I remember reading a company acquisition announcement a few years ago. There was such hype, such PR buzz. But I didn’t get it. The basic story of why these two companies should be in business together didn’t come through. The reasoning felt convoluted. Want to know where these companies are today?

Bankrupt.

I’m positive there were dozens of other factors that led to the acquisition decision and the subsequent downfall. But the fact remains: having a simple story of change that a five year old would understand is table stakes for successful transformation.