How do you get them on board? | The role of friction | Handling intensity
Annemarie Mars is an energetic and passionate change expert who has been at the heart of the challenging change practice for over 25 years.
Our consultants would be happy to advise you on how best to tailor the narrative to your specific target audience.
If change were fun, everyone would do it.
For over 25 years, Annemarie Mars has been assisting changemakers in complex change tasks by seeking out the conversations that advance change. She is particularly intrigued by conversations that are difficult, intense, or uncomfortable. When is it necessary? When do you avoid it? Where lies the core of the difficulty? And what’s your next step?
She has written eight books, including How Do You Get Them on Board? (GIDS Award), The Function of Friction, and most recently in 2026, Fun is Different, about handling intensity in conversations about change.
As a speaker, Annemarie is known for her sharp observations, clear language, and interactive style. She combines in-depth knowledge of change management with relatable examples from everyday practice. No resounding jargon or intoxicating change romanticism, but a down-to-earth view on the craft of change in complex situations. She thrives best in organisations where both laughter and reflection are encouraged.
Handling Intensity in the Conversation about Change
In complex changes, conversations can be intense. You’d rather avoid this, but sometimes it’s inevitable and sometimes even necessary. In this presentation, Annemarie Mars demonstrates how the words we use can create noise, unleashing unnecessary intensity or avoiding needed intensity. Through seventeen conversation scenarios, a clear language unfolds, helping you determine what action to take.
Fun is Different can also be booked as a theatre performance, which can be complemented with comedy and singing, depending on the aim of the event and the location.
Seek the friction that gives shine, without making scratches
Change emerges in the conversation we have about it. That friction has a function: it helps us find the best direction together and really translate that direction into behaviour. But there is also friction that causes scratches. In this presentation, participants will learn to see the difference and seek the friction that helps, while staying away from the friction that hinders. So that you can change together and build a relationship that can withstand a bump.
Working on Commitment during Change
A change is only successful when people commit to it. However, the path to commitment is fraught with pitfalls. In this presentation, Annemarie Mars provides a common language and practical guidance to engage people (and to help others engage with you). What reactions do organisational changes evoke in people? And how can you align your change narrative to resonate with those reactions as much as possible?
Connect with your audience through your change story and strategy
Social challenges always involve behavioural changes. Each challenge is different, but in none does behavioural change happen automatically.
In her presentation, Annemarie Mars guides you to the core of collaborating on behavioural change. She provides you with a common language to understand how people respond to change, how to convey a solid change story, and which change strategy suits your challenge.
She also delves into the less pleasant aspects: interests, resistance, and imposed change. So you can stand firm in situations that test you.
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