How context creators are redefining business transformation

When most people think about business transformation, they think of cutting-edge tools, AI systems, or agile workflows. But as any C-suite executive knows, one often-overlooked factor can make or break even the best-planned transformation—how people feel about it.

That’s where the “context creator” comes into play. This role bridges technical change and emotional readiness. But context creators aren’t just content creators. While content creators produce materials like blogs or videos, context creators do something much deeper. They shape narratives that make technical transitions feel less like mandates and more like journeys, inspiring employees to embrace change rather than fear it.

Why the Context Creator Matters

A context creator doesn’t just generate content, they generate understanding. As companies adopt new technologies, employees often face anxiety or confusion. Context creators work within these transitions, not as traditional internal communicators, but as part of project management teams, focusing on emotionally resonant narratives.

For example, when Maersk underwent digital transformation, it realized the importance of employee buy-in. Context creators explained the changes in relatable terms, helping reduce employee turnover during the transition by 25%.

Where content creators produce noise, context creators build trust.

Trust in Transformation

Building trust is essential. Gallup data shows that organizations with high employee engagement are 21% more profitable, and trust drives that engagement. Edelman’s Trust Barometer reveals that 74% of employees expect their employer to inform them about technology’s impact on their jobs, yet only 38% feel they receive enough information.

Context creators bridge this gap. They don’t just explain what is happening, they communicate why and how it benefits teams. They deliver clarity and empathy instead of more content.

Context vs. Content Creators

The difference between a content creator and a context creator is not just semantic. Content creators focus on visibility, producing blogs, videos, and posts to engage audiences. While valuable, this often leads to short-term engagement.

Context creators, however, focus on the full journey. They align every message with the broader story of transformation, directly addressing employees' concerns. A content creator might send an internal email about new software, but a context creator crafts a narrative that links the software to the company’s vision, building enthusiasm instead of fear.

Real-World Success: Microsoft’s Cultural Transformation

When Satya Nadella became CEO of Microsoft, he didn’t just shift product strategies—he reshaped the company’s culture. His team of context creators embedded storytelling into the transformation process, showing how employees would benefit. The result? Microsoft’s market value tripled, and internal engagement soared.

Technology will keep evolving, but emotional agility is key to thriving during transitions. Context creators make transformation meaningful, easing employees through change with empathy and clarity. As you navigate digital transformations, ask yourself: Are your teams getting the context they need to feel connected, or are they drowning in content that adds noise but no clarity?