Communicate to captivate: Elevating strategy execution success

Deprioritize strategy communication at your peril.

Bill Gates once said, "Like a human being, a company has to have an internal communication mechanism, a 'nervous system,' to coordinate its actions." The unfortunate truth is that research shows that 70% of employees are unclear about their organization's strategic objectives, leading to misalignment and confusion about priorities. Furthermore, a survey by HR specialists Towers Watson found that companies with highly effective communication strategies experienced a 47% higher total return to shareholders over five years than those with less effective practices. Poor communication can lead to disengaged employees who feel disconnected from the organization.

Poor communication can also create fear and uncertainty among employees, increasing resistance to change initiatives. Studies by strategy firm McKinsey & Company indicate that 70% of change initiatives fail, often due to employee pushback stemming from a lack of clear communication. In addition, McKinsey found that organizations with effective communication are 25% more likely to elevate performance and make better decisions faster.

In an age where agility and flexibility are paramount, unclear messaging leads to misaligned objectives, disengaged employees, resistance to change and poor productivity. If leaders fail to prioritize transparent and effective communication from the inside out, they risk their strategies' success and the future of their organizations. In a world where every misstep can mean the difference between thriving and merely surviving, addressing communication gaps is no longer optional—it's vital for strategy execution success.

When leadership leads with clarity, strategy communication captivates with impact.

In my experience, effective strategy all starts with strong leaders. My latest book Outside In, Inside Out, highlights a strategy framework that defines what, why, and how of each component and additional considerations. That may seem easy to follow, but only influential leaders who communicate exceptionally well with clarity can bring it all together. They function as the glue to ensure the connection points occur, steps are integrated, and a balance between strategy development and execution—and the outside-in and inside-out framework overall—is achieved.

From what I've learned, to stand out everyone in an organization, from the top down, needs to be on the same page. It is up to leaders to ensure that all objectives align with the strategy and that everyone works toward the same goals. This alignment process also supports feedback, brainstorming, and other forms of communication collaboration to drive buy-in and engagement. By involving stakeholders, a strategy becomes more inclusive and considers diverse perspectives.

This means that it is the responsibility of executives to cascade the strategy down to all levels of the organization. This includes specific actions and initiatives that each department and team should adopt to support the strategy. Furthermore, monitoring progress against the strategy throughout the implementation is essential. Business performance, scorecard management, and governance are critical in tracking through thoughtful and strategy-aligned KPIs, progress reports, and stakeholder feedback sessions. This helps leaders identify areas of success and areas that need improvement, allowing them to make strategic pivots and new choices in real-time, as required.

The seamless connection and integration of the different components of the strategy are also vital to ensure people work together and can cross team boundaries easily. It requires close coordination and clear communication and should be supported by organizational culture and behaviours.

But leadership is just the beginning. The absolute mastery of strategy communication lies in a few additional elements.

According to a report in the Harvard Business Review, most people can't recall the strategy of the organization they work for. Even the executives and managers responsible for strategy struggle, with one study reporting that only 28 percent could remember three strategic priorities. The solution, I always say, is to communicate, communicate, and communicate some more. As part of strategy development and execution success, leaders must clearly and consistently keep all employees informed. The message should include the strategy's goals, objectives, and rationale. When communicating a strategy to different stakeholders, it is essential to consider their specific needs, interests, and perspectives.

Over my years of exposure to strategy, I've realized how vital it is to understand your audience, especially in strategy communication. Identify the stakeholders and their level of interest or influence in the organization. This will help you tailor your message and uncover that each stakeholder group will have its own goals and interests about which its members are most concerned.

When communicating the strategy from the inside out, it is also vital to use appropriate language and anchor the benefits of the strategy. Effective communication is transparent and authentic. When you succeed, it will help build trust with employees and other stakeholders and ensure they are aligned with the strategy and invested in its success.

The vital elements to achieve effective communication of strategy include:

1. Clarity of purpose – It's essential to clearly articulate the strategy, including its objectives, value, and how it aligns with the organization's mission and vision. Airbnb uses storytelling to communicate its strategy. Their well-known "Belong Anywhere" campaign reflects the company's mission, fostering emotional connections with employees and customers. Regular internal communications share stories of hosts and guests, reinforcing the strategic vision and creating a captivating emotional connection.

