As the year draws to a close, many organizations are finalising their strategic plans for the upcoming year. But here’s the kicker: according to Harvard Business School Professor Robert Kaplan, a staggering 90% of organizations fail to execute their strategies successfully. The question is, why?
In my extensive experience leading strategy transformations, I’ve found that poor communication is a major culprit. The bridge between strategy and successful execution is built on effective words. Just rambling about your strategy isn’t enough. The most successful leaders harness rhetorical techniques to ensure their strategies resonate and are easily understood. Here’s how you can enhance your communication using these techniques.
1. Stories That Stick
How do you make your strategy memorable? By transforming it into a compelling story. Stories captivate and engage your audience, eliciting an emotional response.
Example: When introducing a new customer service strategy, share Jane’s journey from frustration to satisfaction, illustrating how your strategic elements played a crucial role in her positive experience. This approach brings abstract ideas to life, making them relatable and impactful.
2. Repetition for Retention
Why do catchy slogans stick? It’s all about the rhythmic effect of repetition. Repeating key phrases deepens understanding and enhances retention.
Example: In a team meeting about a new project, consistently repeat core objectives like innovation, collaboration, and efficiency. This reinforces priorities and keeps your message at the forefront of your team’s minds.
3. The Art of Parallel Structure
Using parallel structure means employing the same grammatical form in successive phrases. This technique enhances clarity and makes complex ideas easier to digest.
Example: When presenting a strategy for entering a new market, you might say: “Analyze the demand, strategize the entry, maximize the growth.” This rhythmic structure not only sounds persuasive but also makes your points clearer.
4. Metaphors That Resonate
Why be direct when a metaphor can enrich your message? Metaphors create comparisons that help your audience grasp complex concepts.
Example: Describe a new investment as “planting seeds for future growth.” This imagery conveys the nurturing and patience needed for success while remaining accessible and inspiring.
5. Rhetorical Questions for Reflection
Are your audience members truly grasping your strategy? Rhetorical questions prompt deeper thought and encourage alignment with your goals.
Example: In a board meeting introducing a new brand vision, ask, “What does this brand signify to you?” This encourages colleagues to reflect, enhancing their understanding of your strategy.
6. Deductive Reasoning That Convinces
Building a logically sound argument hinges on deductive reasoning. Start with a general principle and lead your audience to a specific conclusion.
Example: If your strategy focuses on improving customer engagement, you could start with the principle that “enhanced interaction leads to greater brand loyalty.” From there, guide your audience to conclude that investing in a personalised service platform is essential.
7. Humor That Humanizes
Can humour be effective in strategic communication? Absolutely! A well-placed joke can lighten the mood and foster relatability.
Example: While presenting a new marketing strategy, you might reference viral cat videos to illustrate the need for engaging content. This not only grabs attention but also opens the floor for creative ideas.
8. Amplifying with Hyperbole
Exaggeration—known as hyperbole—can underscore the importance of your message. This technique grabs attention and makes your strategy memorable.
Example: When discussing a cost-cutting strategy, saying, “This will save us a fortune!” emphasizes potential benefits. Just ensure you back up such claims with evidence to maintain credibility.
9. The Strategic Pause
When was the last time you paused for effect? A strategic pause allows your audience to digest key points and creates anticipation.
Example: After outlining objectives for a sustainability strategy, pause to let your audience consider how these align with their values. This moment of reflection deepens their connection to your message.
10. Closing with a Call to Action
To inspire action, end with a compelling call to action. Your strategy’s success hinges on execution, so motivate your audience to take the next step.
Example: After presenting a change management strategy, conclude with, “Let’s work together to make this vision a reality. Are you ready to join us?” This empowers your audience to engage actively in achieving strategic goals.
Conclusion
By incorporating these rhetorical techniques into your communication, you’ll bridge the gap between strategy and execution. Make your strategy resonate, engage your audience, and inspire action. Remember, effective communication isn’t just about words; it’s about crafting a narrative that moves people to act.
