Listen to me...

Good morning and welcome to the 956 Subscribers to Article 5. Last night I did some analysis and discovered I was Subscribed to 238 LinkedIn Newsletters but couldn't understand why I never get any updates.

I looked through the 238 Newsletters and was shocked to discover 95% had 2 or less Articles. We have now created Article No. 5 together and we are already in the Top 5% of Newsletters that I am aware of. Well done folks.

Check out the new Podcast Website Transform Finance with Michael Ryan

As you know, the Irish are a nation of story tellers and we can weave a great story equally well by a fireside, a cosy Pub snug or from our Television screens. I noticed last night that 5% of our Subscribers are from the Media Industry, they write professionally or appear on screen and you are welcome to join all the Finance people because we need your help.

The transformation of a Finance function, any back office function or indeed the entire business really comes down to messaging.

What are we trying to achieve (the Vision), how are we planning on achieving it (the Plan) and what do we need YOU the user to do (Change Management). In every walk of life from Politics to Business this is the 3 step waltz to success. Despite us all knowing this, do you know how many major Change Programs are delivered on time and to budget? Don't scroll, guess?

Yes you were wrong, its less then 3%. A staggering statistic when you consider the level of investment in money and resources, just think Man Utd for the last 10 years. Does that mean the thousands of professional Transformation Leaders are rubbish or do we have something to learn about landing our message?

I think we do. Hands up, 'its a fair cop Guv' 25 years at this game and I can never predict with certainty what will be the reaction when I communicate. Why is that? Because every individual learns and absorbs information differently.

I once heard someone describe running a major Change program as riding a contrary elephant blindfolded with no parachute. All a Transformation Leader can do is set clear direction, provide strong leadership and deliver the 'right' message, again and again and again.

In this day and age we are bombarded with messaging as we commute to work from our apple watch, the station billboard, the announcer, your phone, your laptop, your tablet, the Sky screens when you reach the foyer. It is non stop from all angles.

Our attention spans have diminished massively we skim read everything, nobody reads broadsheets anymore (?), we note Podcasts but don't listen to them, we see a great Video thumbnail but we don't watch it. We are so overloaded with information touchpoints, its no wonder the mental health of half the planet is on the edge.

How do we combat this at Program level? How do we land a vital Message to all impacted staff? Do we text or WhatsApp them? No.

Do we email them everyday? No. Do we make Videos and share them? No.

We are professional Change Managers and we know we can't get you to do something by telling you, we know we can't force you to Change and we know that motivation is fleeting. Think Man Utd v Liverpool and then the same team two weeks later v Brentford.

There are 3 approaches that work well in my experience.

Number one for 25 years has always been to regularly visit the people you want to Change or impact by a Change you are leading. It shows respect, willingness to listen and demonstrates at a human level that you wish to forge a relationship. You can deliver a major Change Program via Teams but you will not succeed at it.

Secondly, is the message itself. Keep it simple and use images to evoke a response. Use imagery and position that message so that it is subliminally reinforced casually during the working day throughout the Office and on all Project Materials.

I like Programs to have Logos, Branding and Messaging just like it was a start up business. Land that message, repeat that message, embed that message in their heads, over and over and over again.

I will give you 2 examples. One Client last year wanted to send 30K suppliers a Welcome Pack. Onboarding, Contracting, Terms & Conditions, PO Policy, etc all the means to ensure a large process ran smoothly for both the Client and their Supplier base. Boring right? All the Media people yawned, I can tell.

I gathered the data and put all the effort into the Cover - the Cover at Magazine quality level evoked such a warm feeling upon receipt it was a massive success. it is a picture. This landed the message, even an 'administrative' message.

At another Client I asked the team to design a Logo for their Program. Up stepped this young chap former Bulgarian army conscript and part time artist. The result was outstanding. Motivation for the team, recognition for the individual and message landed. If you visit people you might discover they can craft the message better than you. Go visit people.

What is the third thing I recommend? You won't get me to say that on the Podcast as all Irish people struggle with 'th's. Before you attempt to change another person, change yourself first, see how tough it is and learn from that.

I won't bore you with the 30 days to form a habit neuroscience just look up Mark Vincent and he can teach it to you better then me.

Think you can land your Message now? If you still don't then check out City AM and read all about that Bank Ad today or drop me a DM and I will help you.

You can Share this Newsletter by the way as you are a Subscriber and I will continue to pepper my articles with useful LinkedIn learning points so that we all prosper. Interesting, when is the last time you Shared a Newsletter...

Cheers,

Michael.