Communicating Strategy: so people get it, contribute to it, and execute it.
“Communicating Strategy”, Author Phil Jones.
To buy the book, (buy Communicating Strategy) Available from Amazon and Gower
To read the Communicating Strategy blog posts:
Communicating Strategy blog posts
Do you want to?
- Substantially improve how well your strategy us understood?
- Maximise your chances of delivery and make sure your strategy actually happens?
- Get the maximum engagement and contribution from your people?
- Socialise your strategy, so it becomes part of your culture?
Then Communicating Strategy is for you…
Communicating Strategy – The Book
The book was written to address a gap in the market: There are lots of books about strategies for communication, but far fewer about how to communicate strategy specifically. The book came from listening to strategy being communicated, and being involved in the planning and communication of strategy over 20 years. This included consultancy and line management experience, with many diverse organisations, across the world.
Communicating Strategy is published by Gower . You can read the book, learn more from our newsletter, and contact us directly for training, talks and consultancy advice.
Obviously its nice to browse a book before you buy. You can download chapter 1 here. You can find the contents list here. If you would like chapter 2, then subscribe to the newsletter and we will send it to you. To find ways to buy the book, then go to this page.
If you are looking for a strategy communication plan, the very last chapter gives you a format and guide to writing one. It is the last chapter because it refers to all the previous chapters which describe how to prepare and think about that communication plan.
How Communicating Strategy can help you
“Communicating Strategy”, helps you plan and communicate your strategy more effectively. It explains how to think through the design of the communication of your strategy and gives you techniques that ensure people get your message, engage with it and contribute to your strategy.
It has a very simple premise: All plans should be burnt. Instead, the more people understand and engage with your strategy, the more they can help you deliver. However, that requires a clearly presented ideas and a compelling message, communicated effectively. One that is relevant to them and helps them understand how they can make a difference. That is what Communicating Strategy is about.
Communicating Strategy helps you communicate your strategy so people get it logically, care about it emotionally, and know what they have to do about it, actually. It is not just about what people know, it is about how they feel, their commitment and what they believe, that makes a difference.
Research suggests that, in most organisations, only 5% of the people understand the strategy. (We don’t believe that figure, but even if it is out by a factor of 10, that is still half that don’t get the strategy) Communicating Strategy gets your strategy across to the rest of your people.
Without this book, your strategy may languish in plans or in your head. By applying this book you will get your strategy into people’s heads so they are understand it, into their hearts so they are committed to it, and into their hands so they are executing it and making it happen.
This book, Communicating Strategy, addresses a space in the market.
What will you learn in Communicating Strategy?
Overcome the ten major blocks to Communicating Strategy
Communicating Strategy addresses “Ten heresies”. Heresies that will challenge your thinking and beliefs about people in organisations and communicating the strategy. Heresies that cause organisations to have so few people that understand the strategy. Heresies that you can unlock.
Be sure you are reaching the right people
If you want to engage people you have to reach them. Communicating Strategy helps you think through who are the right people, what state of mind are they in at the moment, and what you need to do to change that.
Have a compelling strategy to tell
Communicating Strategy has a chapter dedicated to making your strategy compelling. This includes proven techniques for engaging your staff, describing the various aspects of the the strategy in a way that engages people and ensuring you communicate the message with integrity.
Communicating your strategy outside the organisation
People outside the organisation also need to know about your strategy. Communicating Strategy provides tips and tools to help you develop the compelling strategy for your customers, investors, stakeholders, regulators, suppliers and other external bodies.
Make sure your organisation is saying the same message as you
Communicating Strategy contains a chapter dedicated to aligning the organisation behind the message of the strategy. You would not want to put all your effort into communicating the strategy, only to find that the other parts of the organisation are working against you. The Aligned organisation provides a checklist for ten major areas of the organisation to ensure the message it sends out is congruent with yours.
Avoid mistakes. Learn from the success of others.
Communicating Strategy is based on over ten years’ work communicating strategy in a whole variety of organisations. From FTSE100 and International Financial organisations, through to SMEs and dot.coms. Across the Public sector as well as the private sector. Communicating Strategy contains stories, case studies and anecdotes from a whole variety of organisations, situations and strategies.
Learn how to tell a compelling story of your strategy
Communicating Strategy contains a chapter specifically on telling the story of your strategy. How you can develop the stories that get your message across. How to tell the story of the strategy in a compelling way, so it engages the maximum number of people. How to choose your language so its matches that of the organisation.
Maximise the quality of your the feedback you get
It is not just about telling other people. It is about engaging them in a conversation. It is also about listening to the feedback and reactions you get. Communicating Strategy specifically addresses how to maximise the feedback so you can create a better. more compelling, message.
Overcoming historic cultural blocks
In some organisations the culture may have switched off and discouraged feedback in the past. Some organisations suffer from change fatigue. To help you overcome this, Communicating Strategy provides specific advice on diagnosing, identifying and unlocking such blocks, so you can be sure that people are listening this time.
Are you serious about communicating your strategy and engaging your people? Then, what next?
If you are serious about improving how you manage performance, and changing behaviours, then get in touch.
Learn more through the book…
You can read the case studies of our work with clients, or the many articles in our blog. You can learn about the techniques in the book.
But to really find out how we help clients, you’ll have to talk to us….
…or through our Strategy Communication Services
To explore how you could make sure your people get your strategy…and make a difference to your results…
whether you are after strategy communication training or consultancy support…
…simply contact us