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The Method and Magic

At some point, every leader is called upon to drive a complex change—from a new way of working within a department to a game-changing, enterprise-wide project.

Imagine it’s your turn. You’ve been selected based on your reputation, experience, and expertise. But implementing with excellence won’t be enough. You’ll need people at all levels in the organization to see the value of this change and get on board.

Honed over years of helping organizations large and small, public and private, The Method and the Magic is based on common-sense principles, informed by the best thinking in the field, and guided by an understanding of human behavior.

And it’s more than a method. Much more. The magic comes from the authors’ multi-disciplinary approach, which allows you to truly know your audience, listen to their needs and be creative in how you reach them. Unlike many magicians, Axelrod and McDonald reveal just how they pull the rabbit from the hat. In this book, they share how today’s leaders are using this integrated communications and change management approach to move their organizations to the next level.


“Change managers get to know employees’ thoughts and feelings, but they often lack channels to effectively communicate their insights. At the same time, communicators have the tools to share the message, but lack the deep understanding that can make the message sing. Beth and Laurie combine the best change and communications strategies to create an indispensable guide for anyone leading organizational change.”

Patrick McCreesh

President of the Association for Change Management Professionals, Washington DC