The Eight Laws of Excellent Corporate Communication
A Simple Blueprint for Any Organization
The most essential element of leadership and management is... communication. To be effective, you have to understand the impact of what, why, and how you communicate--personally and as an organization. Fortunately, great communication comes down to a few simple principles. Master them and you get amazing organizational focus and vigor.
Here are the most crucial laws of communication for any organization--from a family to a Fortune 500 firm. I've identified these from decades of experience with start-ups to multinational Fortune 500 corporations to nonprofits to families. Regardless of the size or setting, these principles apply.
Do you know of more laws? Do you disagree with the order? Let us know below.
Law #1: Communicate the strategic vision to everyone, often.
Where are you headed? Decide, then focus everyone on it, over and over and over. Constantly tie short-term actions to that long-term vision. You can't get organizational clarity any other way. As Yogi Berra said: "If you don't know where you're going, you might not get there."
Law #2: Keep it clear and simple.
Less is more. If they won't read it or can't understand it, you didn't communicate.
Law #3: Distinguish leadership from management, and communicate accordingly.
Managing = Delegating and following up. [Ed: Use Donedesk for this. Period.]
Leading = Encouraging, lobbying, focusing each other on the common vision.
Everyone leads. Only direct supervisors manage. Violate this rule and you will confuse the troops, stifle initiative, and micromanage a lot.
Law #4: Ensure excellent, constructive engagement on all the issues.
Internal contention destroys organizations. So does its opposite, groupthink, as the Lehman Brothers collapse attests. Therefore, keep communication abundant and effective by emphasizing the need for feedback with mutual respect and mutual purpose.
The Crucial Conversations model gives excellent results.
Law #5: Create accountability, but don't kill initiative.
What you measure, improves, and in the best organizations, everyone is accountable to each other regardless of level or seniority. HOWEVER, excessive follow-up stifles initiative, and if you measure the wrong things, the wrong things improve.
So, be careful what you ask about, and when. But do ask.
Law #6: Add permanent value.
Convert discussions and decisions into long-lasting, easy-to-use stores of knowledge. Let all participants do this together, especially new team members, since that reinforces learning and formalizes decisions. Do it during meetings in a shared document that everyone can see (a Google doc displayed overhead, for example).
Law #7: Involve others freely, but beware TMI.
By involving more people, you get great benefits:
- Communicate whole-organization issues directly to the whole organization for precision and efficiency.
- Include others when it can create collaboration and shared responsibility. This breaks down information silos and creates essential systems thinking.
However, you need to avoid TMI ("too much information"), which can paralyze people. Therefore, limit communication to what really matters, when it matters, and only to the parties who will benefit.
Law #8 The Golden Law of Great Communication: "Never reach a negative conclusion without carefully clarifying."
This one should really be first. Violating this rule destroys teamwork by damaging mutual trust and mutual respect. Visibly honor this law and insist on it in others. It will establish trust, which is the foundation of great teamwork and world-class communication.
Now, stop a moment and look over the items above. Seriously--do it right now.
Imagine your organization communicating this way, all the time. How would it feel? What would you accomplish together?
It is surprisingly easy to do with the right tools.
"We need to be the change we wish to see in the world." – Ghandi
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