Whether you lead a team, a business, or a country, leadership only occurs when others actively choose to follow you.
Think of the phrase from legendary business writer, Peter Drucker, “Culture eats strategy for breakfast”.
Or the description of Winston Churchill that “he mobilised the English language and sent it into battle to steady his fellow countrymen and hearten those Europeans upon whom the long dark night of tyranny had descended.”
You can have great plans and strategies, mission statements and goals but unless you get the communication right you will be a leader in name and title only.
Here are three ways for you to take people with you whether this is a handful in a team, a few dozen in a fast-growing start-up or many millions in a country.
1. Have a well-crafted, and powerful leadership story
Anyone in a position of authority has a story that precedes them, defines them, elevates them above others and, hopefully, helps them beat their competition.
The classic leadership story answers three questions succinctly.
“Who am I?” should, as with all good communications, be seen from the eyes of your audience.
Put yourself in their shoes before you attempt to answer this question. I’m your boss is not good enough. Your answer needs to be compelling and personal to them.
“Who are we?” is focussed on the group you are leading (or want to lead) and begins to create a shared narrative to take your followers along with you.
“What are we going to achieve together?” is your shared mission or sense of purpose.
Think of successful leaders from sport, business, politics and you will be able to spot this leadership storytelling in action.
Shaping this story to your own benefit is hard. Having a shared meaning about a problem, a situation or a goal will make it easier.
2. Consistency
You may have heard communication teams talk of a “regular drumbeat” of communication when planning their campaigns. It is a well-meaning public relations cliché that seeks to satisfy the bosses or the holder of the purse strings that a lot of work will be done.
The “regular drumbeat” always makes me think of a bang from a big bass drum coming along every now and then to startle you, briefly echoing through a team or organisation. In an orchestra, bass drums are used when a big boom is needed. But, while a constant drumbeat may equal regular, it doesn’t suggest continuous which is really what you need.
To continue our musical metaphor then I’d prefer to think of a larger triangle being gently jangled to create a bright, elegant but energetic sound that is unmissable and holds your attention. This is a sound that resonates and hums gently but consistently in the background.
Consistent communication will help you to nudge a culture that is changing, evolving and growing as you take people with you. It will also make our third recommended tactic easier to implement.
3. Have a conversation
Communication only happens when there is a connection and connection only happens when you receive information and feedback on your content, what you are saying.
Be focussed on engaging your audience. Listen as much as you speak. Receive information as much as you send. Plan your prompts to build a great conversation even if you are the ‘leader’ of a large group of people. Ask yourself, how will they know I am listening and responding to them?
Some of this will be a matter of tone, but you will need to go beyond just looking as if you are listening. Your aim is to have an effective ongoing conversation which is rooted in a deep connection.
A wise man once said that the single biggest problem in communication is the illusion that it has taken place.
By using a well-crafted and powerful leadership story, communicate consistently and have a genuine conversation you can be sure that communication will have taken place. And that those you wish to lead will be willing to go with you.