 
 
You’ve just been promoted into one of your organization’s Big Jobs. 
Now you’ve got an impressive office, a hefty budget and vast 
expectations about how you will lead dozens or even thousands of people.
 Can you stick with the leadership style that brought you this far? Or 
do you need to recalibrate your approach, starting with the way you 
communicate?
Some fascinating rethinking is under way on exactly that topic. Scholars such as Harvard Business School’s 
Boris Groysberg
 argue that effective leadership no longer revolves around brilliant 
speeches and heroic exhortations. (We can call that the Fidel Castro 
approach – and it doesn’t work especially well in either government or 
mainstream business.) Instead, Groysberg and co-author Michael Slind 
argue in their 2012 book “
Talk Inc.”
 that the higher you go in an organization, the more you must engage 
other people in conversations, rather than trying to shout them into 
submission.
I’m in favor of traveling 70% of the way down that 
road with Groysberg and Slind, without becoming so chatty that you lose 
the ability to stretch people’s horizons. Over the past 25 years, as a 
business-book author and writer for the likes of Forbes, Fast Company 
and The Wall Street Journal, I’ve seen a lot of corporate leaders in 
action. Here are seven ways that the best leaders increase their 
effectiveness by the ways they communicate.
1. Bring the vision to life. Anyone
 can write a mission statement, full of lofty words that sound good. But
 you aren’t communicating that vision unless you repeatedly signal how 
those values translate into concrete actions. What people learn from 
your routine decision-making matters far more than what you pack into 
your speeches.
A case in point: Jeff Bezos’s insistence that 
Amazon.com is “the most customer-centric company in the world.” Nice 
slogan. What does it 
really mean?
 Hang around the Amazon CEO for a while, and you will notice that he 
vetoes sassy ads that mock customers. He insists that mid-level meetings
 include one person serving solely as the customer advocate – with the 
power to veto actions that undermine customers’ interests. And when 
Amazon reorganizes departments, which it does fairly often, each 
regrouping is justified as a way of serving the customer better.
In the same spirit, bring 
your
 bedrock values into the daily workplace. Salute other people’s actions 
that reinforce what you prize. Call out conduct that doesn’t. And infuse
 these principles into other people’s thought patterns by referencing 
key values as decisions are being made.
2. Ask smart questions. In his new book, “
To Sell Is Human,”
 best-selling author Daniel H. Pink cites studies showing that when you 
want to persuade someone, questions can be more powerful than 
statements. The reason: you engage another person’s heart and mind more 
strongly. You get him or her thinking about the ideal answer – and then 
all the steps necessary to get there. By being less dogmatic, you let 
people on your team build game plans that they believe in, rather than 
trapping them in a helpless state until you issue your next command.
While developing my most recent book, “
The Rare Find,”
 I was impressed with the way that David Evans, the former head of the 
computer science department at the University of Utah, got great work 
out of his graduate students by asking simple but profound questions 
that pointed the way to revolutionary advances. He inspired the 
engineers who later built Pixar, Adobe and Netscape. Often that could be
 done simply by pointing at a big goal on the horizon and saying: “How 
would you get there?”
3. Take time to read the room. Once
 you’re in senior leadership, you will meet a lot of outsiders that you 
hardly know ... but whose support or forbearance is crucial to your 
company's success. Do 90% of the talking, and it’s tempting to think 
that you carried the day with Washington regulators, Chinese suppliers, 
that big customer in Dallas or the investigative reporter from New York.
 Guess what? If you don’t know what the other party really wanted, all 
that bluster was in vain.
Take a tip from Silicon Valley executive
 Meg Whitman, early in her career, when she was building eBay into a 
global e-commerce powerhouse. Some of her most important meetings were 
with eBay’s Power Sellers. These merchants booked huge amounts of 
business on the site, yet for a time they felt the company didn’t 
understand their frustrations with fees and service issues. Every few 
months, she would visit Power Sellers on their turf, looking for ways to
 fix their problems or at least offer sympathy. Her keen ear helped eBay
 stay ahead of its competitors.
Don’t fall prey to the belief that
 careful listening is only for the little people in the room. When you 
listen carefully, you win people’s trust – and that’s crucial to 
everything else you want to accomplish. There’s a maxim in the public 
speaking business: “The more your audience talks, the more they think 
they have learned from you.” Use that sly insight to your advantage.
