Most advice about building internal support for organizational change reiterates perfunctory platitudes, reminding leaders to communicate reasons for the change, or even to be excited about the change themselves. But in working with hundreds of companies going through organization change I’ve learned that this approach is simply not enough. In fact, research shows, that this narrow approach often results in a wave of employee cynicism, doubt, distrust, and negativity, which can relegate change efforts to a slow and painful death.