Why isn't our new strategy taking off?

We often hear leaders’ frustration that the frontline don’t get the new strategy. And we hear from those people that they are being asked to implement a new change strategy they don’t understand, don’t feel connected to, or don’t believe in. 

However brilliant a strategy looks in Powerpoint, it may not be worth much if it’s created at the top and cascaded down onto the people who will be delivering it. The one-way nature of traditional "comms" can create alienation, confusion and lack of meaning if it doesn't encourage the dialogue necessary for people to make sense of and fully understand the changes being asked of them.

This separation between strategy development and its implementation is often cited as a major cause of failed change programmes. The frontline should be involved in the strategy development process. Listening to what they have to say and taking their ideas, concerns and objections seriously can go a long way to creating a genuinely shared narrative that everyone can feel part of and committed to.

Going to the moon and back

The well-worn tale of the Apollo Program, the visiting president, and the helpful janitor serves as a memorable illustration of team engagement and an apocryphal narrative about storytelling. After all these years it still stands out as a great example of the motivating effect of an inspiring vision.

 “We choose to go to the Moon in this decade and do the other things, not because they are easy, but because they are hard; because that goal will serve to organise and measure the best of our energies and skills.” John F Kennedy, 1962

Stories invite us to go on a journey and are so effective at delivering a message because they give the audience a way of engaging with the details and caring about the outcome. We are drawn in by being able to relate to the characters, their motivations and needs. We also recognise the challenge in the current state and become curious about how it can be resolved. The challenge may demand a journey or quest, which we hope will have a fitting outcome.

Every organisation has it’s own narrative and while not all projects and stories can be as uplifting or as clear-cut as a mission to the moon, seeing our place in a bigger picture can invest work with more significance and be emotionally compelling. Having the opportunity to reflect upon a narrative and make sense of our role within it allows us to consider new possibilities, inspire us to take on new responsibilities and conduct our daily work mindful of a long-term strategic vision.

Most of all it helps us take ownership of the challenge and consider what we can do differently to help overcome it. The scale and status of one’s role does not necessarily define the value of each contribution.

Even though we may have little influence in the grander scheme of things, by taking personal responsibility to manage the quality of our work we can maximise the positive effect we have. And if everyone has this same personal investment in the outcome of the story there’s no limit to what can be achieved.