Communicating Change: Increase Trust and Reduce Fear

During the expert session, Sarah Farmer engages the audience through visuals, interactive Q&A, and live polling.

• What humans need to feel safe during change: A clear, concise overview of the core psychological needs the brain relies on during uncertainty — and how meeting these needs reduces fear and increases trust.
• Why communication often fails during change, and how to prevent it: The common communication pitfalls leaders fall into, why they trigger resistance, and how to avoid them.
• How to communicate change clearly and effectively: A practical communication approach you can use to develop messages that land well, reduce ambiguity and support people through uncertainty.

When change hits, communication can either calm the system… or send people into panic. Most leaders focus on what is changing, but not enough on how people will experience that change emotionally and psychologically. This is where communication either succeeds - or fails. Humans don’t resist change itself; our brains fear the unknown and crave familiarity, consistency and stability. So when change is on the horizon, the brain instinctively defaults to protective behaviours - fight, flight, freeze or fawn - which block our desire and willingness to accept change.

The good news? This innate response (which can last seconds, weeks, months or even years) can be positively influenced when our core psychological needs are met. These needs are Status, Certainty, Autonomy, Relatedness and Fairness.  When communication fails to support these needs, the brain fills the gaps with fear-driven
thoughts and questions:
“This won’t work.”
“We don’t need this.”
“Why wasn’t I consulted?”
“What does this mean for me?”
“Will this affect my bonus?”
“Am I losing something?”

But when leaders communicate change in a way that supports psychological safety, trust rises, resistance drops and engagement increases. People adapt faster and the hidden human costs of change fall away. Confusion, anxiety, disengagement, declines in health and wellbeing, and performance dips dramatically reduce, allowing the organisation to move forward with far less friction.

This practical masterclass shows you exactly how to communicate change clearly, so your messages support employees’ needs, your teams feel more informed and reassured, and the organisation can move forward with momentum rather than costly turbulence.

From Imposter to Empowered: Ditch self-doubt and live a life without limits

At the heart of bold decisions and breakthrough results is a confident, emotionally intelligent inner world. When self-doubt takes over, even high performers hesitate, hold back, or undermine their own success, and that ripple effect can shape team culture and business results. This fast-paced masterclass breaks down what Imposter Syndrome really is (and isn’t), why it affects top talent the most, and how it shows up in everyday behaviours. You’ll leave with a practical “brain-rewiring” technique from SPARK Step 3 to shift your thinking, strengthen your confidence, and take stronger, more decisive action.

 

Difficult Conversations: How to Have Them and Keep Relationships Intact

Imagine walking into your next difficult conversation feeling calm, clear and genuinely confident, not bracing for impact, not second-guessing every word, not replaying worst-case scenarios at 2 a.m. Most people avoid these conversations because they fear the reaction, the awkwardness, or the damage it might cause, but that avoidance has a real cost: stress, sleepless nights, frustration, strained relationships, and a nagging sense you’re not operating at the level you know you’re capable of. And the ripple effect is bigger than you think: when leaders dodge hard conversations, teams drift, expectations blur, performance slips, trust erodes, and results eventually show it. The good news? Once you understand why your brain resists these moments and you have a simple, effective structure to guide them, everything changes: you stop spiraling, you stop avoiding, and you start leading, with clarity, confidence and emotional control, while protecting the relationship.

 

Change & the Brain: How to Lead People Effectively Through Uncertainty

Leading people through change becomes easier when leaders understand how the human brain reacts to uncertainty. Change disrupts safety, predictability and control, putting the brain on high alert. These reactions are not resistance but natural neuroscience. When leaders understand this, they can anticipate responses, interpret behaviours more accurately and support people with less stress. This practical masterclass explains how the brain deals with uncertainty and how to guide people through transitions effectively.