THE CHANGE CATALYST | Issue 1 – February 2025

Dear friends,

We’ve yet to meet an executive leader who has answered no to the question – Is there something you wished you could change your people’s minds about?”

That is the core of organisational transformation and change. We know how hard such a simple thing is to achieve. 

The best way to change someone’s mind? Change the story that is running in their heads and the emotions that the story evokes in their bodies. 

We have spent the last 15 years helping organisations achieve strategic clarity, measurable impact, and transformational success. We have seen firsthand how navigating change with confidence can empower leaders, teams, and entire businesses to thrive.

In this short newsletter, we have 1 great science-backed insight, 1 organisational transformation case study showing a 740% year-on-year improvement and a few little brags about how awesome we think we are. 

Here’s to a year of clarity, action, and transformation.

 

Kevin Liebenberg
CEO, Actuate

HALF LOGIC

Why storytelling is a game-changer for leaders…

In today’s highly complex and fast-moving business world, the leaders who stand out are those who can tell compelling stories. Data, reports, and strategies are essential. But what makes people listen, engage, and act is the story behind them.

We use storytelling in all of our interventions. This helps leaders like you:

  • Turn your strategy into action by making abstract ideas relatable and personal to your people.
  • Drive the desired behaviour change through emotionally compelling narratives.
  • Inspire purpose and motivation, making people feel connected to their work.
  • Create clarity in uncertainty—helping teams understand, align, and commit to a shared vision.

One of the most powerful takeaways was the “Angel’s Cocktail”—a neuroscience-backed approach to storytelling that activates trust, empathy, and engagement. Leaders who master storytelling create an environment where change is embraced, not resisted.

If you’d like to sharpen your leadership storytelling skills, let’s have a chat. 

HALF MAGIC

Strategic Change Marketing That Delivers Results - An MTN SA Case Study

MTN South Africa’s CXO division set out on a bold transformation journey to rebuild trust, strengthen culture, and align with MTN’s customer-first vision. Led by Chief Customer Experience Executive Cornelia van Heerden and in partnership with Game On and Actuate, the programme focused on clarity, commitment, and capability (the 3Cs) to drive real change. Through initiatives like the Xcellerator Programme and the M-PWR Campaign, engagement and morale soared—leading to a 743% improvement. Want the full story? Download your copy here.

Shameless Bragging. 

We aim to fall in love with our clients. When we do, and the feeling becomes mutual, amazing shit happens. That’s why we are so stoked to have won three IABC Silver Quill Awards with our clients and friends at Game On and MTN SA. 

Not only did we secure two awards, but we also received the rarely awarded “Best of the Best” recognition—a testament to the impact of our Strategic Change Marketing methodology. A huge shoutout to our incredible partners, Game On, MTN CXO and the entire Actuate team for their unwavering dedication.

This win reinforces what we believe: change marketing isn’t about tactics—it’s about transformation. We’re honoured to have been part of this journey, and we look forward to partnering with more organisations that are ready to make a real impact.

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