each employee’s responsibilities clear. Employees need clear directions to find their way in this new reality on a daily basis.

Stage 5: Integration

Employees have come to terms with the change. The new rules and work tools are starting to manifest in their daily work habits. Employees may also see (depending on the change) the advantages, e.g. “In the new program everything is in one place, and I don’t waste time looking for files in different emails and messengers.” Their productivity increases.

However, don’t rest on your laurels.

At this stage, here’s what to communicate:

Employees need to receive a clear message that everything they experienced had a clear purpose. Communications should now highlight successes and achievements and show how far everyone has come.

A few years ago, we created an animation series for Millennium Bank that highlights the stages of grief employees experience during the change process. The series focuses on customer service standards and the personal account sales model.

  • The first animation acted as a trailer, providing a preview of the changes.
  • The second reminded employees why customer service standards are important.
  • The third showed what the new standards might look like in practice and what to keep in mind.
  • The fourth demonstrated the advantages of a mobile app and how to convince customers to use it.
  • The fifth suggested training plans and opportunities the bank may offer employees.

More information about the animation series for Millennium Bank you can find in this case study.

men and women standing to poland map, facebook likes, project implementation example

Match communication with a change management model

Numerous change management models exist. One of them, for example, is known as ADKAR and recommended by Usama Afifi, managing partner at DEC.

ADKAR provides an example of what thoughtful communication looks like. It overlaps largely with the stages of the Kübler curve.

ADKAR is an acronym for:

  • Awareness
  • Desire
  • Knowledge
  • Ability
  • Reinforcement

The sections below detail what each of these terms mean to change management.

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Awareness

Some may not see the problem or the need for change. Therefore, we must inform and convince them why the changes are necessary.

For example, we might say, “Currently, our old program works too slowly and inaccurately, causing everyone to waste time and make a lot of mistakes.”

We argument wht the change is needed. We present facts and state the problem. We show consequences by explaining what will happen if we don’t implement the change.

Additionally, we show what will happen when we implement the change, which further emphasizes the advantages.

Usamah Afifi

Managing Partner, DEC

Desire

Once everyone knows WHAT we are changing and WHY, it is time to make them WANT to participate in the change. At this stage, we present the benefits.

For example, we might say, “The new program will make your work faster and easier, so you will have more time for another task and the overall number of errors will decrease.”

Knowledge

We know what changes will be made and why they are important. Now, it is time to outline the plan of action, demonstrating HOW the changes will be implemented. The plan of action must be precise. Ultimately, the change process can fail if this element is missing.

For example, we might say, “This week you will receive instructions in the mail on how to log into the program. On Monday at 10 o’clock, we will hold a training session and answer questions. On Tuesday….”

Ability

Once changes are made, employees need patience and support. They may still make mistakes and ask questions. Praise them for their progress, share your knowledge and ask if everything is clear.

For example, we might say to employees, “You are using this function of the program well. You can see the progress, but now we can improve…”.

Reinforcement

After a time, employees may want to return to old habits. Therefore, at this stage, we reinforce our message. We continue to monitor the situation, praise for progress, and remind them why we made the change.

For example, we might say, “Thanks to the changes we made, the number of errors dropped by 20%! Keep it up.”

The message should go through all levels of the company, starting at the top

Develop a cascading messaging strategy that starts with the CEO or Senior Vice President, and then encourage directors and managers to discuss the change in more detail with their teams.

We usually have trouble convincing senior management, i.e., CEOs, who think introducing communication elements about the change in a project is such “bla bla.” I’m literally quoting a German vice chairman who told my consultant that what we are doing “is such hocus-pocus bla bla.”

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In this particular case, I had to intervene and say what will happen if we don’t do it. That is, the mere implementation of the project in a mechanical way will result in such resistance that employees will likely need to be threatened with termination.

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After all, a fish rots from the head.

Therefore, it is necessary to convince senior staff that communication is key. Otherwise, employees won’t follow it – says Usamah Afifi.

The message must be consistent for everyone

Sometimes communicating about the changes being implemented is like playing the children’s game called telephone. While the second person is still able to fairly accurately repeat the sentence conveyed from the first person, a completely different message reaches the 10th person.

