There is no guarantee that change managers’

attempts at sense-giving will be successful, as organizational members live in a world of multiple narratives and, regardless of authority structures, the interpretation being presented by a change manager need not have greater credibility than other narratives. For example, some organizations are characterized by a very strong sense of identity, which can give the “what we stand for, how we do things, what we value” an almost moral quality that can make organizational members very disinclined to “switch narratives.”