This document provides a framework for change agents to effectively communicate change by understanding their audience's perspective and focusing the message. It outlines that people accept change at different rates due to personal and professional factors. The framework advises change agents to consider their audience's personal views on change, their professional focus areas, and whether the audience is receptive to determine the best approach. It provides guidance on tailoring the message based on the audience's role and perspective in order to motivate them and highlight what's in it for them regarding the change.