The same is true in companies, especially larger ones. The more levels in a company, the greater the chance of the message being twisted.

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Therefore, communication should be consistent and very clearly specified. Communication is best when clearly presented. Visuals, such as infographics or animations, play a big role.

In the organizations where I work, when someone asks what I would change, I have been saying the same thing for 10 years: communication.

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Improvements in communication become especially important when you work in middle-management to ensure you convey information properly from the top to the bottom of the organization. A lack in consistent communication causes significant confusion, gossip, and informational chaos.

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If they get to this communication, for example, trade unions, which have their own message, then the lack of thoughtful communication and designated communication channels is a contributor to the failure of many, many projects – says Przemyslaw Pruszynski.

Emphasize key points directly, making sure everyone understands

When people watch a popular commercial for the hundredth time, they no longer want to hear the same tired slogans, but they are catchy and effective because they are repeated so often.

The same is true of institutional communications about change. By repeating the purpose and advantages of the change, we make sure this message reaches everyone, and we increase the chances of the transformation succeeding.

Repeating messages is key. However, it is also worth making sure everyone has heard them and understood them well.

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I used to think everything was obvious because people hear what I say to them. After years of working, I’ve realized different people understand my words differently. That’s why it’s a good idea to ask people to confirm and repeat what they understood, then we know when communication is consistent.

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So, we ask, we talk, and then we ask again. The following questions help clarify whether an employee understands: “What do you think about this? How do you understand it? Would you repeat what the point is?” – says Przemysław Pruszyński.

Involve employees throughout the entire change process

74% of leaders say they involve employees in the change implementation strategy. Meanwhile, only 42% of employees feel they are truly included in the process. (“Changing Change Management. An open-source approach,” Gartner 2019) Actively involving employees in change implementation planning increases the chance of success by as much as 12%. (Gartner, 2020)

Communication is about allowing employees to implement their ideas and experiment within the boundaries set by the company.

True communication is a conversation. As a rule, it implies a two-way discussion, not a monologue.

Leaders should decide “what” we change while involving employees in “how” we make those changes. People resist change when it is imposed on them. When they are part of it, they see what the impact is and how they can influence it.

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One of the first things leaders should do is identify key stakeholders, both individuals and groups, and determine ways to engage them early and often – says Edith Onderick-Harvey, NextBridge Consulting.

When you involve someone in the change process, that person then feels that it’s their ‘baby’ too.” Additionally, it’s hard for employees to complain that something is wrong with the new procedures since they themselves took part in their introduction – says Jacek Drozdz.

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The message must be tailored to the audience

Especially in large organizations, but also in smaller ones, too. Different groups are reached by different messages. That’s why the message must be consistent. We need to know what we are communicating whether in an email or a factory newsletter or at a meeting.

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Secondly, communication must be tailored to different audiences. For example, in my experience in production teams and in factories, 90% of the team is shop floor workers. Employees need very short and to-the-point messages, and it’s good when they are visual – says Przemyslaw Pruszynski.

For the manager, it is important that the company will suffer fewer losses and accidents on the shop floor thanks to the new procedures.

For the shop floor worker, it will be important that the new procedures will provide him or her with greater safety while making his or her job easier.

For the office worker, it will be important that the new procedures will require a change in the way some documents are filled out, but this will not affect his working hours.

So, the main message is the same for everyone: we are introducing new safety procedures in the hall starting next month. However, the way they are communicated may differ slightly. The channels for communicating the information will also be different.

Communication should take place across multiple channels

Managing change well means making the most of a company’s communication potential. McKinsey conducted a survey in 2021 of companies’ employees (of different sizes of companies, in different industries, in different positions) who went through a change process in their workplace in the last 5 years. It turns out that the success of the change is strongly correlated with the number of actions taken by the company.

Don’t rely on 1-2 channels to communicate the change. Try to use all available ones.

Using a variety of channels, increases the reach of information. Better reach leads to a better understanding of the changes.

So, what are these communication channels?

Meetings and presentations – provide opportunities for interaction, are more personal, and shorten the distance. They provide an opportunity to ask questions and therefore address employees’ concerns. However, it is easy to misrepresent messages (game of telephone), and some information given orally can be misunderstood or quickly forgotten.

