Tamsen Webster is the Founder and Chief Learning Officer at Message Design Institute, where she helps leaders craft compelling messages to foster large-scale change. With over 25 years of experience in persuasive message design, she is a renowned message strategist and keynote speaker. Tamsen is the author of two best-selling books: Find Your Red Thread and Say What They Can't Unhear. She has collaborated with major organizations, such as Harvard Medical School, Fidelity Investments, and Klaviyo, and serves as an Idea Strategist at TEDxNewEngland.

When strategic planning fails, it’s often because organizations either overlook their core values or struggle to communicate their vision effectively. Many businesses approach strategy with a broad brainstorming phase, leading to unrealistic or misaligned initiatives. How can leaders align decisions with their organization’s internal philosophy to catalyze intentional change?

According to message strategist Tamsen Webster, every decision follows an internal logic based on people’s existing beliefs. To foster lasting change, leaders must communicate in a way that aligns with these existing perspectives. Tamsen explains how identity shapes decision-making and why brand messaging should reflect true values rather than aspirational statements. By recognizing patterns in decision-making and communicating strategically, businesses can create messages that resonate deeply with employees and customers.

In this week’s episode of the Up Arrow Podcast, William Harris hosts Tamsen Webster, the Founder and Chief Learning Officer at Message Design Institute, to explore the nine principles of lasting change and how to gain buy-in for organizational transformation. Tamsen shares examples of strategic messaging in renowned brands, how to balance two opposing beliefs, and how storytelling and intuitive messaging influence effective communication.