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  • Karen Zeigler

How to Turn Strategy from a Directive to a Dialogue that Delivers


Directives don't deliver results


For decades perhaps centuries, this time of year, C-suites have gathered to focus on their strategies for the coming year. They determine the companies objectives, the changes that need to happen to meet those objectives, and then comes the dreaded question. "How do we communicate it in a way that makes it happen?" They determine the directives, cross their fingers, and hope for the best. Then, they anxiously anticipate the pushback from their leaders and employees.


Perhaps it's because experts and articles have sung the tune of "communication is key" for so long that the perception is everything hangs in the balance of communication. As if delivering, communication is like walking across the Grand Canyon on a tight rope. One little slip, and there is no saving your strategy. It's dead in the base of the canyon, never to be recovered. Sure, communication is essential, but not in the way you think. Directives don't drive results and often are the very reason your strategy is dead on arrival. It's a dialog that makes for effective communication, not orders. After all, human nature is resistant to being told what to do. And add to that resistance the fear of loss that often arises with change, and leaders have a fight on their hands. And sadly, it's a fight against the strategy they and their team have spent weeks, if not months, developing. The good news is it doesn't have to be that way. Achieving your vision will still require a fight, but not over strategy within your company. Instead, using design thinking to create a dialog turns strategy into a battle plan to win the vision together. Let me explain with a personal story.


The thing about visions


My husband and I have been married for a long time. Over the years, we've developed a vision for our home. The atmosphere, what it delivers to our family, and the people we welcome in. Including what's important to support the type of lifestyle we chose to live. Each year there are projects we want to complete to accomplish this vision. And, like a business, some areas have gotten off track or misaligned with our vision -repairs, new flower beds, and a host of other things. Some jobs are his, some jobs are mine, and some that we do together. There is unwritten agreement on who does what. Similar to written agreements that leaders have with their employees. Yet you know what doesn't work AT ALL!? Me telling my husband to do this or do that. It's time to replace the flower beds. It's time to pressure wash the sidewalk to the deck. Even ensuring his Saturday is free for all these vision-achieving tasks doesn't usually dent the vision. 😩


That's the thing about visions. They are ideals. Ideals that are never fully actualized and often morph and change over time. Even the most inspiring vision requires a lot of hard work. And hard work...well, it's no fun. And life's too short to have no fun. So yes, we want to experience the vision, but the hard work part. Eh, not so much. That's where design thinking comes in—designing the future you want to see and creating the experience you want to have today. And every day along the way. And that's where leading by design with your team comes in. So back to my story and my team of two. So how do I get us moving towards the vision with all these obstacles (aka hard work) blocking the path? Well, I design it, of course.


Party at the Zeigler's - it's not what you think 😉


Instead of directives, begin a dialogue. In design thinking, that dialog starts with "How might we...?" statements. And this doesn't need to start with the grand vision. Even a portion of the vision will do. In business, for example, a leader would choose the piece of the vision that is their responsibility. For my personal vision scenario, I focus on the "atmosphere and the people we welcome in." Now, in the beginning, you may not know your employees' purpose, their reason for being, what lights their souls on fire. But believe me - practice design thinking with them for a while, and you will know. And because I've been practicing design thinking and married a long time, I know there is one thing that gets

my husband fired up like no other. And that's a party! 🥳 🎉 His personality type is known as the Entertainer and that he is! Me, I'm the total opposite!! Introverts have a different idea of what a good party looks like. 😂 But that doesn't mean we can't come together to achieve our goals. And it's the same for leaders, regardless of how diverse or opposed their teams my seem.