Communicating Strategy
12 June 2008
Phil Jones' Communicating Strategy is designed to help communicate your organization's strategy in a compelling and effective way, dramatically improving implementation and the resulting outcomes.
If you don't communicate your strategy in a way that your people understand and find compelling, how can you expect them to help you succeed with it?
Research suggests only 5% of the people in an organization understand its strategy. If that is true for your organization, whose strategy are the other 95% implementing? Not yours, that is for sure. With a clear framework for building a communication plan as well as practical information, techniques, tools, tips and exercises that can be applied to explain and deliver a complete and coherent message, Communicating Strategy shows how people will do a better job if they understand what you are thinking and what you want.
There is guidance on how to identify likely obstacles to change and how the psychology behind your story - and the language you use - can help create change champions; as well as details of how to use metaphor, quotations and imagery to paint a vivid picture. The author also explores the reasons why your organization's structure, processes and culture may stifle your story and the steps you can take to align each of these to the strategy.
This is an exceptional book that includes elements of organizational theory, human psychology and good, straightforward common sense. This book is normally priced £ 25, AJP readers can get a 20% discount by quoting SW/AJP07 when ordering.
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