What is strategy, anyway? Strategy is the framework for a business under which all goals, objectives, tactics and decisions are made. For example, if one of your strategies is profit growth by entering new markets, you'll then set:
- Specific goals (identify the target markets)
- Objectives (timeline, dollar value)
- Tactics (bid on RFPs, social media marketing, speaking at industry conferences)
- Decisions (who, when, how much you will spend)
The future of your business is exciting and interesting to your colleagues and employees--IF you talk about it in an exciting and engaging way. That's the difference between an executive who inspires first vs. one who merely informs. Save the information for a document and use your speech to get everyone on board.
Tips to do that:
1- Evoke a picture of the future--let's say 3 years ahead. Describe in great language the outcomes everyone will enjoy when the strategy is succeeding. This picture of the future needs to be a picture that every employee will enjoy, not one just investors and the media will approve of. Make it real to everyone.
2- Ask everyone to imagine their part in making these outcomes happen. This message can't be about sacrifice. It must be about the importance and value of their unique contributions. Talk about milestones that will be celebrated (as opposed to deadlines that must be made).
3- Talk about your own near term actions in order to get them inspired to participate with you. What changes will you make in order to put the new strategy in place? What's the first meaningful action everyone needs to take? How will you recognize these first steps? What's your plan for keeping momentum going for three whole years? Why this plan?
Sharing strategy successfully with your company is not about mind-numbing facts, figures, dollars, organization, and new policies. Strategy is about a future that is better than the present, so speak about it that way. When you've got a new strategy to talk about, remember to Inspire them First...Inform Them Later.
Let me know when you need my support to make this happen.