There are a few things you can count on in life: death, taxes and technology will change. Yes, technology shifts will inevitably arise, and business leaders may find themselves having to communicate a message to customers that is contrary to what they said before. Maybe your core technology has focused on a particular technology for solving a problem and you are developing an alternative technology to solve the same problem. Maybe you will acquire a company that offers complimentary technologies to round out your portfolio. Examples abound. Lubrizol sold CPVC plumbing pipe and later developed technology for PEX plumbing pipe, an industry alternative it had previously sold against. HP is known as the leader in Indigo printing presses but has since launched machines utilizing inkjet technology. In both cases, the additions of alternative technologies broadened the markets these companies served. They also required team members to support the sale of these technologies when previously they sold against these technologies. This shift requires both internal and external communication to get current team members and customers on board. This article discusses how business leaders can communicate technology shifts with impact and integrity when they inevitably arise.