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communication, communication, communication the most important key to success in business leadership

Lee Froschheiser

Y o u h e a r i t a l l t h e t i m e …a s p i r i n g m a n a g e r s o r v i c e presidents want to know the most important key to an esteemed business leader’s success. Thinking the answer must be something like inspiring leadership, technological innovation, savvy marketing or far- sighted financial planning — all of which are important — their jaws drop when they learn the truth. Generally, a savvy leader’s success is directly tied to his or her ability t o f o c u s o n t h e b u s i n e s s fundamentals – the daily blocking and tackling that every company must master to be a winner in its field. Strong, effective leaders stress fundamentals like discipline, a c c o u n t a b i l i t y , s t r a t e g i c alignment, managing to his or her v a l u e s , a n d e m p o w e r i n g employees. Additionally, these leaders have mastered the six basic functions of management: leading, planning, organizing, staffing, controlling and communicating. But what’s the one golden thread

tying all those functions together — and the most important key to g r e a t l e a d e r s h i p ? C l e a r communication. Think about it … how do the best leaders motivate and inspire t h e i r p e o p l e ? T h r o u g h c l e a r communication. How do the best organizations promote discipline, a c c o u n t a b i l i t y a n d s t r a t e g i c a l i g n m e n t ? W i t h c l e a r c o m m u n i c a t i o n . A n d h o w d o market leaders sell their products and services? With compelling ads and marketing campaigns — in sum, b y c l e a r c o m m u n i c a t i o n . T h e point itself is crystal clear: In real estate the old cliché is “location, location, location.” In business l e a d e r s h i p , y o u p r e a c h “ c o m m u n i c a t i o n , c o m m u n i c a t i o n , communication.”

Good Leaders, Good Communicators

T h e re ’ s n o m y st e r y h e r e . R e g a r d l e s s o f w h e t h e r y o u ’ r e

talking about business, politics, spor ts or the milit ar y, the best l e a d e r s a r e f i r s t - r a t e communicators. Their values are clear and solid, and what they say promotes those values. Their teams admire them and follow their lead. L i k e w i s e , i f y o u w a n t y o u r c o m p a n y t o r e a c h n e w benchmarks of achievement, you m u s t m a s t e r t h e a r t o f c l e a r communication. So how do you do it? First, you must realize and accept that clear communication is always a two-way process. It’s not enough to speak clearly; you have to make s u r e y o u ’ r e b e i n g h e a r d a n d understood. To facilitate this, use t h e f o l l o w i n g t w o - w a y communication primer:

1 . P r e p a r e h o w y o u ’ l l communicate

• Clarify the goal of the communication.

• Plan carefully before sending it or meeting in person.

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• Anticipate the receiver’s viewpoint and feelings.

2. Deliver the message • Express your meaning with

conviction. • Relate the message to your

larger goals. • Identify the action to be taken. • Confirm the other person

understands.

3. Receive the message • Keep an open mind. • Identify key points in the

message. • Value constructive feedback

and use it to grow. • Confirm your understanding.

4.Evaluate the effectiveness of the communication afterwards

5. Take corrective action as necessary

Primers, of course, aren’t enough. You must go deeper and determine why internal communications are poor or ineffective, considering any p o t e n t i a l b a r r i e r s . O n c e t h e barriers have been identified, you’ll s e e w h e r e t o i m p r o v e . A d d i t i o n a l l y , y o u ’ l l i n e v i t a b l y realize the stakes are high when it comes to communicating — if you fail to do this properly, you can poison the atmosphere between you and a colleague, as well as your company’s morale. So the next time you’re drafting a letter, e-mail or policy statement, before you send it, stop and consider these c o m m o n b a r r i e r s t o c l e a r communication:

• Lack of respect by either party for the other.

• Poorly defined purpose for the communication.

• Failure to establish the best m e d i u m f o r t h e communication (e-mail and cell phones are NOT the best ways to communicate serious material).

• Assumption that the listener receives the message.

• Ignored emotions or sensitivities.

• Failure to get on the listener’s level of understanding.

• Intimidation by either party.

Once you’ve determined what’s preventing clear communication at your company, dig even deeper, asking key questions that relate to your business’ health such as: How d o y o u p r o d u c e s t r a t e g i c alignment inside your company? How do you get your team to actively buy into your business goals? How do you ensure that e ver yo n e u n d e r s t a n d s a n d upholds your company’s mission and values? Again, for each of these issues, the answer lies in clear communication.

Write It Down! In this high-tech, fast-paced world, it’s easy to overlook the value of writing down thoughts, intentions and even visions. Doing so, however, is a basic business strategy that enables clarity and purpose. What’s more, the process of writing a business plan can be more important than the actual document.

One great way to see just how effective writing it down can be is to always have three updated, c l e a r l y d r a f t e d d o c u m e n t s : a m i s s i o n s t a t e m e n t , a v a l u e s statement and a business plan. In f a c t , t h e d o c u m e n t - d r a f t i n g p r o c e s s n a t u r a l l y p r o d u c e s c o m m o n u n d e r s t a n d i n g , consensus, alignment and buy-in. I t a l s o p r o m o t e s c l e a r c o m m u n i c a t i o n w i t h i n y o u r m a n a g e m e n t t e a m w h i l e e m p o w e r i n g y o u r p e o p l e a n d g r o o m i n g t h e m f o r f u t u r e leadership. W h y i s t h i s s o c r u c i a l t o a b u s i n e s s ’ s u c c e s s ? M i s s i o n statements define who you are and w h e re y o u ’ re g o i n g . Va l u e statements are your compass, the n e e d l e k e e p i n g y o u f i r m l y o n course. And your business plan is the rudder steering your ship. F o r e x a m p l e , t h i n k a b o u t Thomas Jefferson and the other framers of The Declaration of I n d e p e n d e n c e a n d t h e U . S . C o n s t i t u t i o n . T h e y d r a f t e d documents that not only defined America and its mission, but also laid the foundation of ideals, principles, values and laws on which the nation operates to this day. And guess what? They didn’t just sit down one day and dictate it to a secretary. They worked the language and polished every word, over and over, and they used the p r o c e s s i t s e l f t o p r o m o t e a l i g n m e n t , c o n s e n s u s a n d collective buy-in. With words, l a n g u a g e a n d c l e a r communication, they launched a revolution. What’s more, on the

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shared values of liberty, individual e m p o w e r m e n t a n d c o l l e c t i v e prosperity, these visionaries built a nation of unparalleled wealth and economic gain.

Communication Is the Key B o t t o m l i n e , c l e a r c o m m u n i c a t i o n i s t h e m o s t i m p o r t a n t k e y t o a b u s i n e s s leader’s success. So to grow as a leader and manager, you must learn how to be an effective, compelling communicator. And if you want your company to succeed, you and your team have to master the art of clear communication together, as well. By using these and other strategies, you and your employees can reach new levels of leadership excellence.

Lee Froschheiser, president and CEO of Map Consulting (MAP), w o r k s w i t h m a n y p r e m i e r e business leaders and companies nationwide. Lee is also co-author of the best-selling book, “Vital F a c t o r s , T h e S e c r e t t o Transforming Your Business – And Your Life.” His consulting firm, MAP, specializes in transforming companies, and accelerates the performance of people, teams and o r g a n i z a t i o n s . C l i e n t s i n c l u d e WebEx Communications, Cold S t o n e C r e a m e r y, L o s A n g e l e s Clippers and KIA Motors. For more information call 1-888-834- 3 0 4 0 o r v i s i t

www.MapConsulting.com.