Picture the scene: you’ve had some time to devise a brilliant new strategy and you’re excited. Your plan will help your business to grow and keep you ahead of the competition. You gather your employees around you to tell them about it and it bombs. Was it a bad plan? Probably not. So what went wrong?
If you’re a decision maker it’s likely that you’ve reached that position by having, or developing, some specific qualities. Broadly speaking, you don’t get anywhere near the top if you’re unable to see the world in widescreen. While some of your employees will share that attribute, there’s a vulnerability to being an employee that means they are more likely to focus on detail. Where do they fit into the new plan? Is their job at risk? How will the day to day reality of their work change?
Your job is simple. You just have to emulate the communication skills of the world’s greatest leaders. Easy, right? Here’s how you do it.
We all get overwhelmed sometimes. If you’re anything like me, you spend your life either dashing about from one place to another or staring at a screen. Even when I do get some time to myself, my mind isn’t calm. I’m thinking about the next day’s work, how I grow my business or what’s in the fridge for the kids’ tea.
I love clever stuff. Whether you’re an artist, a dressmaker, a scientist or an engineer, if you’ve come up with something ingenious I’m going to be interested. The funny thing is, the people with the brains and/or talent don’t always think of their talent as being anything impressive. It’s just what they do. My admiration isn’t solely reserved for the people who make things, it extends to the people who make things happen as well.
I know you love your product. The things you make and the innovative solutions you come up with are truly remarkable. I’d worry if that weren’t the case; if you don’t think your output is amazing, why should anyone else?
The thing is, that’s just the problem. The product features that get you excited and that you want to tell the world about aren’t the same ones that are going to interest your customers, at least not in the way that they interest you. Your audience don’t care about how clever you are. They just want you to tell them how the things you make are going to improve their lives.