Effective communications: a combination of four approaches:
1. Leaders who have to tell and retell a story over and over again should remind themselves to approach it with a “beginners’ mind” – and not lose sight of what it’s like to tell and hear the story for the first time. As Alan G. Lafley, former CEO of P&G notes, “Excruciating repetition and clarity are important – employees have so many things going on in the operation of their daily business that they don’t always take the time to stop, think, and internalize.” Paolo Scaroni, who has led three Italian public companies through major change as CEO of Techint, Enel, and Eni, agrees as he indicates the key to successful communications is “repeat, repeat, and repeat… throughout the organization.”
2. Ensure the message sticks by coining and relentlessly repeating language that is simple and memorable. Consider Walmart’s “10-foot rule,” which reminds frontline employees of the company’s customer service aspiration: whenever you are within 10 feet of a customer, look them in the eye, smile, and ask how you can help. At Microsoft, at the end of every meeting the question is called as to, “Was that a growth mindset or a fixed mindset meeting?” This acts not just as a reminder of the desired shift, but also prompts the act of continuous learning that a growth mindset is meant to manifest. As Willie Walsh, former CEO of British Airways, explains, “The simpler the message, the easier it is to deliver. The simpler the message, the more likely it is to be consistent. The simpler the message, the easier it is to control and manage the communication.”
The language not used can be just as powerful as that which is. When Australian telecommunications and media company Telstra wanted to improve internal collaboration, it banned people from using the word “they” in conversations about other teams and unites to remind employees to work as one organization. Posters proclaiming, “no ‘they’,” like the one below appeared everywhere, and people started to call attention to references to “they” and “them” even in casual conversations.
3. Move from “telling” to “asking.” This has the benefit of also leveraging the “lottery ticket” effect to build ownership. With this technique, even chance conversations can be put to good use. At Emerson Electric, CEO David Farr makes a point of asking virtually everyone he encounters the same four questions: “How do you make a difference?” (to find out whether people are aligned on the company’s direction); “What improvement ideas are you working on?” (to emphasize execution edge health recipe); “When did you last get coaching from your boss?” (to probe on the people development management practice); and “Who is the enemy?” (emphasizing collaboration – the right answer is to name a competitor and not some other department!). This sends a clear message that these issues matter. If employees don’t have good answers for you right at the moment, you can bet they will when they are asked next time.
4. Ensure the story doesn’t just come from leaders and instead is reinforced through as many channels as possible: speech, print, online, actions, symbols, rituals, and so on. Using multiple channels reinforces the consistent message…. The most progressive two-way communications programs take what’s known as a “transmedia” approach – not just telling the same story through multiple channels but telling different aspects of the story through different channels that all add up to the integrated picture in ways that otherwise wouldn’t be possible to build.
