How to Communicate Your Strategy More Effectively

Communicate Your Strategy More Effectively

Strategic clarity accounts for 31% of the difference between high and low performing companies.

The more effectively you clarify, communicate and cascade your business strategy the more likely it is to be implemented as planned. But you may not currently be relying on the best way to pass along your business strategy. There’s new research that could point you in a better direction.

Remember the old-fashioned kid game where you communicated via tin cans and a string? And there was also that other telephone communication game where one child whispered to another who passed along the message to a third and so on. By the time the message reached the end of the circle, it was almost always unrecognizable from the original version. This example illustrates one of the risks of relying too heavily on the cascading principle of communicating your organization’s business strategy.

Several years ago a major 60,000 response study was conducted by Charles Galunic of Insead and Immanuel Hermreck of Bertelsmann to better understand how strategy could be most effectively communicated across the workforce. Here were the results…some expected and one quite surprising to us.

  • The strategy was better understood by higher-level employees, employees who were happily engaged in their jobs and who had an overall positive view of their company. This made sense. Engaged employees and those with a lateral view of the organization typically have an easier time understanding, digesting and implementing corporate strategies.
  • Long tenure at a company did not necessarily predict that the employee would “get” the strategy better than newer hires. This was interesting to us because some leaders mistakenly assume that newer employees need more hand-holding when it comes to strategic change and execution.
  • Job conditions, especially opportunities for further development and a clear career path, strongly affected how well understood and supported the strategy was among employees. We found this result interesting. It tells us that leaders should ensure development opportunities and career paths are adjusted and aligned with any strategic changes as part of the strategy communication and cascading process.
  • Confidence in top management was also a significant factor. This aligns with our organizational alignment and employee engagement research. You will know you are headed in the right direction when employees understand the company’s plans for future success, believe the organization will be successful in the future, understand how their job helps the organization achieve success and know how they fit into the organization’s future plans.
  • And, finally, here, from our perspective, is the unexpected result of the survey—direct managers play a far less important role in strategy communication than company leaders.

For those who seem to blame managers for employees becoming disengaged, less productive and at risk to leave, strategy communication and execution is a case where senior leaders need to take charge and play THE major role.

Employees like to hear about company strategy from those who are most in charge of crafting it and making it happen…firsthand, not second- or third-hand. Employees want to hear the real version from executive leaders. They want the straight, unadulterated version, not one that has been watered down and re-interpreted through the cascade of information dissemination. Senior leaders have the authority; they have the credibility; they are in a position to know; and they have the answers to employee questions because they are (or should be) the company’s business strategy experts.

Don’t rely on old-fashioned, unproven methods of communicating the strategy that will guide your company into the future. The message is too important to be garbled by ineffective messengers. Bring your executives in direct contact with the work force, ideally in a forum where questions can be asked. This is the way to ensure the right message reaches the right ears without the possibility of miscommunication.

To learn more about strategic clarity and communication, download The 3 Big Mistakes to Avoid When Communicating and Cascading Your Corporate Strategy

Comments are closed.

LSA is an instrumental training outsourcing partner in helping us to build management capacity and strategically invest in our people. Their flexibility, depth, and breadth of expertise allows us to deliver top quality solutions that are directly tied to key business plans. Their ability to custom design, deliver, and evaluate our Management Curriculum has been excellent. They are true business partners and a pleasure to work with.

Margaret M. Mader
Vice President, Human Resources

Hyperion

We signed up with LSA early on–as their 22nd Member! Since then, our organization’s learning needs have increased and decreased and increased again with the changing times. The beauty of the LSA business model is its flexibility…when we needed to supplement our own internal resources, we used LSA services knowing that we could depend on the outstanding quality of the leadership development and management training programs they provide.

Margie Bunting
HR Manager

Siemens-large-gray

PalmSource has found our relationship with LSA extremely beneficial. We worked closely with LSA to customize the right Management Training Program solution to meet our unique business needs. LSA is a quality organization, one that I’d recommend to any company looking for a first class training and consulting partner.

Ken Boehm
Vice President of Human Resources

palmsource-large-gray

We have been able to utilize LSA’s extensive network of top-notch resources to leverage our investment in employee development. The result has been the cost effective and highly efficient delivery of quality educational and management training programs.

Steve Feller
Vice President, Human Resources

demandtec-large

What a refreshing change from the half-baked psycho-babble you normally get from “training” organizations. LSA gives you the assistance you need to define and reach your goal, and then they give you a results driven plan – not just a temporary fix. They are great to work with, and even more importantly, they “get it!”

David Fiano
Vice President Human Resources

sonycomputer-large

SeaTel has found our partnership with LSA Global to be very valuable and beneficial. We turned to LSA to customize a supervisory/leadership solution to meet our needs. LSA delivered a customized top quality solution. I’d recommend LSA Global to any company looking for a best-in-class training and consulting partner.

