If the change story is owned by the organisation, it can be formal, yet ineffective: it’s often abstract, overly directive and not immediately relevant to the individual. We can get around this if the change story is co-created: co-owned with the momentum of the community behind it.
Sometimes change is owned by an individual: this can make the voice weak (although social forces of amplification can make it loud: see Social Leadership and Authority). Occasionally though, nobody owns it. We leave the story to wither by itself. It’s lost, purposeless.