The Art of Communication

Q&A with Suzanne Bates
Published April 2009
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How does motivation, communication and leadership contribute to the success of an organization?

A leader cannot, by definition, do the all work of the organization.  A leader can only motivate and inspire others to achieve the goals of the enterprise.  A leader has to harness the energy, creativity and intellectual power of a team, to achieve success.  And people work best when they are inspired by an exciting vision.  This is why it is essential for leaders to be able to articulate a clear, exciting, unifying themes. 

Why is a well articulated theme or vision so essential to greatness? Many years ago, Microsoft, founded in 1975 when computers took up entire rooms, said it wanted: "a computer on every desk and in every home, running Microsoft software."  This was unimaginable at the time, and yet, today the personal computer has revolutionized and defined how we work and live.   

Big, exciting visions for a company allow people to see how to organize their activities and contribute.  People long to have a purpose and are excited by challenges.  This is what motivates them.  Leaders connect people with purpose and passion toward a common goal.  Without this connection an organization cannot succeed or thrive.  In today’s economy, as you look at how to move your organization forward, it’s obvious you must have a motivated, inspired team of people who are working together on creative ways to make the organization successful, long term.

What is the secret to effective communication? Does good communication really enhance relationships and build bridges?

The secret is to make it priority one, so you communicate your vision and strategy all the time.  When you walk around the organization, people should be able to repeat back to you the most important points of your vision, strategy and values.  In order to be an excellent communicator, you must invest in your own development.  The challenge for many busy executives is that they learn just enough to get by, and then often, when they arrive in a leadership role, they realize they are not communicating as effectively as they must, as a leader of the organization.  

You may think that people in your organization know your vision and strategy, but this is not corroborated by research.  In 2008 we conducted a survey of 187 managers and professionals.  A sample of their comments on leadership and communication were:

“I need my company’s leadership to communicate to me and my colleagues to provide a context for our work and a purpose for our everyday contributions.  I feel like I need that high level, overarching vision to motivate me to do my best work and to focus my work toward what helps the company’s bottom line.”

“Employees are not mind readers.  It’s important that they stay connected to a vision larger than their own to succeed personally and help the company succeed.”

“People enjoy being part of something bigger than themselves and particularly enjoy being asked to assist in working and participating in the growth strategy.”

One of the challenges of these turbulent times is that leaders tend to retreat to the boardroom, work on strategy, and communicate less, not more.  They carry the weight of the world on their shoulders.  Instead, leaders must be more visible and active in communicating through challenging times.  When they do they find that people throughout the organization are willing to do whatever it takes to help the company succeed.

What must the Business Leader do to create an effective climate for communication and how can it be used to empower individuals to get the job done?

The best thing a business leader can do is to create a robust feedback loop to be sure that the message reaches people, and also that they are able to communicate effectively with you.  People are empowered when they get clear, helpful information, and when they have access to you to provide relevant important information as projects move forward.  You need to make it clear by your words and your actions that you want to be in the loop.  Walk around the organization. Talk to people you don’t often see.  Gather ideas from new sources.  Send out a weekly email about what’s going on.  Visit other offices.  Have brown bag lunches.  There are many ways, formally and informally, to send a message that you have an open, empowering culture.

What are the major barriers to communication and how can you form a powerful connection to avoid becoming a powerless Leader?

Powerlessness is really a lack of ability to influence.  To succeed as a leader in any organization, you must develop and cultivate the skill to influence decisions and outcomes.  The first step in that process is to be very connected to many parts of the organization.  Your title does not make you influential – it is your approach to your job and the way you work with people that makes you powerful. 

One very powerful, influential executive told me that whenever she begins a new job or project, she starts a 90-day listening tour.  She gathers information from every part of the organization, as well as outside stakeholders, listening to what they say, developing a viewpoint based on collective wisdom.  She does not develop a plan until the 90 days is up.  When she’s completed the process, she has a plan that people are likely to buy into because they have contributed to that plan.  She sees her role as analyzing and synthesizing the collective wisdom of the organization.

It’s also important to know that you don’t win buy-in at a meeting.  You win buy-in by engaging people in a robust conversation prior to the meeting, understanding their opinions, goals, and objections, and then going back to them and winning their approval, or understanding their objection, prior to walking into the boardroom.  You should be in touch with, and understand at a deep level the views of other influencers.  This is how you become one of them.

What’s your advice to the Executive who thrives to motivate but fails to communicate?

Most executives are promoted because of their business and technical skill.  However, hard work and experience can only take you so far.  To lead in your industry or profession, you must be able to assume the leader’s speaking role.  In survey after survey, the number one skill determined to be indispensable to leaders is communication.  You aren’t born with this talent – it is acquired – you have to invest in yourself.

Some years ago, I worked with the president of a division, a large manufacturer, in line to become the CEO.  Asked to give a presentation on his strategy to the company’s extended leadership team, he winged it, and it showed.  The CEO was not impressed.  He asked him to go into coaching.  However, the executive was not committed.  He left after one session and never came back.  A year later, I was told he had been demoted to run a small subsidiary.

My advice is wherever you are in your career today, you can develop a blue print to become a great communicator.  Every leader has the ability to develop his or her own unique, authentic communication style, and to become comfortable speaking to one or one thousand.  Work with a coach, take courses, create opportunities to challenge yourself, and you will learn what you must do to be great.  This is the skill that without a doubt will allow you to stand out in your organization and your industry, accelerate your career and even leave a legacy.