  • Emails, newsletters – everything is written out in black and white; the message reaches a wider audience. However, many people read emails superficially, so details are lost.
  • Blog articles – you can clearly convey more information, and go into detail. However, not everyone reads them, so the information will not reach all employees.
  • Dedicated channels (Slack) about the changes being made -. you can regularly publish useful and up-to-date material on the changes being made. Questions can be answered in real-time.
  • Intranet – provides notifications about the latest materials, including opportunities to discuss topics and ask questions. The company, depending on internal settings and arrangements, has many options for reaching employees. The downside is not everyone appreciates this form of communication and not everyone uses the intranet.
  • Screen savers – are especially useful when you want to motivate employees or remind them of the advantages of the changes. This approach mostly applies to the introduction stages.
  • Newsletters – like articles, they help you get into the details of the changes being made, and also sometimes present them visually (e.g., with infographics). Not everyone reads them, but they allow you to reach those who don’t work at a computer and/or don’t read blog articles.
  • Posters – like newspapers, they help reach those who don’t work in front of a computer every day. They are a visual reminder that summarizes information about the changes. This approach mostly applies to the stages of change that happen during and after the implemented changes, not at the beginning.
  • Bulletin boards – like posters and newspapers, they provide an opportunity to reach those working in an area without computer stations. Additionally, you can reach those employees who do not read newspapers.

Ultimately, we increase the chance that the message will reach everyone in the company.

Several years ago, Orange (or more precisely the company’s Customer Experience team) created and implemented continuous improvement methodologies inspired by approaches such as Lean Six Sigma and Kaizen. They wanted to tell employees about the program but knew it was too broad of a topic for mailing.

The company decided to create a clear and interesting animation.

The animation we prepared for the company acted as a downloadable guide employees could look at if they forgot how to use any of the methods.

We write more about this in this case study.

arrows showing progress, man thinking new ideas, documents with data

Screenshot from the animation for Orange

Emphasize the benefits for employees

Don’t forcefully frost the cake. If a lot changes are coming, then admit it. Don’t say, “you will only feel it slightly.” The lie will quickly come out in the wash.

Instead, say that not all changes may go smoothly, and it will take some work. Meanwhile, explain the benefits of the changes and what employees can expect.

Those who have brought change to a company have probably heard that you need to show employees “the big picture”. 

Yes, the big picture is needed, but on a daily basis, employees are interested in current problems, not future problems. Therefore, the change being introduced needs to be linked to the difficulties that employees are currently having.

Jacek Bartczak

Sales Consulting Expert, Casbeg

The old marketing credo is: What’s in it for me?

Therefore, point out what employees will gain from the changes. Initially, they may not see all the advantages themselves. That’s your role.

For example, when implementing an ERP system, it is worth saying: “Currently, it takes us several hours to count production. ERP will allow us to do it in tens of minutes.”

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Likewise, it could be noted that “Currently, every change in the warehouse has to be written down manually, which takes time and creates a greater risk for mistakes. Once the ERP system is implemented, most of the changes will be made automatically. There will be no need to spend time fixing mistakes because there will be fewer mistakes.

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When possible, it’s a good idea to let employees experience a “sample of the change.”

People are afraid of the unknown. Once the invoice is test-entered into the system, ERP will be less scary, because it will be “less unknown” – says Jacek Bartczak.

 

Many people see change as an opportunity for themselves. For example, if one implements a CRM solution In an electronic company I worked for, sales efficiency increased, and the results became better – says Usamah Afifi.

Take care of interesting and diverse materials

Communication shouldn’t be done with text alone. Make sure you have the right visuals. This will make it easier for employees to understand and remember key points. It will also serve as a download for them to return to in order to recall selected information.

In addition to the text itself, materials can be presented and supplemented with:

  • infographics,
  • illustrations,
  • cartoons,
  • video footage,
  • animations,
  • audio recordings,
  • DGR,
  • icons,
  • tables and charts.

We prepared a visual representation of the process in the form of animation for Santander Bank Poland. The company’s Service Design team created Compass, which is an internal process standard for developing services and products. Thanks to it, the bank’s employees implement business ventures without relearning how to accomplish this each time.

