United Kingdom · Business transformation and change · Principal/Manager (12-16 years)

Manager, Change Communications

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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Experience bandPrincipal/Manager (12-16 years)
Direct reports3-5 reports
Reports toDirector, Transformation Communications
UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Head of Transformation Communications · Lead Communications Strategist (Change) · Senior Manager, Internal Communications (Transformation)

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Level 6 Award in Leading Organisational Change Institute of Sales Professionals · Level 6 · covers 1 of 10 standards

Level 6 Certificate in Professional Sales Institute of Sales Professionals · Level 6 · covers 1 of 10 standards

IAO Level 3 Diploma in Leadership and Management Innovate Awarding · Level 3 · covers 1 of 10 standards

Focus Awards Level 4 NVQ Diploma in Customer Service (RQF) Focus Awards Limited · Level 4 · covers 1 of 10 standards

Pearson Edexcel Level 4 NVQ Diploma in Business Administration Pearson Education Ltd · Level 4 · covers 1 of 10 standards

ProQual Level 4 NVQ Diploma in Customer Service ProQual Awarding Body · Level 4 · covers 1 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Lead Organisational Change Level 6 Award in Leading Organisational Change

Change leadership IAO Level 3 Diploma in Leadership and Management

Initiate and implement operational change Focus Awards Level 4 NVQ Diploma in Customer Service (RQF)

The future skills this job leans on

AI Fluency working with AI as a thinking partner

Data Fluency turning numbers into a decision

AI Governance Fluency using AI responsibly

Automation Fluency building AI into how work runs

Your Plan Illustration

Built for Manager, Change Communications

3 units that map to this job, from the qualifications that cover it.

Lead Organisational Change Institute of Sales Professionals · covers 1 of 10 standards Level 6
Change leadership Innovate Awarding · covers 1 of 10 standards Level 3
Initiate and implement operational change Focus Awards Limited · covers 1 of 10 standards Level 4

These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Manager, Change Communications?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skill this role is being asked for

AI-Powered Comms Strategy & Orchestration

Why each one is rising

The future skills this job leans on

AI Fluencyworking with AI as a thinking partner
Data Fluencyturning numbers into a decision
AI Governance Fluencyusing AI responsibly
Automation Fluencybuilding AI into how work runs

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Manager, Change Communications plan as you set up, starting with the free Automation Fluency module. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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Keep this read. One email with what AI is changing in this job, the new skills it asks for and where to start free. Nothing else follows unless you confirm your address.

3What this role really is

This job involves leading a small team that shapes how a business talks about major change. It means building trust, managing resistance, and making sure people understand and accept new ways of working. The work translates complex strategy into plain language, so everyone from senior leaders to frontline staff knows what is changing and why.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Internal Comms Platform (Simpplr, Staffbase, Firstup) Strategic

Leading vendor selection/renewal, defining enterprise-wide channel strategy, integrating platforms with HRIS or other enterprise systems to enable sophisticated segmentation and automation. You're thinking about the platform's strategic role, not just its daily use.

Survey & Sentiment Platforms (Qualtrics, SurveyMonkey Enterprise, Glint, Peakon) Strategic

Owning the enterprise employee listening strategy. Connecting comms metrics to engagement platforms like Glint or Peakon to prove impact on business outcomes. Designing complex change readiness and pulse surveys to inform strategic decisions.

Collaboration Suite (Asana, Monday.com, Miro, Confluence) Strategic

Architecting the collaboration workflow and reporting structure for your entire team and across the transformation portfolio. Ensuring seamless information flow between strategy, PMO, and comms teams. You're setting the standards for how the team uses these tools.

Analytics & Reporting (Power BI, Tableau, Excel) Strategic

Defining the key metrics and KPIs for your function. Presenting data-driven narratives to executive leadership using Tableau Server or Power BI Premium to justify strategy, budget, and the impact of comms. You're telling the story with data.

HRIS (Workday HCM, SAP SuccessFactors) Strategic

Partnering with HRIT to influence data governance and ensure the data needed for sophisticated audience segmentation is available and accurate. Using the HRIS as a strategic tool for persona development and targeted outreach, not just pulling lists.