4. Create a climate where things get done. In
 any organization, there's a huge gap between projects that are headed 
to the finish line, right now -- and ones that live indefinitely in 
limbo, hardly moving forward. Which do you prefer? If you're looking for
 results, make sure your employees and front-line managers are 
repeatedly aware of your top priorities. Help set interim mileposts. Get
 roadblocks out of the way. Walk through the areas where specific tasks 
are being done. Even a 10-minute visit by the boss conveys the clear and
 uplifting message: "This is important."
Be mindful of how many 
"top priorities" your organization can handle successfully. Better to 
win two big campaigns a year than to stumble in the midst of 20. I've 
seen ambitious but unfocused organizations end up with overcrowded 
agendas that create internal strife -- with the unpleasant consequences 
of missed deadlines, constant changes of directions and ugly battles for
 resources and recognition. The higher up you go in an organization, the
 more important it is for you to communicate key goals with clarity and 
brevity.
Tim Boyle, the CEO of Columbia Sportswear, is remarkably 
good at peeling away the clutter. I’ve chatted with him since 2005, and 
he keeps his business centered on three simple concepts: innovation, 
enhanced design and compelling marketing. Zoom in on each idea, and 
details abound. He’s a remarkably hard-working and well-read boss. Those
 core concepts, however, help ensure that Columbia’s 4,000 employees are
 pulling in the right direction.
5. Use stories to get your points across. When
 you’re at the top of an organization, you can seem pretty distant from 
the people on the front lines. Now you’re in a job where it may be 
impossible to schedule enough face time with everyone you’d like to 
influence. One of your best ways to compensate: sharing teaching 
anecdotes, so that even people who hardly know you will still feel they 
know your human, authentic side.
Nobody does this better than 
Warren Buffett, the 82-year-old chairman and CEO of Berkshire Hathaway. 
His conglomerate has $143 billion in annual revenue, with interests that
 range from insurance to energy, furniture and chocolate. But when you 
read Buffett's 
annual letters
 to shareholders, his dry wit and wise-uncle judgment come through on 
every page. Countless investors and managers who have never met him 
still feel that they know him – and like him.
You don’t need to be
 nearly as polished as Buffett to succeed in this domain. Just think how
 you would explain your week’s battles and goals to a neighbor, a spouse
 or a college roommate, and you’ll find the right tone.
6. Be mindful of what you don’t know. If
 your subordinates are any good at all, you often won’t know the 
fine-grain details as well as they do. Expect to be learning constantly 
on the job. Find ways that your in-house experts can quietly bring you 
up to speed on emerging issues that are catching your eye. You’ve got 
vital strengths that other people don’t, particularly in terms of 
experience, broad perspectives and judgment. As you work toward 
important decisions, make sure your remarks and conversations are 
opening the way for other people to keep augmenting your knowledge base.
Two
 of the most skillful learners I ever encountered are Sheryl Sandberg 
(the chief operating officer of Facebook), and Lou Gerstner, the former 
CEO of RJR Nabisco and then IBM. I traveled with Gerstner during his RJR
 era as part of a Wall Street Journal front-page profile. He was still 
mastering the company’s endless product line, but he got up to speed 
shrewdly, calling some meetings on a supermarket floor so he could walk 
the aisles as people talked, looking around to see whose brands 
dominated each category.
7. Make people feel they work for a winner. 
 Can you single-handedly improve your organization’s morale – in ways 
that genuinely translate into better performance and innovation? That’s 
one of the great mysteries of leadership. Some executives try smothering
 their employees in perks. Others praise good work, hoping that it will 
lead to greater doings in the future. Still others scold slackers and 
kick out the weakest performers, believing that some situations call for
 toughness.
Any of those approaches can work; yet I’ve seen 
executives try all three and still come up short. A memorable insight 
here came from John Young, who was CEO of Hewlett Packard for many years
 during its prime. We chatted after his retirement, and he contended 
that what shapes morale the most is employees’ conviction that they are 
working for the best company in their field. Earn that honor, he said, 
and you gain a level of employee commitment that cash and perks alone 
can’t buy.
All the other six techniques in this article point 
toward this final priority. If you’re conveying a clear vision, asking 
good questions, setting the right priorities and so on, you’re creating 
that winners’ aura that is the ultimate reward for great leadership 
communication.
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