Why - Probably the most important question to answer is WHY; WHY do I care? WHY is this relevant to me? WHY should I be involved? People are busy and unless they see the reason to be engaged they probably will not be - know your audience and ensure they know WHY they need to engaged.

What - WHAT is expected of me? WHAT do I need to do differently? WHAT will happen if we don't change? - help your audience to see the implications and answer the WHAT for themselves.

Where - the 'geography' of the story is important and may relate to the not only a physical location but a function, process or department - ensure the impact is localised and clear.

Who -WHO is responsible, involved, impacted? WHO needs to do WHAT & WHEN? - know your stakeholders and their role and commitment to the story as it unfolds;

When - timing is everything so ensure this is crystal clear at all times as the story unfolds - define the dependencies and assumptions and make them current.