Effective Business Communications Solutions – with Jonathan Brake
What are symptoms of a serious business communications problem?
It’s just not fun anymore. Profits are flat or decreasing. Seems to be friction on the team. Maybe there is high turnover among employees. These are symptoms of poor leadership and a broken internal culture.
Effective communication can have many barriers, but the good news is it can be fixed.
Need to examine the way the business talks about itself internally and then how it presents itself externally. Why are we doing what we do? Do we even know anymore?
Not about how great the business is or used to be, because without leadership and a great culture that allows for honest dialog, it won’t do anything exciting. It’s about people and relationships and that can be hard for many executives to understand much less implement.
Culture is helping everyone to understand what they do and why they do it and then having the leadership capabilities to translate that to the brand so you attract the results you want.
Cultural leadership – how does that play and what does it look like internally?
You know you are getting better when everyone starts pulling together. You will be more profitable and people will enjoy what they do. Confidence goes up and so does team unity. It gets fun!
The problem is hard for executive leadership to recognize internally because of ego. But the customer’s are experiencing the frustration that comes through. Customer will already know when there is a problem within the company, but they will not tell you.
So the challenge is to get the leadership to acknowledge a problem and then rise above their ego and be willing to fix it. But that takes time and patience because we need permission to bring everyone together in one place and start to communicate. That’s hard to do, but that is where an outside party can help. That’s the space where I really love to work. It is very gratifying and pays big dividends for the business!
How does this apply specifically to annual business events?
Well, if they are not communicating on business basics, they are likely not communicating well about what they want to achieve from their events.
The answer to why they are spending money on events is often vague. Well, we have to do this for our clients or whatever. It’s expected. You would never make a big advertising buy without knowing your metrics, but we spend money on events with very vague goals.
Need to ask what do I want? Why do I want it? And what is it going to give me when I get it? How do you know it is going to be worth it? Very vague answers. It should be lots of fun and engagement for sure, but it should also have a clear relationship to your ROI.