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Woman giving a presentation to a seated audience, with a large screen showing a futuristic airship.

Change doesn’t happen to us – we shape it.

Expert view
Transformation & change
Change is more than a strategic shift. It’s a story that needs to be felt, experienced, and shared across hierarchies and functions.

At Ray Sono, we don’t just talk about transformation; we live it. With a clear focus on authenticity, directness, and measurable impact, we craft change stories that go beyond understanding to spark real enthusiasm. Our approach? Transparent communication that builds trust, a passion for impact that inspires action, and experience-driven formats that make change tangible.

In a world where change is happening faster and becoming more complex, it’s not enough to simply explain transformation – we need to design it in a way that people understand, embrace, and actively shape. And true to the motto "practice what you preach", that’s exactly what we do. Magdalena ensures that we don’t just talk about change - we make it tangible by focusing on three key approaches: a compelling Change Story, experience-based formats, and a people-centric methodology.

Pay attention to the people side of change! It will be exciting, emotionally engaging and successful – we promise!
Magdalena Klich
Expert Lead Human Relations, Psychologist
Ray Sono

From understanding to enthusiasm

The power of a Change Story

Jorge Bucay once wrote: ‘We tell children stories to help them sleep; we tell adults stories to wake them up. ’ That’s exactly what it’s about: crafting a compelling Change Story that touches, inspires, and drives real engagement.

Why? Because emotions strongly influence our thinking and actions. A powerful story doesn’t just explain change – it sparks excitement instead of resistance. When we look forward to something, dopamine – our brain’s reward chemical – is released, creating long-term motivation and a strong towards-movement rather than an away-reaction.

Framed artwork with a black brushstroke and white text, placed in a sunlit corner in front of glass windows.

How do we make this happen?

In 2022, our CEO took us on the Unleasher spaceflight – a vision to explore new horizons together and push ourselves further. In the months that followed, we ran an Unleasher Bootcamp for all leaders and continued embedding this narrative into our internal communications, using imagery and storytelling to reinforce the journey. And it worked – no surprise that when teams celebrate successes, our internal chats are filled with rocket emojis. When we fly, we really fly.

Excitement is a powerful driver – but enthusiasm alone isn’t enough. People need to experience change firsthand to feel empowered to shape it. That’s why we focus on experience-based formats that help embed new ways of thinking and acting.

Experience over theory

What does an experience-based format look like?

For example, we took our leaders to an art exhibition – but not just any exhibition. This was a showcase of their own mission statements, which they had personally created. Each piece told a story, linked to our overarching strategy.

We stood literally among individual stories, all part of our collective Change Story – a powerful moment that made change physically tangible.

Because only when we experience transformation ourselves can we authentically pass it on.

Two women laughing and engaging in a creative session at a long wooden table, surrounded by papers, markers, and wicker pendant lights.
Group of people engaged in conversation around a kitchen island in a modern office space, with wine bottles and a basil plant on the counter.
Woman smiling and holding a phone while sitting at a creative workshop table with others, under woven pendant lights.
Two women standing at a window setup, one wearing headphones, viewing a digital tablet and printed visuals taped to the glass, surrounded by small decorative items.

Not all change is the same

How we take a tailored approach

Every transformation is different, and so are people’s reactions to change. Not everyone is convinced by rational arguments alone – and why should they be? The same message won’t work for different personalities or backgrounds.

Every transformation has its champions and its sceptics – and that’s a good thing. Change energy from advocates can be a huge accelerator, but sceptics are just as valuable. Their resistance often highlights risks early, helping us manage them better.

How do we approach change methodically?

We ask ourselves:

  • Who influences whom?

  • How does this transformation impact specific groups or individuals?

  • What needs arise from that impact?

We apply a stakeholder impact analysis to understand individual needs and adjust our approach accordingly. Sometimes, it’s about a conversation, sometimes coaching, sometimes a specific learning format. And just as importantly, it helps us choose the right communication at the right time.

Once people start applying this method, they often use it intuitively – and that’s what makes them better change leaders.

Change isn’t a project – it’s a continuous process that challenges and helps us grow, both as an organisation and as individuals. The secret? Stay open to the new, find joy in big and small moments of change, and focus on people.

At Ray Sono, we don’t just design transformation for our clients – we live it ourselves. And that’s the strongest proof that we don’t just understand change – we shape it.

A young woman with long, wavy brown hair and round glasses smiles warmly at the camera. She is wearing an elegant, long-sleeved blue shirt and gold earrings. The background is a simple, light gray wall with a soft blur. Her friendly and open expression conveys warmth and confidence.

About Magdalena

Magdalena Klich, our psychologist at heart and expert in organisational development, puts people at the centre of change. She designs strategies that build on emotional intelligence and active employee involvement – turning explanations into real enthusiasm. As the driving force behind our HR and Unleasher Mindset, she brings a practice-focused approach that moves teams, inspires momentum, and makes transformation tangible.

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