Political Communication and Change with Jan Steiner
On the interaction between change and political communication.
Fitting for the season, our final guest of this year’s Coffee & Cigarette series comes from the mountains. The charming Engadine resident by choice shares how he has successfully guided the inspiring and future-focused high valley through changes for years. And how, during intense phases, he manages to maintain the necessary calm – while bringing the most diverse stakeholders along on the ‘journey’.
«A strong product is better than any marketing.»
It’s essential to understand the product as a whole – something Jan Steiner firmly believes in. Equally important is the ability to not just adapt to change, but to truly understand what this transformation means for those affected. If a radical shift is on the horizon, it’s critical to provide reassurance across the board. Clear communication, both internally and externally, becomes indispensable during this phase. After all, nothing stands in the way of positive change more than uncertainty or fear. While it’s vital to acknowledge these concerns, the greater priority is to establish a clear, compelling vision – one that people can actively engage with and see themselves in.
«Knowledge inspires. Action transforms.»
Desires must not only be identified but truly understood. When this is achieved, intrinsic motivation emerges, driving new projects forward step by step in a sustainable way, ultimately ensuring long-term success. «When collaboration works and people are convinced that they are part of the bigger picture, they take action,» Jan Steiner believes. Whether he’s working with an employee, a mountain farmer, or a municipal president, he sees himself as both a motivator and a coordinator.
Another important topic for Jan Steiner is sustainability. He advocates for a holistic understanding of it, as sustainability cannot be limited to ecology alone. Especially in a geographically less central part of Switzerland, it is crucial to ensure that the economic and social components are also in place. The key lies in finding the right balance.
One thing is clear: the scarcity of snow will continue to reshape winter tourism, and with it, the Engadin – change processes are inevitable. The concept of «culture as the new snow» is something he and his partners in the region aim to complement with a stronger focus on deep health tourism. However, Steiner sees his role not only as an entrepreneur but also as a political actor. He wants to take responsibility, set the course for sustainable tourism, and actively bring the region’s interests into the political debate.
Our Change Guide provides further valuable tips on how to position your messages effectively during turbulent times of transformation. For guidance on successful communication in the public sphere and under constant scrutiny, refer to our Political Communication Guide.