Communication is most important to leaders. Leaders often spend too much time communicating the “what” and the “how” and don’t devote enough time to the “why”. The result? People are left feeling disengaged and uninspired.
Effective leaders spend time communicating the “why” – before moving on to talk about the “what” and the “how”. The result? People connect with the leaders vision, purpose and intent.
In most organisations the “why” is neglected or missing. This is a huge problem. Without a clear and compelling “why” people are unable to figure out the right “what” or the best “how”. The result is misdirected effort, wasted time and money.
Instead focus on communicating the “why”, spending less on the “how”. People need to understand the “why” for them to follow! When the “why” is lacking people miss the larger vision and purpose. When the “why” is clear and compelling communication engages, inspires and motivates. When the “why” is understood the “what” and “how” become clear.
“No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.” – Eugene Schwartz
If the “why” is clear, compelling and powerful people will figure out the “what” and “how”.
When you next communicate.
- Spend a more time than you think necessary talking about the “why”
- When talking about the “what” and the “how” make it clear how they connect to the “why”