ROI Forum hosted by Twilio: Navigating A New Landscape of Uncertainty and Change
April 8, 2025
The speed and scale of change we’ve experienced over the past five years can feel overwhelming. Our latest ROI Forum, held at Twilio’s headquarters in San Francisco, brought together senior communication and HR leaders from Fortune 500 companies to share ideas and exchange best practices and insights for navigating this tide of confusion. Companies in attendance included Clorox, Grocery Outlet, Freshworks, Levi Strauss & Co., Lucid, Kaiser Permanente, PG&E, Qualcomm, Prologis, Sony Pictures Entertainment, Robert Half, and Webcor.
If the Shoe Fits…
We gathered in the Executive Briefing Center where Twilio hosts important customer meetings. The company has a unique tradition of asking customers to give them their shoes in exchange for a pair of Twilio-branded Converse Chuck Taylor All Stars. Customers get to take home a brand new pair of kicks, while their old shoes are hung on walls throughout the building as a reminder to employees and visitors that Twilio “wears our customers’ shoes.”
Given our Forum topic was focused on navigating change and uncertainty, this focus on empathy set an inspiring tone. We started the day by inviting attendees to share their communication compass, the one principle or strategy that always guides them through change.
Our Forum host, Erica Jacobs, Senior Director of Internal and Executive Communications, shared her own personal journey of navigating change at Twilio, which grew from a company of 600 to 9,000 in four years before condensing into the company of 5,500 that they are today. She shared a behind-the-scenes look into how Twilio communicates to its employees through changing landscapes that include restructurings, a CEO transition and now a highly dynamic policy environment.
A Calm Harbor in Stormy Seas
We then dove into a group discussion focusing on how internal communication leaders can successfully navigate a new landscape of uncertainty and change. ROI’s Kristin Brownstone led the conversation by challenging the group to view change as an opportunity. She shared a quote from Nobel prize-winning chemist Ilya Prigogine: “When a complex system is far from equilibrium, small islands of coherence in a sea of chaos have the capacity to shift the entire system to a higher order.”
Kristin then explored how internal communications can serve as an island of coherence in today’s sea of chaos:
- Clarify the Message: Break down complex ideas into messages that are clear and concise, use storytelling to make change relatable and provide consistent messaging to ensure alignment across all communication channels.
- Build Credibility and Trust: Back up claims with research, case studies or real-world examples, and build authenticity through transparency by acknowledging uncertainties and challenges. Partner with credible leaders, influencers or stakeholders who can amplify your message.
- Engage and Listen: Encourage feedback and discussion, and tailor messages to different stakeholders based on their values and concerns. Use visuals, videos and interactive content to make messages more engaging.
- Cut Through the Noise: Meet people where they are — whether it’s social media, internal newsletters or town halls — and prioritize signal over noise by focusing on what truly matters rather than adding to the information overload.
- Create a Movement, Not Just a Message: Make it easy for people to take small, meaningful steps toward change and foster a sense of belonging and shared purpose to sustain momentum. Celebrate wins to highlight progress and success stories to reinforce motivation.
The discussion continued with a deeper dive into how different participants can put these lessons into practice in their own companies, with insights that each participant could tailor across their own unique circumstances.
ROI Forums
The ROI Forums, which started in 2007, are events designed for senior communication and HR leaders who work in Fortune 500-level companies. These in-person events are hosted at client campuses and provide an opportunity for attendees to share best practices, exchange ideas, and discuss issues, trends and emerging needs.
In addition to the ROI Forums, we host events exclusively for ROI Partner Group members, including summits, lunches and coffee chats. Learn more.
Contributors:
Linda Pederson
Vice President, Interim Account Director
Linda is a seasoned communications professional with two decades of experience in internal and external communications, media relations, crisis management, and more. She excels in crafting clear and effective communication strategies, helping leaders simplify their message and engage both employees and stakeholders.