In fact, they have a manual that guides them through the client-centric process step-by-step.

We write more about our cooperation in this case study.

kolorowa mapa, cel klient

Screenshot from the animation for Santander

Summary

Communication in change management is important. To be effective plan it wisely. Take into account the stages of change, and the stages of grief that employees will go through during its implementation.

And if you need help in creating engaging and effective visual materials, we can help you with that. 

Sales enablement: what it is, why implement it and how to do it

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About the author

Oscar Krysik

With over 10 years of experience working with renowned brands such as Lipton, Listerine, and Ben & Jerry’s, I have developed comprehensive communication plans, executed brand launches, and devised effective brand strategies. I am committed to understanding key messages and ensuring they reach the right audience. My experience also includes brand creation, exemplified by the launch of Benji’s Planet, a premium dog food brand. As a brand and marketing consultant, I help businesses craft their brand identity and communicate their value propositions effectively. I regularly update my skills with new certifications and stay abreast of marketing trends to ensure my strategies are cutting-edge. Outside of work, I am passionate about design, graphic arts, and enjoy bouldering in my free time. Contact me for expert brand and marketing consultation.

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Introduction In the fast-paced world of business, catching the eye and keeping it is not easy. That's where animated visuals step in, enabling effective communication. Picture this: a world where your message isn't just heard. But seen, felt, and remembered. Animated...

Animation in Social Media Marketing

In today’s digital world, video content dominates online platforms. As people swipe, scroll, and tap through endless content, the need for creating stand-out material has never been more critical. Social media is an ideal space for businesses to connect with their...

Animating Success: Revolutionizing B2B Marketing with the Power of Animation

Animation in B2B – a powerful tool for success. Discover it now!

How we helped SkuteczneRaporty.pl win new clients.

Company representative involved in the project: Academy founder Bartosz Czapiewski. Advisor, trainer and speaker specialising in the field of analysis and reporting. On top of EffectiveReports, Bartosz also runs the blogs SkuteczneRaporty.pl and ExcelBI.pl. Challenge:...

How we helped Bahlsen to educate its employees more effectively?

About the client: Bahlsen is one of the largest biscuit manufacturers in Europe, known in Poland because of brands such as LEIBNIZ, Krakuski and HIT. Size of the organisation: World - 2600 employees Company departments involved in the project: Communications...

How our materials helped Biocodex employees get the most out of their workshop?

About the client: Biocodex is a French pharmaceutical company that develops, manufactures, and distributes world-class pharmaceutical products and health solutions to patients in more than 120 countries. Biocodex subsidiaries are spread all over the world. One of them...

How we helped VIDA demonstrate the competitive advantage of their offering?

About the client: VIDA provides cyber security solutions powered by artificial intelligence. Size of the organisation: More than 20 employees. Company departments involved in the project: Marketing Department, Technical Department, Sales DepartmentChallenge: Many...

How we helped SHARP inform the market about its new air purifier

About the client: SHARP is a global consumer electronics manufacturer originating from Japan. Size of the organisation:  Poland - 500+ employees World - 48,000+ employees Company departments involved in the project: End client: Sharp Consumer Electronics Marketing...

The Manifest Names ExplainVisually as one of the Most Reviewed Video Production Agencies in New York

The ExplainVisually team is delighted to announce that we’ve been recently recognized by The Manifest as one of the most-reviewed video production agencies in New York. We are proud to be part of this list and excited to finally unveil this with all of you. This...

Animation that helped Flobotics get prospective clients to interact with their website

About the company: Flobotics is an RPA (Robotics Process Automation) development consulting company that automates dual and repetitive business processes for companies worldwide, focusing especially on healthcare and finance industry. Company size:11-50 employees...

Visual thinking in business – what it is, how it works and how it can help

What is visual thinking? Imagine this situation... You get up in the morning. You reach for your cell phone and there is a black and white screen and a wall of text. You walk over to your desk and check your planner. A wall of text again! Even the division into days...

Hybrid animation – what it is, advantages, examples

Hybrid animation is, in simple terms, the integration of 2D and 3D animation. This combination of different techniques allows you to take advantage of the benefits of each technique, and thus create a better animation.An example of hybrid animation is combining 2D and...

