These days it seems harder than ever for leaders to communicate their message. There are a host of voices clamoring for our peoples’ attention. The phone is ringing, there are conversations around the coffee pot, and they get continuous updates on their smart phones from Facebook and text messages from friends. On-line media provides short sound-bites that help shape their opinions on everything.
Meanwhile, we hold monthly town halls, send out newsletters or emails, hold occasional focus groups and wonder why our episodic, sporadic efforts don’t get the message across. What is the one right method? What should the message be? It is true that some of our people just aren’t listening. But the onus is on us to tell the story in a way they’d want to hear. It is even more important in an organization or industry that is under stress. And in these tumultuous times, which industry isn’t? Ultimately, it means we can’t just do one thing. We have to do everything.
The motive.
Simon Sinek in his book, “Start with Why” stresses that the underlying core strength of the most successful corporations is a clear sense of “why.” The notion of why has to be believable and must inspire action from the members of the organization. The job of the leader is to believe, understand and communicate why. “Energy motivates,” Sinek writes, “but charisma inspires. Charisma…comes from clarity of WHY. It comes from the absolute conviction of an idea bigger than oneself.” Communicating “why” is the work of the leader. “The CEO’s job is personify WHY. To ooze of it. To talk about it. To preach it. To be a symbol of what the company believes. They are the intention and WHAT the company says and does is their voice.” The message must clearly communicate “why” to the intended audience. President Ronald Reagan was called “the Great Communicator.” He once said, “I am not a great communicator, I just communicate great things.” Great communication starts with why. Continue reading