Once the leadership team has developed its strategy, it then must be launched to all the team. Here are 3 components which will assist with a successful launch:
1) Explain why the company must change and what will happen if it doesn’t.
When high growth leaders explain why the company must change, as well as what will happen if it does not, they create a contrast. This is a powerful way to show staff members the two different paths the company can take and the implications of both.
Contrasting success and failure is a powerful communication tool. By explaining the two extremes, leaders articulate their reason to change.
2) Explain what the strategy entails and the key messages
This should have already been considered when crafting the Communication Plan. Now it gets shared with the rest of the company. Time must be taken to prioritise the messages and ensure the right amount of information is communicated to encourage engagement but not too little to leave staff members uninterested or confused. The right amount of information depends on the complexity of the strategy, the makeup of the audience, what needs to be communicated and achieved and the company’s structure.
3) Explain how the strategy is expected to impact the business
By clearly explaining the impact the strategy will have on the business, leaders demonstrate that the implementation has been thought through and they are conscious of the actions required across different business lines.
The messages also need to explain the impact on different individuals and how they will benefit from participating in the implementation. With each person being key to making the implementation work, individual concerns must be addressed, including possible loss of authority or even loss of jobs.
When high growth leaders answer all three questions, they gain traction around the implementation process. However, when they don’t, they make a difficult job even harder.