Need help naming a product? Here’s how to find the best name for all your products

What’s in a name? Everything! Whether it’s the product or brand name, getting the perfect name is a critical aspect of product success. And we have a long list of terrible names to prove it.  Nintendo Wii U Drysack Wine  Nokia Lumia (Lumia means ‘prostitute’ in...

How we helped European Rover Challenge make an animation to attract sponsors

About the Client: European Rover Challenge (ERC) is the largest robotics and space event in Europe, organized since 2014. The multi-day event attracts students from universities, professionals working in the space sector and space enthusiasts from around the world...

How to write a script for an animation? 16 practical tips

Explaining how to write an animation script can take up a whole book! But if you are here, it means that you do not have time to go so deep into the topic. Therefore, in this text, I have compiled 16 practical tips on how to write an effective animation script. All...

Animation for Winaico that helped save salespeople time

About the company: Winaico is a German photovoltaic module manufacturer, that has been in existence since 2008. The company operates in Europe, USA, Japan and Australia. Company size: up to 100 people Company departments involved in the project: Country Manager...

How did we help Santander educate employees about the new way of designing the product?

About the company Santander Bank - the largest bank in the Eurozone Company size: Poland (11,000 employees), worldwide (190,000 employees) Company departments and people involved in the project: Service Design & Design Research Department: Head of Service Design,...

Animated video: 6 application examples

Animated video can serve various purposes. For example, it can advertise a new product of a company, help it enter the market, explain regulations to potential customers, or explain socially important issues to an illiterate population. This type of video is becoming...

Promotional Video Production: How to prepare to work with a studio to make your film a success

The stakes are high because the video will be shown at a trade show, a company event or during a video campaign. If the project doesn't make it to the clients, the money will go down the drain and the person responsible for the production may end up without a job!...

6 animation trends that will capture the market in 2022

When we compare animations from a dozen or so years ago with those created today, you can see the difference in the degree of advancement, and also in the style and graphics. This is largely a matter of fashion. Below I will list a few trends that I think will conquer...

How to choose an animation studio? 9 tips

Wybór studia animacji może przesądzić o sukcesie końcowego video. I choć tekst na ten temat pisany przez studio animacji z pewnością nie jest w pełni obiektywny, przykłady własne służą tylko zilustrowaniu poszczególnych kwestii. Niezależnie od tego, na jakie studio...

Brand videos: how they differ from other videos and how to make them… with examples

Perhaps you are wondering how to reach your customers effectively? How to make them see your brand's potential and answer their needs? A brand video may help. It is a video or animation that will:   Build brand awareness Include your logo and other distinctive...

16 interesting animations from 16 countries

The following list of animations from 16 countries worldwide is highly subjective. Each is interesting and unique for different reasons, which we write about in the text.England An animation released in 2018 by the British cookie company McVitie. The campaign...

Promotional videos for businesses – 6 types you need to know

Promotional videos are usually short advertising videos. They are designed to convince customers to buy a particular product or use a company's service. There are many types of promotional videos, but we present six of the most popular. Each can be filmed using either...

Animated ads – types, examples, prices

Animated ads are one of the most popular forms of video marketing. They are usually much cheaper to produce than a traditional film shot on camera. They also allow for greater creative freedom. Below we discuss the types of animated ads along with examples and prices...

Corporate video production – 7 sins not to commit if you want a boring video

Producing corporate videos often comes with high hopes. The company hopes to enhance its image, build trust among customers and excitement among employees. Unfortunately, the truth is that most corporate films are... boring. Why is this the case? And what can you do...

Visual Thinking in Business: 6 levels you can implement in your company [+Examples]

Myślenie wizualne to - w dużym skrócie - używanie wizualizacji, żeby ułatwić dostrzeżenie, zrozumienie i zapamiętanie informacji. Jego przejawy obserwujemy, gdy widzimy na trasie znaki drogowe, oglądamy infografiki czy projektujemy nowe produkty na warsztatach Design...

Podcast Visual Communication For Storytelling featuring Maciej Budkowski

Maciej Budkowski, Managing Directorof our company, got invited to The Business Storyteller Podcast by Piktochart. As we can read on their website: "this is a series of conversations with inspiring leaders and entrepreneurs to share their knowledge and experience in...

