Strategies that Stick

• Leadership
• January 2, 2017
• by Merrie Spaeth
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According to the latest annual survey by the National Association of Corporate Directors (NACD) developing strategy is an important goal for corporate directors. Of the over 50 percent of directors who claim to care deeply about strategy, I hope their definition extends beyond traditional business school analysis like financial goals and organizational structure.

In an age where companies need to be nimble, provide greater customer service and commit to continual improvement, the first goal should be to attract and retain excellent employees.

One key element is how a company’s leadership commits to creating a culture where people really want to go above and beyond their job descriptions. Our clients who are truly committed to this goal constantly talk about and reinforce it beginning at the top.

Interestingly, board members are frequently unlikely to promote the company’s culture, as they’ve become separated from the human element. It is just as important for board members to verbalize the company’s goals and tell stories that bring those goals to life.

I’ve witnessed countless meetings in fancy board rooms with the company’s mission, vision and values conveniently placed on wall plaques. However, each time, the entire meeting went by without anyone referencing or verbalizing them. Employees – and customers – figure out quickly if these words are passions of the heart or just plaques on a wall.

A good recommendation for your New Year’s resolution is to make words come alive. Our favorite form of strategy—strategic communications—is designed to help.