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“In talking of change management, Ford describes conversation as the focus and unit of work. In this perspective, the work of an intervention designer requires an understanding of how to shift conversations to create commitments, and to act to accomplish those commitments. Ford points out that a monolithic view of change is therefore problematic. If change is shifting conversations, seeing change as removal of a problem (a standard approach in a structural-functionalist perspective) is a gross reduction of the scale and complexity of the work required.”

Simpson, R. and Gill, R. Design for social systems: Change as Conversation E:CO Issue Vol. 10 No. 1 2008 pp. 39-49, emphasis mine

The article goes on to say:

“The new language must be an innovation that aids sense making.”

Hence the need for a genuine discipline of conversation design.