Language

Introduction

Language plays an important role in change management as it implies personal identity, rather than behaviour and can encourage people to see themselves in different circumstances

To encourage people to see themselves differently use nouns, rather than verbs. Some examples,

• asking people to ‘become voters’ rather than ‘to vote’ will increase interest in registering to vote
• ask people to be ‘change makers’ rather than ‘to help make change happen’ will increase people's involvement
• ask managers to ‘be change leaders’ rather than ‘to lead change’ will increase manager’s involvement.

Priming Language

Introduction

Priming language is a subtle but powerful tool in change management, rooted in psychology and neuroscience.

Priming is a psychological phenomenon where exposure to certain words, images or concepts influences subsequent thoughts, feelings or behaviours, often without conscious awareness.

Example: If you repeatedly hear words like “innovative” and “future-focused,” you are more likely to interpret change initiatives positively.

The aim of priming is to set the mental context before people encounter new information or tasks.

As change often triggers uncertainty, resistance or fear, priming language can:

• Shape mindset (employees are more open to adopting new behaviours if the language primes them positively.)
• Influence perception (helps people see the change as desirable or inevitable.)
• Increase engagement (subtle cues can encourage curiosity, creativity and proactive participation.)

Some ways of using priming language in change management

1. Framing Change Positively

• Use language that frames change as opportunity rather than threat.
• Example:
  • Threat-based: “We must change to avoid failure.”
  • Primed: “We have an exciting opportunity to improve our workflows and grow our skills.”

2. Setting Expectations Early

• Prime employees before introducing detailed changes.
• Example: In a pre-meeting email, include words like “collaboration,” “success,” “learning,” “innovation” to subconsciously prepare a constructive mindset.

3. Embedding Desired Behaviours

• Repeatedly use words that highlight behaviours you want employees to adopt.
• Example: If the goal is more teamwork, use phrases like “team-oriented solutions,” “working together,” “shared goals” in all communications.

4. Priming Through Stories and Metaphors

• Stories, analogies, or metaphors can prime mental models.
• Example: Comparing change to a “journey” primes employees to expect progress in stages rather than expecting instant perfection.

5. Combining with Visuals and Symbols

• Priming is stronger when language is paired with consistent visuals or icons (like avatars or progress bars).
• Example: Using upward arrows or “growth charts” alongside words like “progress,” “achievement,” “success” reinforces the priming effect.

🔹 Benefits of Priming Language in Change Management

• Reduces resistance by influencing perceptions unconsciously
• Encourages desired behaviours and attitudes
• Improves engagement and participation in change initiatives
• Helps create a shared mental model across teams

An Example:
For a digital transformation, instead of saying: “We need to stop using the old system or we’ll fall behind,”
You might prime with: “Our new digital tools are designed to make collaboration easier, free up time for creative work and help us deliver faster results.”

This primes employees to associate the change with positive outcomes before they even use the new tools.

(main source: John A. Bargh et al, 1999)