Executive Reporting (Diligent Boards, Nasdaq Boardvantage) Advanced

Preparing and packaging transformation updates, risk assessments, and communication strategies for executive committees and board meetings. This means distilling complex information into clear, concise, and impactful presentations for the highest levels of the organisation.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choice	Coming in	Where you are now	The step above
Communication Strategy & Narrative	Drafts content based on defined strategy; escalates any deviations.	Develops comms plans for specific workstreams; seeks approval from manager.	Designs end-to-end comms strategy for medium-complexity projects; consults with Director on overall narrative.
Budget Allocation & Vendor Selection	No authority. Flags potential cost overruns.	Identifies potential vendors; provides cost estimates for specific tasks.	Recommends vendors for project-specific needs (up to £5K); manages project budgets.
Team Management & Development	N/A	Provides informal guidance to new joiners.	Mentors 0-2 junior team members; provides peer feedback.
Crisis Communications Response	Escalates immediately to supervisor; supports with information gathering.	Drafts holding statements under supervision; helps monitor sentiment.	Develops initial response plan and key messages; seeks approval from Director and Legal.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Transformation Adoption Rates

The percentage of employees or teams successfully adopting new processes, systems, or behaviours introduced by major transformation programmes.

Target · Achieve 80-90% adoption within 3 months post-launch for key initiatives.

For the new CRM system, 85% of sales reps are actively using it for pipeline management by the end of Q2, up from 30% pre-comms campaign.

Change Readiness & Sentiment Scores

Employee survey scores that measure understanding, acceptance, and enthusiasm for upcoming or ongoing changes, and overall sentiment towards leadership communication.

Target · Increase 'understanding of change' scores by 15% and 'confidence in leadership communication' by 10% across impacted groups.

Post-merger integration comms led to a 12% increase in 'I understand the rationale for the merger' scores in our Q3 pulse survey.

Regrettable Attrition During Change

The rate of high-performing employees leaving the organisation during or immediately after a major transformation, specifically those citing change-related reasons.

Target · Reduce regrettable attrition by 5-10% in business units undergoing significant change compared to the previous year's transformation average.

During the recent reorganisation, the attrition rate for top-tier talent in the affected department was 4%, compared to 9% in a similar transformation last year, suggesting comms helped retain key people.

Comms Channel Engagement & Effectiveness

Metrics like open rates, click-through rates, video views, and intranet page visits, but also qualitative feedback on message clarity and relevance.

Target · Maintain average open rates >60% and click-through rates >25% for critical comms; achieve >75% 'message clarity' in feedback.

Our Q1 'Future of Work' intranet series saw an average of 70% unique views and 85% positive feedback on clarity, showing people are actually reading and understanding.

Strategic Influence & Advisory Role

Your ability to be seen as a trusted advisor by senior leadership, shaping the approach to change communication rather than just executing requests.

You're brought into strategic planning meetings early, before decisions are finalised. Senior leaders ask for your input on how to best land difficult messages. You're asked to present comms strategies directly to VPs or the ELT. They actually listen to your advice, even when it's challenging.

Team Development & Performance

The growth, engagement, and overall effectiveness of your direct reports, and their ability to independently manage complex comms projects.

Your team members are consistently hitting their project deadlines and exceeding expectations. They're taking on more complex work with less supervision. You see clear examples of their professional growth (e.g., they're leading workshops, mentoring others). Feedback from their stakeholders is consistently positive about their proactive approach and quality of work. Your team's engagement scores are high.

Resistance Management & Mitigation

How effectively your team identifies, addresses, and mitigates employee resistance to change through proactive communication and feedback loops.

You're able to predict common points of resistance before they become major issues. Your comms plans include specific tactics to address anticipated concerns. You can point to instances where targeted messaging or feedback channels defused potential escalations. Fewer 'fire drills' caused by unexpected employee backlash.

Narrative Cohesion & Consistency

Ensuring that all communications across your portfolio of projects tell a consistent, compelling story about the 'why' and 'what' of transformation, avoiding mixed messages or 'change fatigue'.

Employees can articulate the overarching strategic narrative. Different projects' comms feel like they're part of a bigger, coherent picture. Senior leaders use consistent messaging and talking points that you've helped craft. There's a clear 'golden thread' running through all transformation comms.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy

Seeing Your Team Thrive

You get a real buzz from coaching your team, helping them solve tricky problems, and watching them grow into more capable communicators. You're always looking for opportunities to empower them and celebrate their successes.

Your junior specialist successfully leads a complex stakeholder workshop, and you feel immense satisfaction knowing you helped them prepare and build their confidence.

