The Communication Challenge in Strategy

One of the most challenging aspects of strategy is communication. Not just communicating "the strategy" so that people get it, but communication in general and throughout the process of developing and implementing strategy. And not just one-way, as in "telling," no, two-way with a special emphasis on listening. These six practices help.

The Problem

So you have your shiny new strategy, but somehow its execution is a mess—if it happens all…

Recognizable? Then most likely communication is a critical cause of your failing execution. To resolve this and get your strategy executed, you will need to significantly step up the volume and quality of your strategy communication.

The problem with communication in strategy is often:

1. Too late: communication only after a strategy has been developed. You need to start much earlier
2. Too little: not enough communication, just once of few times, while you need a continous flow of communication
3. Too vague: not clear enough, only high-level stories of which it is unclear what the consequences are for people
4. Too top-down: only top-down, sending type of communication, while listening is key as well

The result: unengaged, uncommitted, and confused people. And no strategy implementation.

How to Do Better: Six Best Practices

To see how you can improve our communication in strategy, Alex Brueckmann has put together an informative set of six best practices in a LinkedIn post that he shared earlier this year. These are the six best practices:

OVER-COMMUNICATE

• Provide regular updates to ensure everyone is informed and aligned with the strategy.
• Encourage dialogue and feedback loops to address uncertainties.

INDIVIDUALIZE and listen in 1:1s

• Tailor communication to individuals' needs and give space to process.
• Understand individual perspectives and concerns.

Use TEAM meetings to go deeper

• Shape collective understanding and terminology.
• Address rumors and provide answers to burning questions.

Make strategy a topic EVERY DAY

• Link it to daily tasks and decision-making to reinforce alignment.
• Relate everyone's work to strategy to create a sense of contribution and accountability.

MASS communicate face-to-face & digitally

• Use every possible platform and a variety of media.
• Ensure consistent messaging.

Use Storytelling to MAKE IT STICK

• Illustrate the journey, challenges, and successes to make strategy relatable.
• Address hearts and brains to inspire commitment.

I love this list as it resonates exactly with how I look at the role of communication in the human-centered approach to strategy that we train at Strategy.Inc. I like #4 in particular. Making strategy a topic every day, and part of everyone’s job, is such an important aspect of successful strategy communication and execution!

Bottomline: Constant Enquiry + Advocacy

The shortest way to summarize these six practices is that you need to engage in a constant process of Enquiry and Advocacy—and in this order. Enquiry to find out what people's issues, ideas and insights are and to get them on board from day 1 on; Advocacy to share and explain the strategy so that people understand it and can embrace it.

How? Follow the six best practices and don't overcomplicate things. Communication shouldn't be hard. We are all born as communicators; it's part of who we are and how we live our lives. Somewhere down the road we've either forgotten or unlearned how to effectively communicate. So, flip the four problems I started with and communicate timely, sufficiently, clearly and in a two-way manner.

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If you are looking for a way to improve strategy and implementation through a human-centered approach to strategy in which communication is center-stage, then have a look at our Certified Strategy & Implementation Consultant (CSIC) Program. In just 16 weeks you learn a completely refreshing human-centered approach that resonates and sticks. See www.strategy.inc for all information and registration.

Further Reading

• The Hardest Thing in Strategy
• How To Communicate A Strategy That Sticks
• The Real Impact of a Lack of Strategy
• What Great Leaders Say To Create Psychological Safety
• What Is A Good Strategy?