Great leadership is built on being able to communicate well. Still, one of the hardest things for leaders to do is to make sure that their ideas are not only known, but also used well. How to get past this challenge?
Think about how you share the information you have.
The way you present your message – whether broad or detailed – greatly influences how it's received and acted upon.
Motivating with a Broad View
Abstract messages are best used to ignite passion and provide a sense of purpose, driving teams towards larger goals. By presenting knowledge from a general point of view, you can inspire your team with the broader context and significance of an idea. For instance, sharing the overarching goal of "Becoming the industry leader in sustainable solutions" provides direction and purpose.
Instructing with Details
Detailed, actionable messages are ideal when instructing, suggesting changes, or providing feedback. It allows your audience to grasp specific steps or elements clearly. Guiding a sales team member on "using open-ended questions to understand a client's needs during initial meetings" is far more actionable than merely telling them to “relax more.”
Striking the Right Balance
Depending on whether you're interested in the big picture or the smallest details, information can be given in both general and specific ways. The art of leadership communication lies in selecting the appropriate depth based on your objective.
Hence, the next time you share insights or feedback, ask yourself: Is a broad inspirational view needed, or are detailed action steps the order of the day?
It’s a small consideration but presenting information effectively ensures everyone understands and helps your team unlock their potential. Consider these seven levels to guide your communication:
- Global-level: Very abstract. "Our goal is to become the market leader in sales by delivering unparalleled value to our clients." This level is about the overarching aspiration that the entire sales team works towards.
- Meta-level: "We believe in a consultative sales approach where understanding and addressing the client's needs is paramount." This conceptual level outlines the philosophy that drives the sales process, emphasizing a client-centric strategy.
- Macro-level: "Mastering the art of relationship-building in sales." At this general level, the emphasis is on the foundational skill that every salesperson needs to hone.
- Mid-level: "Effectively utilizing post-presentation feedback sessions with clients." As you begin to zoom in, the focus shifts to a specific aspect of the sales process, suggesting that gathering and acting on feedback is a crucial part of relationship-building.
- Micro-level: "After a pitch, send a thank-you note that references a unique aspect of the meeting." This more detailed level provides a specific action that salespeople can take to foster relationships with clients.
- Nano-level: "In your thank-you note, use positive and action-oriented language while keeping it concise." This is about refining the action—here at this granular level, it's the tone and structure of the thank-you note to ensure it's impactful.
- Pico-level: "Start your email with 'I genuinely appreciated our in-depth conversation about [specific topic] today' and end with 'Looking forward to actionable next steps!'" At this finest level of detail, it's about exact phrasing and the sequence of words to optimize the message's effectiveness.
However, knowing these levels isn't enough. Leaders must avoid the pitfall of communicating at an wrong depth for their audience. For example, a leader fixated on the global vision, like being the market leader, risks overwhelming staff if they don't also detail stages or tactics to achieve this. Conversely, a manager scrutinizing every phrase and tone might stifle creativity, leading to feelings of micromanagement.
Astute leaders seamlessly switch between levels, understanding the context and audience. Strategies might involve outlining frameworks in training sessions (meta-level), sharing the big picture during quarterly meetings (global-level), and providing specific feedback in one-on-ones (micro- or nano-level). Leadership excellence lies in ensuring messages are both comprehensible and actionable.