Kortney Riddle
HR Manager

Cobham-large-gray

VNUS Medical has been very pleased with the effective management development programs that LSA Global has delivered for us over the last four years. The programs have been universally facilitated by experienced and best in class instructors. The knowledge gained by our management team has been put into practice very quickly. VNUS is very happy to be working in partnership with LSA because they consistently deliver excellent programs that receive exceptional feedback from our management team.

Cindee Van Vleck
Director Human Resources

VNUS-large-gray

Understanding and conforming to legal compliance was very important to our company. We turned to LSA Global to provide a quality and cost effective way to ensure that we were AB 1825 compliant. Their interactive eLearning program was top-notch. It allowed our managers to learn at their own pace, and on their own time. The program was tailored to include our logo and our internal harassment policies. It was interactive and met all federal and state legal requirements. I would highly recommend LSA Global to any company looking for an efficient and effective and top quality way to train their managers to be in compliance.

Kelly Warren, SPHR
Director, HR & Compliance

aeroprecision-large

We consider LSA Global our outsourced learning and development partner. We worked closely with LSA to customize a management development program to meet our growing business needs. I would highly recommend LSA to any company wanting to deliver quality learning solutions.

Terri Wright-Scheer
Vice President Human Resources

access-large

Working with LSA Global has proven to be extremely valuable and worthwhile. LSA understands our business, has deep expertise in content areas, and tailors the programs to deliver great results. The facilitator was extremely knowledgeable about Working Globally with India and her energy and passion made the session interesting, fun, and enjoyable for all that attended. The participants walked away extremely pleased along with highly useful practices and tools. I would highly recommend LSA Global to any company that has partners or offices in India.

Glenn McGillivray
Human Resources Business Partner

Intuit

We recently contacted LSA Global to assist us with a unique training request. We gave LSA a very short deadline and LSA custom designed a training program to meet our exact requirements within the limited time allotted to them. We found their facilitator to be well versed in the subject matter and very credible; the design provided practical and valuable information to our team of managers. I highly recommend LSA Global, particularly in the area of management training.

Julaine K. Souza
Senior Vice President

OldRepublic-large-gray

Avon’s success is dependent on strong relationships among our Customers, Representatives, Associates, and outside resources we hire to help us meet our business objectives. We were very pleased with the results from working with LSA Global to design and facilitate a custom program for our events management team. LSA demonstrated responsiveness, flexibility, and an innovative approach to working with us.

Deanna Rudnitsky
Senior Manager, HR Destiny Sales Region

avon-large

LSA’s Employee Engagement Consulting and Survey work has provided critical visibility into: how well our people are holding up under the general economic environment, as well as, the specific challenges that face biotechnology companies in their efforts to discover and develop new medicines; their level of alignment and commitment to XOMA’s Vision and mission critical strategies; how leadership practices and management systems support an environment that engender commitment, and the specific actions that our leaders can take to improve on areas that are important to our people. I highly recommend LSA’s employee engagement solutions.

Chris Wells
Vice President, HR and IT

Logo - Gray - Xoma

I continue to be impressed by the level of leadership development and management expertise and quality of advice and facilitation that LSA has to offer. What a smart and client-centric group of great people who really know how to help leaders attract, engage, develop and retain top talent.

Tracy Esposito
Director, HR Business Partner

sonycomputer-large

LSA exceeded all my expectations. We interviewed 7 potential training and consulting partners and selected LSA due to their expertise, flexibility, and breadth and depth of solutions. We were able to construct a management training course from the modules most appropriate to our needs, and are able to provide additional training from their well developed portfolio of experts. Our managers galvanized as a team throughout the session and are better prepared for the rigors of a competitive market.

Mitch Mandich
CEO

Edify

Evaluate your Performance

Toolkits

Toolkits

Download key published insights and tools from industry experts highlighting best practices in the areas of talent, strategy and culture.

More

Health Checks

Health Checks

Want to know how you stack up against leading organizations?  Receive a complimentary benchmarking analysis courtesy of an LSA Expert.

More

Whitepapers

Whitepapers

Get up to speed on timely solutions critical to your business. Published by LSA Experts based upon client feedback and key industry trends.

More

Methodology

Methodologies

First we identify the key metrics you want to improve. Then we assemble a dedicated team of elite experts who have successfully solved similar problems with similar clients.

More

icon_expert-blog

Blogs

Stay up to do date with the latest information on how we help high growth companies align their culture and talent with strategy.

More

Case Studies

Client Case Studies

Real world consulting and training approaches from LSA projects, providing insights on how your company can outperform the competition.

More