Session Abstract: Business leaders understand the importance of adopting zero trust models in an ever-changing cyber threat landscape. But getting users on board, whether enterprise or consumers, can be a different story. Zero trust often changes the way users interact with system components through stronger authentication, tighter access control, stricter device and data governance, and more. Users may struggle to understand new usage patterns, leading to help desk floods, frustration, and attempts to circumvent security measures. This session will provide best practices from real-world change management experiences, giving guidance on how to communicate with users in plain language about the importance of the changes they are seeing; how to emphasize the benefits of your approach; and how to prepare your organization for a smooth transition. The first half of the session will focus on enterprise users, and the second half will focus on consumers.