   
   

2. Consistent messaging - Ensuring that all communication channels convey the same message helps avoid confusion. Regular updates and reinforcement of critical messages support ongoing persistent focus. For example, Coca-Cola is known for its consistent and cohesive messaging. Their "Share a Coke" campaign is a prime example, where the same message of personalization and sharing was communicated globally through various channels, creating a unified brand experience.

   
   

3. Two-way communication - Encourage feedback and dialogue. Allowing employees to ask questions and express concerns openly and transparently fosters trust, commitment, and ownership of the strategy. Zappos emphasizes a strong company culture based on open communication. They use regular "all-hands" meetings and internal social platforms to share updates, successes, and challenges. This transparency encourages employee participation and a sense of belonging.

   
   

4. Tailored communication – Customizing messages for different audiences within the organization is vital. Different teams may require specific details relevant to their roles and responsibilities in strategy execution. By understanding different audience needs deeply, a message can be tailored to address those needs, which can help position a value proposition more effectively for lasting impact.

   
   

5. Use multiple channels - Leverage various communication platforms (e.g., emails, meetings, focus groups, internet, intranet, workshops) to reach all employees effectively, catering to different preferences and ensuring broader reach. For example, Salesforce actively engages stakeholders through various channels, including quarterly business reviews and town hall forums. They utilize visual storytelling in presentations to make complex strategies more straightforward, understandable, and relatable, ensuring that employees feel involved.

   
   

6. Visual aids and storytelling - Utilize visuals and storytelling techniques to make complex information more accessible and memorable. Infographics, videos, and narratives can help illustrate critical points, captivate the audience, and keep their attention.

   
   

7. Training and support - Provide training sessions to equip leaders and managers with the tools and techniques to communicate the strategy effectively. Ongoing support helps ensure consistency in messaging. IBM integrates strategy communication with continuous learning initiatives. They utilize online platforms to deliver training and updates on strategic priorities, enabling employees to stay informed and equipped to adapt to changing business needs.

   
   

8. Monitor and adapt - Continuously assess the effectiveness of communication efforts. It's essential to keep your figure on the pulse, gather feedback regularly and be willing to adjust strategies based on what's resonating. For example, Google popularized using Objectives and Key Results to set clear goals and measurable outcomes. This framework encourages transparency and alignment throughout the organization. Employees at all levels understand how their work contributes to broader company objectives, fostering commitment and motivation to achieve targets.

   
   

9. Celebrate milestones - Acknowledge progress and celebrate achievements related to the strategy. Recognizing successes boosts morale and reinforces the importance of strategic goals. A notable example of celebrating strategy execution milestones is Microsoft's transformation under CEO Satya Nadella. When Nadella took over in 2014, he instigated a significant strategic shift towards cloud computing and AI. Microsoft has used various methods to celebrate milestones in this transformation, including public recognition, internal celebrations, and employee rewards.

What do great organizations do when it comes to communication?

According to an article featured in Harvard Business Review, the ability to communicate ideas effectively is key to success in any field in today's knowledge-driven world. Top business leaders rise above the rest and understand that persuasive communication skills are no longer just a "soft skill" but a critical tool for leadership. Clear and persuasive communication, honing skills like writing, speaking, and presenting to influence and lead others is vital. Leaders such as Jeff Bezos and Indra Nooyi recognize that simplifying complex ideas and making them easy to understand is essential for inspiring teams and driving action. Bezos, for instance, banned PowerPoint at Amazon in favour of narrative memos, which helped foster clearer thinking and communication across the organization.

Effective communication is not just about simplicity; it's also about using tools like analogies and humanizing data to make complex information relatable. Warren Buffett and Neil deGrasse Tyson use vivid metaphors and data comparisons to clarify abstract concepts and captivate their audience. Furthermore, leaders who rise to the occasion succeed in uniting their teams often overcommunicate their mission and purpose. By constantly reinforcing their vision, they create a shared sense of purpose that aligns and motivates people. Whether through short, clear messages, relatable metaphors, or a repeated mission mantra, great leaders understand that communication is the foundation of effective leadership and the key to achieving elevated strategic success.

As well known author and speaker Chuck Martin once said, "The result of bad communication is a disconnection between strategy and execution." From the inside out, communication is the backbone of growth and heightened strategy execution success.

By Dr. Lance Mortlock – Author of Outside In, Inside Out – Unleashing the Power of Business Strategy in Times of Market Uncertainty, EY Canada Managing Partner Industrials & Energy, Strategist & Adjunct Associate Professor