Strategy Is Not Aspirations, Objectives or Wishful Thinking

Companies must first make the difficult choices that strategy requires and then communicate these choices to employees in an effective way.

Unfortunately, if we go by what companies communicate in their annual reports or by what CEOs say at company conferences, the bulk of the communication is focused on the organization’s goals and aspirations rather than its choices. This mode of communication leaves employees in the dark and limits their emotional connection to their organization. Improving our communication of strategy can lead to major benefits in how employees execute our strategy.