Sponsors are the most critical factor for success in any change initiative - but they are also often the weakest link. Leaders may support a change in principle but struggle to drive it effectively. That’s where the E/M/R approach (Express, Model, Reinforce) comes in. By providing sponsors with the right information, at the right time, in the right format, you can help them become the active, visible, and effective champions your change initiative needs.
Why Sponsors Struggle (And How You Can Help)
Most sponsors are busy executives with competing priorities. They may want to support change but lack the time, clarity, or confidence to do it well. Without guidance, they often default to a superficial role - sending out an email or making a one-time speech. But true change leadership requires more.
The E/M/R Guide: Express, Model, Reinforce
- Express (5% of effort): What sponsors should SAY to align with the change.
- Model (10% of effort): What sponsors should DO to demonstrate their commitment.
- Reinforce (85% of effort): What sponsors should hold others accountable for.
Understanding the ABCs of Sponsorship (Prosci)
- A - Active and Visible Participation: Sponsors must be seen supporting the change consistently.
- B - Building a Coalition of Support: Sponsors should enlist other leaders to drive the change.
- C - Communicating Directly with Employees: Sponsors must engage employees in the change message.
Step 1: Set the Stage with Your Sponsor
- Meet Ahead of Time: Schedule a meeting with your sponsor to discuss the change, the project timeline, and their role.
- Present the E/M/R Approach: Explain how you will support them by providing clear, actionable guidance each week.
- Align on Expectations: Make it clear that you will provide them with what they need to say, do, and reinforce, but they must commit to executing.
Step 2: Use the Weekly One-Page Guide
Every week, provide your sponsor with a one-page guide that outlines:
- This Week: What’s happening now (key milestones, activities, and communication needs).
- Next Week: What they should be aware of in the coming week.
- E/M/R Actions: Clear, actionable items for what they should say (Express), do (Model), and hold others accountable for (Reinforce).
Example Weekly Guide:
| Section | Content Example |
|---|---|
| This Week | Kickoff meeting with stakeholders. Sponsor introduction. |
| Next Week | Begin stakeholder alignment sessions. |
| Express | “This change is critical to our future success.” |
| Model | Attend the kickoff meeting and actively engage. |
| Reinforce | Follow up with leaders to ensure they are engaged. |
Step 3: Reinforce Through Feedback and Adjustment
- Observe and Coach: Attend key meetings and observe your sponsor’s performance. Provide feedback privately, praising what they did well and offering tips for improvement.
- Adapt Your Guide: Use your observations to refine the next week’s guide, making it even clearer and more actionable.
Step 4: Scale Your Approach for Multiple Leaders
This approach is even more powerful when scaled. By providing E/M/R guides to all key sponsors in a change initiative, you can create a consistent leadership voice and amplify the impact of your change effort.
Step 5: Track and Celebrate Sponsor Performance
- Recognize Effective Sponsors: Highlight those who consistently drive change through E/M/R.
- Coach Struggling Sponsors: Provide targeted support to those who need it.
- Use Metrics: Track sponsor engagement, visibility, and impact to demonstrate success.
Final Thought: The Power of Spoon-Feeding with Purpose
Spoon-feeding your sponsors is not about making them dependent — it’s about making them effective. By providing clear, actionable guidance that aligns with the E/M/R model, you empower leaders to drive real, visible, and lasting change.
ChangeGuild: Power to the Practitioner™
Recommended Reading
If you enjoyed this article, you might also find these helpful:
Need Your Sponsors to Show Up Stronger?
ChangeGuild helps you equip and coach leaders with just-in-time guidance that sticks. From E/M/R playbooks to weekly sponsor prompts, we give you the tools to make leadership alignment less of a lift - and more of a lever.
Book a discovery call to explore how we help sponsors express, model, and reinforce change with confidence!
This post is free, and if it supported your work, feel free to support mine. Every bit helps keep the ideas flowing—and the practitioners powered. [Support the Work]