Shaping Organisational Culture & Impact

You're driven by the idea that effective communication can genuinely change how people feel about their work and the company. You want to be part of making the organisation a better, more transparent place, especially during tough times.

You successfully roll out a new feedback mechanism during a major change, and you see a tangible increase in employee trust and open dialogue, knowing your work contributed to it.

Solving Complex, Human-Centred Problems

You love the challenge of taking a really messy, ambiguous business problem (like 'how do we get everyone on board with this unpopular decision?') and crafting a communication strategy that actually works. It's the puzzle-solving aspect, but with people at the heart.

You're tasked with communicating a significant shift in company strategy that impacts several departments, and you relish the process of mapping out the narrative, anticipating resistance, and designing a multi-channel approach.

What frustrates people

The Last-Minute Ambush: Being brought into a major project weeks after key decisions have been made, then being told 'just write the comms' for a strategy you know is flawed. You'll then have to protect your team from that pressure.
The Executive Goes Rogue: Your meticulously planned, multi-stage announcement gets completely derailed because a senior leader casually mentions the entire project in an all-hands Q&A before you're ready. Then you're left to pick up the pieces.
Death by Committee, for your team: Your team crafts a clear, empathetic message, only for it to be watered down into meaningless corporate jargon after 12 different stakeholders (Legal, HR, Compliance, etc.) demand their 'input'. You'll be the one fighting those battles.
The Broken Cascade: You spend ages crafting the perfect manager talking points and support materials, only to discover a week later that half the managers never actually had the conversation with their teams. You'll get blamed for the information gap, and you'll need to figure out how to fix it at scale.
The 'Shoot the Messenger' Syndrome (for your team): Your team often bears the brunt of employee anger and frustration for decisions they had no part in making (e.g., layoffs, benefit changes). You're the shield.
The ROI Battle (still): Constantly having to defend your team's work and its value with 'soft' metrics against departments that can show direct revenue or cost savings. You'll need to get better at telling that story.

What this role does not give you

A predictable 9-to-5, low-stress environment. It's often high-stakes and demanding.
The luxury of working on just one project at a time. You'll be juggling a portfolio.
Direct control over business decisions. You influence, you don't dictate.
Universal popularity. You'll sometimes be communicating tough messages.

8Who you work with

Your work directly impacts how quickly and smoothly our major business transformations are adopted. You'll help shape employee morale, reduce resistance, and ultimately contribute to the financial success and cultural health of the organisation by ensuring our people are engaged and informed during periods of significant change. Frankly, you're a linchpin in making change actually happen, not just be announced.

Inside the business

Executive Leadership Team (ELT) and their Chiefs of Staff
Heads of Business Units (e.g., Head of Sales, Head of Product)
HR Business Partners and HR Leadership
Project Management Office (PMO) Leads
Legal and Compliance Teams

Outside the business

External communications agencies (for specific campaigns)
Change management consultants (if we've brought them in for a big project)
Technology vendors (when communicating system changes)

9What you need before you start

Not a wish list. The things you would be expected to already have.

Proven experience (10+ years) in a dedicated change communications or internal communications role, with at least 3-5 years at a senior individual contributor or lead level.
Demonstrable experience managing complex, multi-stakeholder communication projects from strategy to execution.
A track record of successfully influencing senior leaders and building strong relationships across an organisation.
Experience in managing or mentoring junior team members, with a genuine passion for developing talent.
A solid understanding of basic financial management and budget oversight (e.g., managing project budgets, working with vendors).
A portfolio of work demonstrating strategic communication planning, narrative development, and impactful content creation for transformation initiatives.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Data Storytelling & Visualisation for Executives

Simply presenting data isn't enough anymore. Executives need compelling, concise data narratives that quickly highlight insights and justify strategic decisions. Your ability to translate complex comms metrics into a clear, visual story that speaks to business outcomes will be crucial for securing budget and buy-in.

Executive Dashboard Design · Narrative Visualisation Techniques · Benchmarking & External Data Integration · Impact Modelling

This week: Review 3-5 executive presentations (internal or external) and analyse their data storytelling techniques.
This month: Re-design one of your team's existing comms reports into a concise, executive-ready dashboard using Power BI or Tableau.
Month 2: Seek feedback from a senior leader on your data storytelling approach and iterate.
Month 3: Lead a workshop for your team on advanced data visualisation and narrative techniques for executive audiences.

Quick win: For your next leadership update, focus on one key metric, tell a clear story around it, and use a single, impactful visualisation. Ditch the data dump.

