By Gregg Thompson

Things happen! People become engaged. Teams gel. Customers are served. Problems are solved. Products are invented. Such is the power of a leader’s communication. So important is communication that it is difficult to find a leadership text that does not devote a significant proportion of its pages to the topic.

We should, in fact, hold leaders to a higher standard of communication than others. A leader needs to do more than simply inform; he or she needs to generate action. Paradoxically, leaders should be judged not on their performance as communicators but rather on the performance of those they seek to lead. Think about your own leadership. Are the people in your organization more inspired, engaged and productive because of your communication effectiveness? Fortunately, each of us can significantly increase our communication effectiveness by adopting the three universal practices that have been employed by great leaders in organizations of all kinds. These men and women construct an enticing image of the Future, they connect with their constituents on a Personal level, and they create a compelling Story in which everyone has a starring role. 

1.     These leaders convince us that tomorrow can be better than today. Their optimistic view of the future is featured in everything they say whether it is ordering office supplies or presenting corporate strategy. They are, however, not simply arm-waving cheerleaders. They view their role as one of advancing the organization along the continuum of time. They see the organization’s future as an extension of its history and current state of affairs. In their communication they honor the heroes and victories of the past, give voice to the realities of the present (both harsh and positive), and reveal the path forward.

2.     These leaders communicate to us, personally. Whether they are speaking to one person or a thousand, they are able to connect with us individually. They recognize that others are listening through lenses shaped by their own interests, values and aspirations, and it is their job to illuminate these elements and make them evident in the communication.

3.     These leaders craft a big story for the organization. We all love a good story. In fact, we see the world through stories. It is through stories that we can relate to an organization’s plans and objectives. It is therefore the role of the leader to make these plans come alive through a rich, engaging story that captures our attention (and best efforts.) The great leaders are able to take this role a step further. They not only tell the organization’s story, they help each of us see our starring role in the saga.

Exceptional leadership communication is within the reach of all of us.