Most change initiatives don’t fail because the strategy is wrong. They fail because people don’t buy in. Organizations invest millions into new systems, restructures, and transformation plans, yet adoption stalls, resistance grows, and momentum disappears. The missing piece is rarely the what or the how. It’s the why. In this keynote, Ryan will uncover the real reason change management efforts break down: leaders communicate tasks, timelines, and outcomes… but forget to connect people to purpose. When employees don’t understand the meaning behind the change, uncertainty turns into skepticism, and progress turns into pushback. This session offers an insightful, practical look at how to shift from managing change as a process to leading change as a story. Attendees will learn how to craft messages that inspire trust, create alignment, and drive action, turning resistance into engagement and confusion into commitment. Because change doesn’t succeed when it’s announced. It succeeds when it’s understood.