Reflections on #iabc19

This week 1,400 business communication professionals from 42 countries descended on Vancouver for the IABC’s annual world conference. I’ll skip past talking about the amazing city, scenery, people, culture, and food in Vancouver as anyone who has been knows that. And for anyone that hasn’t, just trust me that you need to go.

For me, IABC is the benchmark for everything a conference should be. Superb content, inspirational keynotes, networking aplenty and a non-salesy exhibition. Its secret weapon though is its relaxed environment that encourages professionals to step outside their comfort zone to share stories, present views and challenge conventional thinking. All with the ambition to improve the business communication profession.

This was my fifth world conference and the third time I’ve made it through their rigorous selection panel and presented my views (this year I proudly co-presented on the ‘9 Hallmarks of a World Class IC Function’ with Lee Smith – more to follow on that next week). 

After re-reading the pages and pages of scribbled notes I made during the 4 days and 11 session I attended, here are the key learnings ringing in my ears. 

1.    Stop looking at “change” as an initiative. 

In the last decade the business world has changed at a frightening pace. Despite being the fastest rate of change that we’ve ever experienced, it’ll be the slowest we’ll ever know. Change is constant. Change is the norm. And change is necessary. Businesses have to evolve to stay relevant and to meet their customers where they are today, and where they'll be tomorrow.

I’m often asked to help communicate a “change management initiative” - often related to saving money, more people around, evolving culture. We need to change the optics and see communication as an enabler to keep stakeholders aligned and engaged with the constant evolution. Change is never a ‘one and done’ exercise.

2.    Be present. Listen to learn. And stop trying to multi-task.

The most ironic moment of the conference came when I was sitting in a session, trying to listen to the presenter at the same time as sending an email. We’ve all done it!

The irony was because the presenter was sharing proof that biologically we can’t multi-task. So, I put my phone in my bag and I intently listened to the rest of the session – and every other one after.

It was a stark reminder that we need to be present. Almost every task in business requires us to be present and focused – whether it’s contributing to a meeting, listening to someone to learn, having a conversation, doing email.

In the same session, I learned that 25% of people check their phone in the shower. And 10% have checked it during sex. If you’re one of these people, please stop it. It’s weird. 

3.    Give leaders proof.

It's a common scenario... a communicator presents a new idea to the leadership team, only to be shot down by the CEO. “If you bring your opinion to the table, I’ll use my own. If you bring facts and stats, I’ll listen”. You could argue that this arrogant (or ignorant) behaviour is the reason why some businesses flounder… but the reality is that leaders have to make decisions about what a business should or shouldn’t be doing every minute or every day.

Leaders need help to understand the correlation between communication – employee experience – consumer experience – and profit. You can’t have one without the others. The challenge lays in how we, as communicators, present the business case for why investment is critical – be it in time, money, people, infrastructure etc.

We won’t win over leaders if we focus solely on outputs – like creativity, channels and messaging. That’s all important, but the data points, desired outcomes, organisational efficiencies and behavioural changes that will be driven by the communication that is what leaders need. 

4.    Tell sticky stories.

Storytelling is the hottest buzzword in the communication industry right now. And for good reason. Stories have connected people for all of humanity. There’s nothing that unites and inspires people more. Unfortunately, corporate communications often lack the basic principles of storytelling.

People don’t want (and won’t read) corporate drivel. I could talk about this forever but, for now, here are the two points that jump out most to me:

• The idea that people are too busy and just want the six second sound bite is simply not true. People want to learn. Context, personality and authenticity matter more than squeezing info into a sound bite.
• For a story to land it has to come from a place of trust. And trust is built through emotion. Businesses need to communicate from the heart. Reveal weaknesses, talk about vulnerabilities, share challenges and stand up for what (and why) you believe in what you do. 

5.    Step up and own it.

The best session of the week was the closing keynote. Founder and Group CEO of Karrikins Group, Peter Sheahan is known internationally as a top-rated keynote speaker, innovative business thinker and thought leader. A big billing, and he didn’t disappoint.

In his session he laid out the contrasting fates of businesses like Dominos, Nike and Sony. Dominos and Nike have a mindset to embrace and own their changing marketplaces. Sony didn’t – and is still playing the price now. (How many people go for a run with a mini-disc player strapped to their arm?).

It took bravery for the CEO of Dominos to openly admit that “our pizzas taste like cardboard, but we’re going to change that”. And Nike’s confidence to choose Colin Kaepernick as the face for their “Stand for something. Even if it means sacrificing everything” campaign is something that still gives me goosebumps.

Bold moves, absolutely. But people want to work for, work with and invest in businesses that stand for a higher purpose and are relentlessly determined to make that happen.

Peter left the stage with the challenge for the profession to step up and own it. “There’s never been a more important time to be in communication. It is the glue that keeps businesses authentic and relevant.” I love it.

Communicators we have an 'Access all areas' pass into all parts of the business. We have the ability (and responsibility) to work between the traditional siloed operational team and share insight and stories that unite the workforce, customer and shareholder.

That’s communication adding real power and value to a business. 

Next year the IABC will be in Chicago. I’ll be there for sure. And if you’re a communicator, you should be there too. Irrespective of your specific role (PR, external, internal, brand, digital, list goes on forever…), you won’t regret it.