Why most transformations fail - and how leaders can get them right

Based on a global study of 650 executives and 25 transformation experts across more than 30 countries, the research makes one point crystal clear: transformation rarely fails because the strategy is wrong. It fails because communication breaks down.

The human factor in change

Too often, companies launch ambitious change initiatives but wait until plans are final before involving employees. By then, the process can feel imposed rather than inclusive. Leaders underestimate the emotional side of change – the trust, empathy, and sense of purpose people need before they can fully commit to a new direction. 

The research found that organisations integrating communication from day one – keeping it transparent, consistent, and two-way – were far more likely to succeed. Those treating communication as a box-ticking exercise rather than a strategic driver faced delays, falling engagement and growing resistance. 

As Dirk Aarts, project leader of the report, explains, “Transformation fails not because strategy is flawed, but because communication breaks down. This study shows that communication is the engine that moves transformation forward. Without it, even the best plans stall.”

Why this matters now

The pace of change means transformation is no longer something organisations “go through” every few years. It is continuous. And with that comes a greater need to plan, communicate and engage effectively.

The Index identifies four key pillars that drive successful transformation: Planning, Leadership, Engagement, and Monitoring. Organisations embedding communication into every stage – from initial planning to real-time monitoring – are far more likely to succeed. Those treating communication as an afterthought risk delayed execution, lost confidence, and missed opportunities.

The KISS perspective

At KISS, we know first-hand how vital clear, consistent and human-centred communication is during times of change. As our Head of PR and Content, Jane, noted in the report, “From the moment a major transformation begins, everyone should be included. At the very least, initial information should be shared immediately – covering the purpose, timeline, and expectations – followed by regular updates throughout the process. Early and continuous communication is essential. Internal and external messaging must be aligned, with internal communication maintaining integrity to support the external narrative.”

It’s a reminder that successful transformation is built on empathy and inclusion. Leaders must see communication not as a “support function” but as a success factor in its own right.

What’s next

The PROI Transformation Readiness Index 2025 is more than a benchmark. It’s a practical guide for leaders and communicators preparing for, navigating, or recovering from organisational change. For businesses facing constant disruption, one thing is clear: communication isn’t just part of the change process – it is the change process. 

If your organisation is planning a transformation or struggling to make change stick, get in touch with KISS. Our team can help you build the clarity, alignment and trust needed to turn ambitious plans into lasting success.