Explaining a corporate strategy to senior managers or staff members can be brutal. People often don’t have the context or experience to understand what’s being shared – and they walk away with different ideas of what was said. Instead, focus on communicating a big opportunity.
A big opportunity is a window into a winning future that is realistic, emotionally compelling, and memorable.
A written statement of a big opportunity can be powerful, but only if it’s short (half a page long), clear (make sure people rush off in the same direction), and rational (it’s aligned with what’s happening inside and outside the organization). It should be authentic, meaning senior leadership believes in it too, and there has to be enough heart to compel the audience.
Adapted from “Forget the Strategy Powerpoint” by John P. Kotter.