Digital Transformation Leadership for Comms

As a manager, you're responsible for ensuring your team's tools and processes keep pace with the broader digital transformation. This means not just using existing tools, but actively seeking out and implementing new technologies that can make your function more efficient, effective, and future-proof.

Comms Tech Stack Optimisation · Vendor Relationship Management (Strategic) · Change Management for Comms Tools · Data Governance for Comms

This quarter: Conduct an audit of your team's current comms tech stack, identifying gaps and opportunities for improvement.
Next quarter: Lead a small project to implement a new feature or integrate two existing tools to improve workflow efficiency.
Month 6: Attend an industry conference focused on comms technology and digital transformation.
Month 9: Develop a 1-year roadmap for advancing your team's digital capabilities and tools, including budget implications.

Quick win: Identify one manual, repetitive task your team does regularly and explore how a simple automation or new tool feature could eliminate it. Get your team's input on their biggest tech frustrations.

11Staying current once you are in

What people here do to keep up

Regularly attending industry conferences and webinars focused on change management, internal communications, and digital transformation.
Subscribing to leading industry publications and thought leadership (e.g., Gartner, Forrester, McKinsey reports on change).
Participating in peer networking groups or professional associations (e.g., IoIC, CIPR) to share best practices and learn from others.
Taking courses or workshops on advanced leadership, coaching, or strategic planning.
Seeking out opportunities to mentor others, as teaching often solidifies your own understanding.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Powered Comms Strategy & Orchestration

AI isn't just for drafting anymore; it's becoming a strategic co-pilot. Competitors are already using advanced AI to analyse sentiment, predict resistance, and even personalise communication cascades at scale. As a manager, you'll need to know how to strategically deploy these tools to give your team an edge and deliver more impactful results.

Ethical AI in Communications
AI-Driven Audience Segmentation
Predictive Analytics for Resistance
Automated Content Personalisation

13What you’ll use

What you’ll use

Skills this role draws on

Technical

Change Management Frameworks (Prosci ADKAR, Kotter)
Strategic Stakeholder Analysis & Mapping
Narrative Design & Strategic Storytelling
Persona-Based Communications & Segmentation
Communications Measurement & ROI (Advanced)
Resistance Management Planning & Mitigation

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

1
From Lead Change Communications Strategist (L4)
2-4 years at L4
Skills to master
- Moving from owning complex programmes to managing a team and a portfolio. This means developing strong people management skills (coaching, performance, hiring), budget oversight, and a broader strategic perspective beyond individual projects.
You're ready to move on when
- Successfully led multiple large-scale transformation communication programmes with significant impact.
- Demonstrated informal leadership or mentorship of junior team members.
- Consistently sought out opportunities to advise senior stakeholders and influence strategic decisions.
- Proactively identified and solved systemic communication challenges, not just project-specific ones.
2
From Senior Internal Communications Manager (in a large organisation)
3-5 years in a similar senior management role
Skills to master
- Adapting your general internal comms management experience to the specific, high-stakes demands of transformation. This means deepening your knowledge of change management frameworks, resistance planning, and connecting comms to specific business adoption metrics.
You're ready to move on when
- Managed a team of internal communications professionals.
- Accountable for a significant internal communications function or business unit.
- Experience with crisis communications and executive messaging.
- A strong track record of driving employee engagement through communication.
3
From Senior Change Management Consultant
3-5 years at a senior consultant level
Skills to master
- Transitioning from an advisory role to an in-house leadership position with direct team management. This means shifting from recommendations to direct accountability for execution and team development, and navigating internal politics as an employee rather than an external advisor.
You're ready to move on when
- Led the communications workstream on multiple large-scale change projects for clients.
- Strong understanding of change management methodologies (e.g., Prosci).
- Experience presenting to and influencing senior client stakeholders.
- A desire to build and lead an internal team, rather than just advise.

15Where this role leads

The long view: This work can lead to senior roles shaping organisational change, building teams, and setting communications strategy across a business.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Manager, Change Communications is actually changing.

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Lead Organisational Change, worked against Manager, Change Communications.

Lead Organisational Change Level 6

Applied to your work in Manager, Change Communications

This unit aims to provide learners with a comprehensive understanding of organisational change, including various models and influencing factors. Learners will be able to effectively communicate a change vision to stakeholders and lead the change process, managing resistance to ensure successful implementation.

