A word about words
In university, I challenged a professor for using “without” as the opposite of “within.” Even after looking it up, I still didn’t understand why he didn’t just use the most obvious word: “outside.” I’m reminded of this interaction now and again because a lot of people and companies use big words, jargon, and long sentences to sound smart, because they're not sure what they mean, or because they don't know another way. Their audiences usually don't complain; they tune out.
Unless the audience is the CEO or the board.
Then someone has to go back and make it all shorter and clearer, and two things happen if they do it right: they zero in on only the most important concepts, and they use only the necessary and best words to say what they want to say.
This is hard because great communication is a strategic, critical-thinking, and orchestration exercise, not a creative one, and because proximity to the business and stakeholders can cloud what's truly important.
Whether planning far ahead or responding quickly to an emerging need, we bring strategic thinking, a level head, and standout results to every engagement.
Five principles for communicating well, in order
Tell only the truth. Spin doesn't build trust. Truth-telling does. If there are competing interpretations of what the truth is, the communications process builds understanding and alignment among leadership groups, and credibility with audiences.
Know who you're talking to. Understand your stakeholders and where their interests and motivations overlap and are opposed. This won't change the fundamentals of your story or your voice, but it will help those who matter understand you.
Use only your voice. Many communicators and business leaders are turning to AI to help with writing. This is fine, but without the right approach, they lose what makes them unique and sound like everyone else. If you're not sure what your voice is, get help figuring out the character of your company and build a brand your stakeholders pay attention to and admire.
Orchestrate right. Well-timed communications, to the right audiences through the right channels, are critical to the success of big ideas and protect against reputational risk
Own it. You're finished when the message lands. If you're not happy with the result, diagnose where you failed on one or more of the above.