Visual thinking in business – what it is, how it works and how it can help

What is visual thinking? Imagine this situation... You get up in the morning. You reach for your cell phone and there is a black and white screen and a wall of text. You walk over to your desk and check your planner. A wall of text again! Even the division into days...

Corporate videos – 9 examples to help you create the best video for your company

You want to create a corporate video. You probably have a lot of questions. What to pay attention to? What is involved in the production of a video? How much do corporate films cost? If you type in "corporate films" in Google  over two million results come up. You...

Pictures vs. illustrations vs. instructional video – when to use what to make our instruction effective

Imagine you are sitting comfortably on a plane, reading a book. Suddenly you feel turbulence that is much stronger than usual. You start to get anxious, especially since you see people around you panicking. Then you hear the captain's voice from the speakers: "Please...

Customer Segmentation: The Cornerstone of SaaS Pricing

Most personas are eye-rollingly useless. Product Managers usually create these personas to satisfy Agile’s user story framework, adding nothing (or even causing harm) to the process of creating breakthrough products and offers. The managers who create these useless...

How to get people to follow the recommendations of the Ministry of Health, doctors and pharmacists? [Visual Thinking in Medicine]

You have a fever, you feel weak, and your cough is getting worse. Normally this wouldn't concern you, but there is a coronavirus raging in the world so you have doubts. Just in case, you call the hotline. The lady on the other end of the phone patiently explains what...

Sales enablement: what it is, why implement it and how to do it

Sales enablement is primarily about making salespeople's work easier and faster for them to achieve sales targets. How does it work in practice? It is a bit like the organization of a football club. Let's look at Robert Lewandowski. Before the Bayern star steps out...

How did we help 3S Group generate leads using animation?

About the company: 3S Group - Polish provider of telecommunication services, data center and ICT solutions, and part of PLAY operator since 2019.     3S Group supports the realization of its clients' business visions by designing and implementing ICT solutions....

How we helped Israeli startup to win a 1,000,000$

About the company: Seegnature (now Reach): Israeli startup that creates an application for remote discussion and signing of contracts. Department: Company Founders. Problem: Seegnature entered the competition for the best insurance startup in Israel. The company...

How did Michelin sell tires in a country with no cars? Three examples of big brand content marketing that shows the power of good content

Before 1900, there were only 3,000 cars in France. At that time, brothers André and Édouard Michelin decided to start a company that sold tires.[1] Sound like a recipe for failure? Probably many people thought so, as how do you sell tires to people who don't need...

6 things without which your sales support and sales materials will be ineffective

You know the scenario? The conversation is going well, and the customer is interested. Finally, the potential customer says to the salesperson: "Then please send an offer. I'm having a meeting with my boss/team/partner and I'll let you know what the response is." The...

Content marketing that supports sales – what is a content funnel and how to use it

After publishing an article about content marketing of three global giants: Michelin, Pirelli and Guinness, our subscribers were strongly surprised as not many knew the stories.   The artice has not yet been translated to English, but in a shortcut: - When...

How to maximize ROI of your explainer video (22 non-bullshit practical tips)

These are the insights we got after producing hundreds of explainer videos.  Before you start 1) Check if the ROI numbers add up. Sometimes they don’t.   The easiest formula to calculate ROI is: Predicted Reach (i.e. 10 000 people) x Avg. deal size (i.e. 100$) x...

Animation versus illustration: which is more effective [based on research]

Walt Disney said: "Animation can represent anything the human mind can imagine. This ability makes it the most versatile and direct form of communication. At the same time, it is created to be appreciated by mass audiences."[1] Although this quote comes from one of...

Whiteboard animation: Best Business Cases

Whiteboard animation videos are special animated films, which educate customers about a company, a brand or its products. They have been used by marketing, sales and HR departments of the biggest companies for 10 years, but only just starting to gain popularity in...

13 ideas for using animation in business – practical videomarketing

Well-crafted animation can help in many elements of business. Most often, it supports companies in acquiring leads, training employees, presenting a product or service to customers, implementing procedures, or increasing conversions. Since you've already invested in...

How to sell when your product is not much different from the competition?

