When companies face major changes like CEO transitions or M&A, leaders often default to controlling the message, but according to ProjectNext Leadership Co-CEO Molly Rosen and Senior Advisor Connie Rawson, that's not enough. In this Fast Company article, Rosen and Rawson argue that in every high-stakes moment, leaders should address the unspoken question on everyone's mind: "What's in it for me?". By making strategy personal and anticipating needs, leaders can build trust, limit anxieties, and show how the change impacts their audience. The authors provide actionable prompts to help leaders shift from top-down announcements to audience-centered leadership, ensuring each audience hears what matters most to them.