Courageous or fearful?

leadership marketing Mar 15, 2018

It has long been clear that the boundary between internal and external communication in organizations no longer exists. Assume that what you communicate internally is also known externally. 

(A similar phenomenon: what you say to yourself always causes exactly what you convey to others. Whether you like it or not, you are consistent: your thoughts determine your actions.) 

Back to corporate communication: The question is, how do you deal with it? Are you afraid, preferring to withhold all information? Or are you brave enough to go on the offensive and share your "stories"?

It is clear that the latter is winning in the market. This requires courage and, very often, a questioning of paradigms on the "management level". 

Here are three areas in which you can start adapting your company to the "new" reality: 

  1. What do you stand for? Answer this question clearly and courageously, both internally and externally. The message is exactly the same: What really distinguishes your company and team? This is unclear in an estimated 90 percent of companies. The effect of a clear standpoint on motivation and customer acquisition is enormous.
  2. Who are you? I mean literally: put your entire team or (in the case of larger companies) the management level with photos on the Internet. If possible, everyone shares some personal aspects on top. This makes you "real" and more trustworthy for customers and potential applicants.
  3. What do you have to say? I also mean that literally: say something, preferably by video. Whether you like it or not, we are visual beings. What we see is more credible. That's why video is so successful and effective. Distribute personally recorded videos on a regular basis, using all kinds of channels.

Did I push you a little out of your comfort zone with these ideas? Great, that's exactly my goal. 

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