Many executives are perplexed when their message doesn’t translate into action. They are dumbfounded by the lack of “retention” that exists up and down their organization.
Most executives feel like they have communicated the same message over and over again … and it still does not translate into the desired action or outcomes. For your message to convert into desired actions, you must communicate in phases. You need to deliver the message with the strategic intent of moving your audience from:
Context: What is this about and why is it important?
Understanding: What does it mean for the company, our customers, etc.?
Internalization: How does this impact me and why should I care?
Application: How do I apply this in a meaningful and relevant way in my job?
Operationalization: How does this change the way my team operates moving forward?
The core message remains constant; it is simply wrapped in a story that is intentionally designed to move your employee from one phase to the next. And, just to be clear … no, you can’t move your audience through the learning and adoption curve by addressing all of these in one long message.
This leads us to the second key to success: Persistence.
Most executives underestimate the sustained communication effort required to translate a message into consistent action. Whether it pertains to changes in the business model, new offerings, strategic initiatives … most CEOs are communicating messages that are critically important and many times complex. That’s why you must realize that your employees are inundated with messages every day … from every direction. Persistence is the only way you will get your message across.
Many factors come into play with respect to communication repetition and frequency. The complexity of the message; the hierarchy of your organization; the number of unique audience segments you must reach; the measurable results that are actually being attained, etc. So, the next time you plan to activate strategic initiatives, share critically important messages, or change the mindset of employees across your organization – ask yourself …
Where is my organization on the learning and adoption curve?
What is my strategic intent with this particular message?
What repetition and frequency is required to achieve our desired outcome?
Speak with our experts today to learn how we can help you translate your story into the actions and outcomes you want to see in the business.
That’s Your OnMessage Minute.