How the thinking builds

1 Remember
2 Understand
3 Apply
4 Analyse
5 Evaluate
6 Create

An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

See Your Progress Grow Illustration

Manager, Change Communications

Change Management Frameworks (Prosci ADKAR, Kotter)
Strategic Stakeholder Analysis & Mapping
Narrative Design & Strategic Storytelling
Persona-Based Communications & Segmentation
Communications Measurement & ROI (Advanced)
Resistance Management Planning & Mitigation

This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Manager, Change Communications is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

Director, Transformation Communications (L6)
3-5 years in the Manager role

This is a significant step up, moving from managing a function within a business unit to setting the overall change comms strategy for an entire division or even the enterprise. You'll be a key advisor to VPs and GMs on all major transformations, with a larger team and budget.
- Defining enterprise-wide employee listening strategies
- Integrating change comms with employer brand and culture
- Leading large-scale crisis communication responses at a division level
- Advanced financial oversight for a multi-million-pound budget

Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, managing a change communications team means you're always juggling. You're trying to be strategic, coach your team, and still get important messages out the door. The good news? AI isn't here to replace you or your team; it's here to take the grunt work off your plate, freeing you up for the truly strategic stuff. Think of it as having an extra pair of hands, or rather, an extra brain, for your whole team.

For a Manager, Change Communications, AI isn't just about personal efficiency; it's about amplifying your team's output, allowing them to focus on nuance, empathy, and high-value strategic thinking. You'll be looking at how to integrate these tools to make your entire function more effective, faster, and more impactful, ultimately delivering better results for our transformations.

First Draft Factory for Your Whole Team

Imagine your team feeding a project brief or meeting notes into an AI and getting a solid first draft of FAQs, intranet articles, or even a manager's talking points in minutes. This means they spend less time staring at a blank page and more time refining the message, adding the human touch, and ensuring it truly resonates. You'll guide them on how to prompt effectively and review critically.

Sentiment Sonar for Strategic Insights

Instead of manually sifting through thousands of open-ended survey comments or intranet posts, use AI to instantly categorise themes, identify pockets of high resistance, and spot emerging rumours. As a manager, this gives you real-time, data-driven insights to adjust your strategy, proactively address concerns, and advise senior leaders on the true pulse of the organisation, rather than just anecdotal evidence.

Persona-Powered Messaging at Scale

You can provide a core message and ask an AI to rewrite it for five different employee personas – 'Make this more direct for an engineering leader,' or 'Make this more supportive and reassuring for a frontline agent.' This ensures your team's messages resonate across diverse audiences, saving hours of manual adaptation and ensuring consistency, while you focus on the overarching narrative and persona development.

Change Strategy Assistant & Best Practice Hub

Use AI to rapidly research and summarise best practices for communicating specific, complex changes. For example, 'Provide key communication challenges and best practices for a post-merger integration of two sales teams.' This helps you and your team quickly get up to speed on new challenges, validate your strategic approaches, and identify potential pitfalls, saving valuable research time and improving decision quality.

Common questions

How do you become a Manager, Change Communications?

Common routes in include From Lead Change Communications Strategist (2-4 years at L4), From Senior Internal Communications Manager (in a large organisation) (3-5 years in a similar senior management role) and From Senior Change Management Consultant (3-5 years at a senior consultant level). Times vary with prior experience.

Where can a Manager, Change Communications progress to?

This role can lead on to Director, Transformation Communications (3-5 years in the Manager role), depending on the skills you build.

What new skills matter most for a Manager, Change Communications?

Increasingly, AI-Powered Comms Strategy & Orchestration. These are the skills our record of this role lists as growing.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Automation Fluency module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.

Manager, Change Communications

Where should we send it?

Two short quizzes about you

Will AI change your work as a Manager, Change Communications?

What's rising in its place

AI-Powered Comms Strategy & Orchestration

Skills this role draws on

Technical

How you actually get there, here

From Lead Change Communications Strategist (L4)

From Senior Internal Communications Manager (in a large organisation)

From Senior Change Management Consultant

The credential is what you can do today. These are what keep you valuable.

Roles this leads to

One to one, on the work you already do

Everything else the record holds

The career path, and where it branches

Director, Transformation Communications (L6)

Where AI is starting to help

First Draft Factory for Your Whole Team

Sentiment Sonar for Strategic Insights

Persona-Powered Messaging at Scale

Change Strategy Assistant & Best Practice Hub

Common questions

Want a read on where you stand?