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Communicate the WHY



In today's dynamic and rapidly evolving business landscape, effective communication has become more essential than ever before. As leaders, it's not enough to simply convey what you want your team to do; you must also communicate the "why" behind your message in order to inspire and motivate them.


At the core of successful leadership lies the power to persuade. And persuasion is not solely about conveying information, but also about articulating the purpose behind it. This is where the "why" comes into play.


The "why" serves as the driving force behind your message, and it's what underpins your leadership objectives. Whether you're seeking to implement a new strategy, gain buy-in for a proposal, or foster a culture of innovation, the "why" is the foundation of your leadership message.


To effectively communicate the "why," it's crucial to understand your team and stakeholders. This means understanding their needs, wants, and values, as well as what drives them. By tailoring your message to resonate with their perspectives, you can engender greater engagement and alignment.


Once you have a grasp of your team's perspective, you need to craft a compelling narrative that connects with their emotions. This necessitates going beyond merely presenting the facts or details of your proposal or initiative. Rather, you need to develop a story that taps into their aspirations, concerns, and sense of purpose. A story that evokes a sense of shared purpose and progress.


However, it's not enough to rely on storytelling alone. You must also provide a clear and concise call to action. What specific steps should your team take as a result of hearing your message? Whether it's to achieve a specific target, work towards a shared vision, or improve the customer experience, you must articulate the specific outcomes you're seeking to achieve.


At its core, successful leadership is about cultivating relationships. It's about building rapport with your team and stakeholders, and inspiring them to take action. And the key to cultivating those relationships is communicating the "why" behind your message.

So, whether you're presenting to your team, speaking with investors, or engaging with customers, always remember to focus on the "why." By doing so, you can communicate more effectively, build stronger relationships, and achieve your leadership objectives more effectively.


Mark Westbrook - Communications Coach

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