"If there is no difference, there is only indifference" said Louis Nizer Customers may think the same when your products are not much different from the competition. Of course you can lower the price but this may start a price war. Thousands of companies have faced a...

Vegan food market in Poland

Imagine that you go to Facebook and there are pictures of sausages, kabanos to be exact, everywhere. They are posted by your friends, the fan pages you like, and strangers on groups you belong to. Sounds like science fiction? Meanwhile, it is reality as kabanos are...

Veganism, vegetarianism and marketing: how to advertise and sell vegan products?

Veganism is on the rise. There is no question about it. To give you just a few recent examples... New vegan product a sales hit The first example is the British bakery chain Gregg. I first heard of its existence when it released vegan sausage rolls and I read about it...

How our animation helped the „Wiecej niż LEK” website earn their first 100 000 EUR

About the project:  “Więcej niż LEK” is a Medical Information Portal which is used to run high quality e-learning courses for students and graduates of medical colleges, which prepare them for, among other things, for the Final Medical Examination and the Final...

How to calculate if the explainer video will pay off?

As we wrote earlier in the text about explainer video, the production of such an animation usually costs from 2 000 to 7 000 EUR. How to calculate whether this expense will pay off? And how to estimate the explainer video's possible results?   In this text, we...

7 examples of explainer video, which provided companies with leads and increased sales

Rypple, which provides cloud services, wanted to show that its solution increases the efficiency of managers and employees. The B2B business was showing more and more interest in modern ways of storing data, but the competition was not idle and more and more similar...

Product videos—types, prices, advantages and disadvantages (classic film, whiteboard animation, vector animation, and 3D animation)

Product videos are becoming more and more popular because they help to tell about the product in a few minutes. Thanks to them, the customer does not have to read a wall of text on the website or in the brochure. Sellers also feel relieved because they don't have to...

11 tips and tricks that will make it easier for you to make an explainer video

You want to commission a explainer video production. It is an important project because you need to talk about a strategic initiative, generate more leads, or implement a new procedure. You gave the company a general idea and...wait until they hit your vision? This is...

Our Team

Claudia Together with the late Michael (my fiancé at the time), I am a co-founder of ExplainVisually. At the beginning of the company's existence, I was a creative 3-in-1: I wrote scripts, storyboards, and drew films. This was the case with the first 84 films, but in...

The cooperation between TESCO and ExplainVisually has been extended to the Czech Republic and Slovakia

The shelves of supermarkets bend under the food. But what happens to food that is not bought? The last project in cooperation with TESCO brought us the answer to this question. We got a call from Gosia Tokarz, who asked us if we can prepare 7 by 2 meters infographics...

How did Millenium Bank educate its employees on standards of customer service? [Case Study]

About the company: Millenium Bank – one of the main banks in Poland, part of Banco Commercial Portuges. Department: Department of Quality–responsible for providing equal and high level of customer and sales service in the bank’s facilities.   Problem: Keeping the...

4 unobvious reasons that make your offer land in the basket

Thank you for the offer, we have decided to cooperate with another supplier;At this point we have suspended the project, we will contact you when we get back to it;Unfortunately, we are not interested. Every salesperson has heard these answers. Often, the reason for...

Our video telling a story about the most creative Polish School

Among dozens of projects that we have carried out this year, the film for the Kornel Makuszyński Elementary School in Radowo Małe is one of our favourites. And not only our favourite: the video scored over 1300 shares on Facebook. Why this project is so important to...

How did Orange tell their employees about the Continuous Improvement? [Case Study]

About the company: Orange – the biggest telecommunication operator in Poland and one of the main companies in the world, made it to the Fortune Global 500 list. Department: Customer Experience, trying to design the ideal customer experience and supporting the...

What is Graphic Recording (and Graphic Facilitation)?

When the lecturer starts his speech on the stage, the atmosphere of concentration fills the lecture hall. It is his name that brought the crowd to this conference. The slides complete his words, and hundreds of people are focused on him and try to remember as much as...

What is whiteboard animation (and how your business can benefit from it)?

Whiteboard animation is becoming more and more popular in business because of the clear and transparent way it provides information. Research shows that it has an advantage over text messages, and often also over static images and ordinary films. That is why it is...

