Highlight from 'Managing Transitions' by William Bridges, Susan Bridges

You may discover that people have trouble understanding the purpose because they do not have a realistic idea of where the organization really stands and what its problems are. In that case, you need to “sell the problems” before you try to sell a solution to those problems. If that wasn’t done during the ending phase—when it should have been done—now is the time to provide answers to these questions: What is the problem? What is the situation that requires this change to solve it? Who says so, and on what evidence? What would occur if no one acted to solve this problem? And what would happen to us if that occurred?