This is a very nice tool to put yourself in the shoes of people who will be affected by your significant change initiative.
Here you list behaviors which describe what people will experience more of and what they will experience less of when this initiative is successful. This is done from the perspective of those who are impacted by the end result which usually includes the customers and the users. Feel free to change these categories so they make sense for your initiative.
Do the best you can to articulate actual behaviors (e.g. shorter phone call times with customers) versus mindsets (e.g. improved quality).