Transformation. It’s happening all over. Companies are employing digital in everything they do, from products and services, to engaging with customers and employees.

Maybe you’re living this upheaval right now. If so, I’m guessing you’ve had some painful experiences, and you’re not running with open arms towards the future, which looks murky at best.

I want to share something with you.

I’ve been through change, and I’ve counseled leaders on transformation initiatives, too. One consistent thing has struck me about change: It’s a mess.

In one way, we’re gaining something-for instance, a new skill, career development, organizational competitiveness, a sense of community and shared experience. But in another way, we’re losing something. It might be a beloved communications vehicle, a time-honored tradition, or even colleagues or coworkers. Plus, we may feel the especially painful loss of our own self-esteem, when achievements that won recognition in the past are no longer appreciated.

But if you focus only on the sense of loss, you’re making a mistake. You’ll start to avoid the other elements of change–which is a danger for an Internal Communications expert. Avoiding or resisting change will inform your writing. And whether you’re preparing video scripts, FAQs, e-newsletter features, or snappy chats in your social channel, your content needs to invite and engage, without striking a note that hints at skepticism or leads to confusion. Granted, you may need to acknowledge loss, but that’s different from undermining gains.

Dig deep within yourself, recognize that change is a mess, and say, yes. By doing so, your writing and editing will flow better, and you’ll have the supreme satisfaction that you’re building something special and enabling employees to co-create a new and exciting work environment. That’s a very special role to play during a transformation.