Strategy Communication - Avoiding "Same Old, Same Old"

When I spoke at Minnesota Manufacturing Group earlier this week, there were a lot of really good questions.

One was how to avoid the reaction of "Same old, Same old" - when the strategy is met with eye-rolls, muttering, and the attitude "This, too, shall pass" or "We can just wait this out - no need to change a thing!"

The reason so many have seen this reaction is that it works.  When an organization's leaders don't have the guts or genius to create a meaningful strategy, or lack the discipline to pick one and stick with it until it works, strategy can easily become a "flavor of the month."

Why's that so bad?  Well, for one thing, it increases organizational cynicism, a highly toxic force in organizational life.

For another, it stimulates or re-inforces lack of confidence in the leaders, since creating strategy, communicating it in ways that matter, and leading its execution is some of the most important work leaders do.

Especially when times are uncertain and challenging, communicating the vision in a way that reaches people's hearts, communicating the strategy in a way that makes sense - again, and again, and again - is a leader's most important work.

So, how to avoid the shrug reaction?  Several key points -

Reach hearts with a high goal.  The vision part needs to be a worthy cause, something that engages employees by seeing that this work makes a difference.

Challenge minds with an ambitious target.  People are motivated by a goals that are not too easy and not impossible.

Engage people with goals and problem-solving.  At all possible levels, set goals that align with and contribute to the strategic plan, so that everyone can see their part in achieving it.

Over-communicate the vision and plan, at all times, to all stakeholders.  When you think you're wearing it out, you might just be getting started!  Great executives can always communicate the objective, scope, and advantage of the strategy - and do!