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Marc DUFRAISSE - AutentiCoach

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Friday 22 July 2011

The challenge of today's executives: communicate, communicate, communicate.

We have inherited from the twentieth century a corporate culture in which managers should not to communicate information to employees or teams.

As if providing information was like relying too much on the employees. Like opening the door to industrial espionage, to showing our strategy to the competition, but also to employees asking for salary increases ...

What was true a few decades ago is no longer viable today. In the past the companies'  business specificities and competitive advantages could last for years. Markets and competitors did not evolve from one day to another and companies had more time to adapt.It was possible then to keep a business afloat with limited information being shared.

Not anymore.
The world changes too fast: Do not fall asleep, competition is coming!
What we should do?

Bring fluidity and flexibility to the company. 

Communicate, communicate, communicate in ongoing and relentless ways.

Why? Because it is the only way to be informed of what's going on with customers, in markets, with competitors. To be aware of our level of competitiveness and how to increase it. To know what we have and how to improve our position in the market. To monitor and anticipate.

Communicate, communicate, communicate!
- Communicate top down: 

this is our vision, this is our strategy and these are our business and operational tactics
- Communicate bottom up: 

how do we understand the strategy and tactics, how we implement them, do we get results or not and how we can adapt and innovate
- Communicate across functions: 

what is happening along the customer service chain, how do we synchronize operations, what's working and gives results and what do we need to make improvements and innovations for customers

Communicate every minute, every hour, every day.Communicate with structure but communicate all the time.
Communication is the obsession of today's leaders.To ensure that teams are informed, aligned and flexible to adapt and innovate.

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