With the year-end fast approaching, many organizations are diligently wrapping up their strategic planning for the upcoming year.
While crafting a robust strategy is commendable, Harvard Business School Professor Robert Kaplan’s book, The Balanced Scorecard: Translating Strategy into Action, highlights a glaring issue—90% of organizations fail to execute their strategies successfully. Why?
In my experience leading countless strategy transformations, one of the key reasons for failure is poor communication. The truth is, the bridge between strategy and successful execution is built on the power of words.
However, just talking about your strategy for hours on end won’t cut it. The most effective leaders use various rhetorical techniques and literary devices, designed to create rapid understanding and buy-in of their strategies. Here are a few to consider.
Stories That Stick
How can you make your strategy memorable? By turning it into a story. Stories have a unique power to captivate, engage and inspire an emotional response from your audience. When you weave vivid imagery and relatable characters into your strategy, you provide context that helps others understand its impact.
Imagine you’re presenting a new customer service strategy. Instead of listing metrics and procedures, you tell the story of “Jane,” a customer who had a great experience thanks to your team’s efforts. You describe their journey from frustration to satisfaction, highlighting how each strategic element played a role in their positive outcome. This narrative approach gives life to abstract ideas, making them tangible, capturing your audience’s attention.
Repetition for Retention
Why do slogans like “a penny saved is a penny earned” stick with us? It’s not the literal meaning but the rhythmic effect of repetition. Repeating two or more words or key phrases deepens understanding and aids retention.
In strategic communication, repeating core elements ensures your audience grasps the essence of your message. It also drives your main points home, making them more likely to be retained.
Imagine you’re leading a team meeting to introduce a new project strategy. By consistently repeating the core objectives of your project —like innovation, collaboration and efficiency—you reinforce these priorities in your team’s mindset.
The Art of Parallel Structure
Parallel structure (or parallel sentences) involves using the same grammatical structure in successive phrases or sentences to make an idea more compelling. This linguistic tool enhances clarity and makes complex ideas easier to digest.
Imagine you’re presenting a business strategy for expanding into a new market. By using parallel phrases or structure —”analyze the demand, strategize the entry, maximize the growth”—you create a rhythmic and persuasive argument.
Metaphors That Resonate
Why say something directly when a metaphor can spark a deeper sense of understanding? Metaphors allow you to draw comparisons between your strategy and something familiar, creating a bridge to complex concepts. They evoke vivid images and an emotional connection. The same word can have multiple meanings, adding layers of depth.
Imagine describing a new business investment you just made as “planting seeds for future growth.” This metaphor conveys the patience and nurturing required for success in a way that is both accessible and inspiring. Use metaphors to infuse your strategy with figurative language that fosters clarity and engagement.
Rhetorical Question for Reflection
Does your audience understand the depth of your strategy? Rhetorical questions provoke thought and invite introspection. By posing questions that require deeper consideration, you guide your audience towards greater alignment with your strategic goals.
Imagine yourself in a board meeting, introducing a new brand vision. Instead of simply stating the vision, you ask, “What does this brand signify to you? to our customers?” This prompts your colleagues to reflect and better understand the significance of your strategy.
Deductive Reasoning That Convinces
How do you build a logically sound argument? Through deductive reasoning. Start with a general principle and lead your audience to a specific conclusion. This approach structures your message and increases its credibility.
Imagine you’re presenting a new strategy to improve customer engagement. You may begin by establishing the general principle that enhanced customer interaction leads to increased brand loyalty and consequently, higher sales. This isn’t just about sentence structure—it’s about crafting a narrative that resonates with your audience. From there, you guide your audience to the specific conclusion that investing in a personalized customer service platform will achieve these outcomes. By clearly outlining this logical progression, you help your audience understand the strategy’s rationale and its potential benefits, grounded in solid evidence.
Humor That Humanizes
Is humor appropriate in strategic communication? Absolutely! Humor lightens the tone and builds rapport, making your message more relatable and less intimidating. A well-placed humorous effect can enhance engagement and ease tense discussions.
Imagine you’re presenting a new marketing strategy to your team. You sprinkle in a light-hearted joke about viral cat videos to highlight the importance of engaging content. This not only grabs attention but also opens the floor for creative ideas, making your strategy more approachable without compromising professionalism.
Amplifying with Hyperbole
Ever used a figure of speech to emphasize a point? Hyperbole—a deliberate exaggeration—can drive home the importance of your message. It draws attention, creates emphasis and makes your strategy more memorable. However, use it sparingly to avoid undermining your credibility.
Imagine you’re discussing a new cost-cutting strategy with your team. You may exaggerate the potential savings by saying, “This strategy will save us a fortune!” This hyperbolic statement creates impact and highlights the significant benefits of implementing this strategy. Just be sure to provide concrete evidence to back up your claim.
The Strategic Pause
When was the last time you paused for effect? The strategic pause is a powerful tool that lets your audience absorb your message. A speech consisting this rhetorical device creates anticipation and allows key points to resonate. It’s not about silence, it’s about creating space for reflection.
Imagine you’re presenting a new sustainability strategy to your stakeholders. After outlining the key objectives, you pause and ask your audience to consider how this strategy aligns with their values and goals. This brief moment of reflection allows them to connect with the message on a deeper level and increases the chances of buy-in.
Closing with a Call to Action
How do you inspire action? By concluding with a call to action. Your strategy is only as effective as its execution, so motivate your audience to take the next step. Whether it’s adopting a new initiative or engaging with your team, make your call to action clear and compelling.
Imagine you’re presenting a new change management strategy to your organization. After outlining the steps for implementation, you conclude by saying, “Let’s work together to make this vision a reality. Are you ready to join us on this journey?” This closing statement empowers your audience to take action towards achieving the strategic goals.
By incorporating these common rhetorical devices into your communication toolkit and your own writing, you’ll bridge the gap between strategy and execution. Make your strategy a story that resonates, a plan that engages and a call to action that ignites change.