The phrase 'just tell them' comes from a place of urgency. A decision is made, a change is coming, and leaders want to move quickly. But in practice, simply telling people what’s happening doesn’t create shared understanding. It may deliver the information, but it doesn’t account for what people need to process it, trust it, or act on it.
In any organization, communication is shaped by context. People interpret messages through the lens of past experiences, team culture, pace of change, and their current workload. When communication skips over those realities, even accurate information can feel unclear or incomplete.
That’s why the approach is critical. Effective communication takes timing, tone, and structure into account, it considers what questions might surface, what concerns are likely to come up, and how the message fits into everything else competing for people’s attention.
Clarity also depends on how information is reinforced. A message shared once, even if it’s well-written, isn’t enough. People need space to ask questions, revisit the details, and hear the message confirmed by different voices they trust.
The goal is to meet people where they are; when messages are shaped with care and shared in a way that fits the moment, people are more likely to understand what’s happening and feel equipped to take the next step. When communication is treated as part of the work, not just a step that happens after decisions are made, people feel more informed, more prepared, and more connected to the direction of the organization.