What is explainer video (and how your business can benefit from it)?

  Explainer videos are short movies which explain complicated issues in an easy way. Typically they deliver information about companies, products and services. Today, explainer videos are used by thousands of companies around the world, including the largest...

The curse of knowledge: How it affects managers & marketers

Klątwa wiedzy jest efektem psychologicznym, który w ogromnym stopniu wpływa na naszą pracę oraz życie osobiste. W wielu wypadkach niestety negatywnie. Szczególnie narażone na jego skutki są osoby odpowiedzialne za komunikację w firmie – managerowanie, marketerzy,...

Goodbye to the best boss I’ve ever had

“I heard that you quit your job,” the words echoed in my ears. It was a call from Michał. How on earth did he already know?, I thought. It must have been our Lebanese friend who told him. He was the only person who knew. “Yes, that’s true. The message was being...

Klaudia Tolman of ExplainVisually in the jury of 50 Top Creative list

Klaudia Tolman, our Creative Director, is going to be one of the jurors in the 9th edition of the ranking of 50 Top Creative in Business. The ranking aims to honour companies and people: put their money on innovations and out-of-the-box solutions in their businesses,...

We got the results of the first nationwide research on Visual Thinking

Last year we co-created the very first nationwide research on Visual Thinking. Why did we decide to take part in reliable research on the effectiveness of visual thinking? For years now we have been hearing from our clients, that what we do, works. But it’s one thing...

Maciej Budkowski and Klaudia Tolman to host an “Expert” cycle meeting for Brief.pl

For the last 5 years, we have been building and developing our know-how. During that time we’ve carried out over 200 projects in 19 languages for dozens of corporations, startups and GOs. But never before have we publicly spoken about our agency experiences. This time...

Maciej Budkowski and Klaudia Tolman in the #agencja podcast

Just released, there’s an #agencja podcast featuring our managing team, Klaudia and Maciek. In the podcast we’re telling about our daily work. Link to the podcast –...

ExplainVisually’s film about European Funds submitted to Camerimage

In 2015 we made a film with the Mazovian Unit of EU Programmes Implementation in Warsaw. Its aim was to tell in a simple way how to gain European Funds. The project went very well and many organisations associated with European Funds considered it to set a good...

ExplainVisually’s infographics to support Polish Football Association

Maciek, our Managing Director, has been a huge fan of football for over 20 years and he’s always been dreaming about cooperation with the Polish Football Association. So when they actually called us to say that they needed to explain to football coaches complex...

ExplainVisually a laureate of the competition 50 Most Creative in Polish Business!

We are a laureate of this year’s ranking of 50 Most Creative in Business. 50 Creative is the biggest competition in its field in Poland. The ranking is carried out each year by Brief.pl. Amongst former laureates are CD Project, Brand24, iTaxi, LifeTube, Booksy or...

How to spend money to be happy? Our infographic in “Głos Mordoru” (“Voice of Mordor”)

“Money doesn’t bring happiness” or “You cannot have too much of a good thing”? Turns out, it depends on what you do with it. Those are the conclusions of Elizabeth Dunn and Michael Norton, Professors of British Columbia University and Harvard University. In their book...

Summary 2017

Christmas time has passed, so it’s time for some summary. We can’t describe this year with one word. 2017 was demanding, tragic, developing, successful, sad and joyful. In the period of 12 months we made over 70 films, which means we scored almost 200 total since the...

Our video helped to win 1,000,000$ in a Israeli’s startup competition

A week ago Seegnature, an Israeli InsurTech start-up, used our whiteboard animation during a pitch - presentation to the investors. The stake was high. Pitch is a key moment for a start-up. Several minutes of presentation may determine the company’s future. Especially...

HR Case Study: recruitment video

It was the end of May 2016, when we realized we could not put it off any longer. Everybody took their place, and we started the meeting. “We have to recruit new drawing artists! I can’t do it by myself any longer! We won’t manage when the new projects come…!” Klaudia...

Explainer video production process

Explainer video production process typically takes a few weeks (3-8). The production time depends on the film's duration, its complexity, the flow of works, communication between both parties (or three parties if an Agency also takes part in the discussion), work...