Communicating the Chang

Vision
Communicating the vision to all concerned
subjects is essential, if they are to
understand and commit to dedicated
efforts. Communication should not be a
sporadic and isolated activity. Rather the
change message should be “flooded”
through repetitive activities through as
many and as appropriate channels as
possible. “The goal is to induce
understanding, develop a gut-level
commitment, and liberate more energy
from a critical mass of people.”
Key Elements in the Effective
Communication of Vision
 Simplicity:
All jargon and technobabble must
be eliminated
 Metaphor, analogy, and example:
A verbal picture is worth a
thousand words.
Key Elements in the Effective
Communication of Vision
 Multiple forums:
Big meetings, small memos and
newspapers, formal and informal
interaction – all are effective for
spreading the word.
 Repetition:
ideas sink in deeply only after they
have been heard many times.
Key Elements in the Effective
Communication of Vision
 Leadership by example:
Behavior from important people that is
inconsistent with the vision overwhelms
other forms of communication.
 Explanation of seeming inconsistencies:
Unaddressed inconsistencies undermine the
credibility of all communication.
Key Elements in the Effective
Communication of Vision
 Give-and-take:
Tow-way communication is always
more powerful than one-way
communication.