Comunication to Effective Integration of Systems

7. Communication, Communication, Communication!

The leader must effectively communicate, because this how the delivery of organizational values, expectations/direction (alignment), and compelling vision is cascaded throughout the ranks. The leader must ensure proper strategic planning of vision and goals; the deployment of tactical plans that implement goals and objectives; and an information system that collects, analyzes, and reports data foe continuous improvement of the organization. Barriers to optimal performance within organizations primarily have their root communication ability or lack of. Communication is the primary way to engage, motivate and align people toward a compelling vision. Feedback loops ensure that senior management are fully informed and actively listen to all levels, which guards against hubris, and other destructive behaviors. One way to help launch an effective communication strategy is to use the basics of an Integrated Marketing Communication Planning. What are we trying to achieve – well we are marketing concepts and building a powerful brand – the compelling vision. Also the path way is described through strategic planning, which ensures that goal and objectives are clearly identified and the followers or stakeholders fully understand their part in the whole of achieving the vision. This can only be done with clear and careful communications.

Aristotle acknowledged 3 dimensions of communication – Ethos, Logos, and Pathos. All three are tied together in an inseparable interactive matrix of communicating a message. Communication is interactive and requires give and take to occur. To be effective in communication, one must be creditable, logical, and emotional. Only a coherent blend of all dimensions allow the message to be accepted, which results in the compelling vision to be shared and realized by the listeners/followers.

Why is it important? Gaps in communication result in misunderstanding or the stretching of present understanding to false/improper conclusions. People by nature hate gaps and will fill them with what ever suits them or what is close to them. This where fear, bias, personal agendas, etc start to creep in and becomes destructive. Let’s bring in Maslow’s third law of hierarchy – Socialization. People wish to be accepted and heard – being part of a group is very important to people. Communication achieves this powerful need and can dissipate fear and selfish agendas by properly communicating how each individual fits into the success of the big picture. Communication should help people understand what is being said and then why it is important to them on a personal level – invokes emotion. In turn, to facilitate this understanding – communication must be open so people can share their values and assumptions, which clarifies their understanding of the message.

Communication is highly interactive, it must become a process where everyone listens and everyone has a chance to voice their view. Titles must not matter as well as no attacking or vengeance on what is voiced by an individual. This goes to Deming’s principle to “drive out the fear.” Care must be taken so powerful agendas do not dominate and quell the less forceful voices. It may be these quiet and soft voices in the still wind that carry the optimal solution.