"Failure to Communicate the Choices the “Correct” Way”"

Parte I.

Estes trechos que se seguem são preciosos:

"Assuming the firm has made explicit choices on the who–what–how, these choices need to be communicated to the rest of the organization. Often, this communication does not happen at all, or is so ineffective that the strategy remains a mystery to the employees. However, even in the best-case scenario when the organization has made the choices required and top management has spent time and energy trying to communicate these choices in a clear and explicit way, the probability is still high that employees will fail to fully understand what is communicated to them. There are two main reasons for this.

The first reason has to do with the fact that strategies are often communicated at such a general level that employees find it impossible to understand what they mean or what they can do to help implement them.

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What happens in an organization when the same statement can have (at least) seven possible meanings?

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There is a second reason that undermines any communication campaign. Simply communicating the choices you have made is often insufficient. What you really need to do is to communicate the choice and the alternatives considered and rejected in favor of the choice. It is the positioning of the choice relative to the alternatives considered that makes the choice clear to people. This means that what you need to say is not: “We have decided to target customer X.” Instead, you should say: “We have decided to target customer X rather than customer Y or customer Z.” Furthermore, for people to appreciate that a difficult choice has indeed been made, the alternatives considered must not only be explicitly communicated to everybody, they must also be credible and viable alternatives.

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This is why explicitly stating what alternatives you considered (and rejected) is so important for your audience—it helps them see that you are being honest when you say you have made some difficult choices, and makes them appreciate even more the choice made."

Trechos retirados de “Organizing for the New Normal” de Constantinos Markides.