There are four different images of change and the language appropriate to each type of change. The reason why some change "efforts fail is because the imagery and metaphors that managers use are out of sync with the type of change they desire. To avoid such problems, managers are urged to ensure their language is aligned with the type of change as follows: 

1. Machine imagery of change: this is based on a "fix and maintain" - also "broken" and he change is designed to "fix" the problem. 
2. Developmental imagery of change - "build and develop" - the need to enhance its performance by building upon past and current practices to make them even better. 
3. Transitional imagery of change - "move and relocate" is designed to alter how the organization operates, moving from manual to automated operational processes. 
4. Transformational imagery of change - "liberate and re-create" - reinventing itself or fundamentally changing the nature of the business or market in which the organization operates. 

Q: Do you see any challenges for change agents in applying this advice? 

150 words or more no format needed