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In this issue:
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We need a 10% growth in top line and a 5% reduction in expenses...
Our value proposition is based on a large amount of market research done in conjunction with industry leading blah, blah, blah...
We are a company committed to being the market leader in...
The senior management team has decided that...
Effective immediately, all employees will...
Our future success is dependent upon
We make/we provide best in class
You get what you measure and so we measure everything
Henceforth, we will have a war room to track...
And whilst the intent behind much of this has great merit and is, in fact needed, it does alas, tend to go over the head, or through the ears, of employees without sticking.
But why is that? Easy.
It is neither emotional nor engaging. In fact, more often than not, it alienates people. Better results inevitably occur if the following approach is taken.
What kind of things do we need to do to really make a difference in the marketplace and leapfrog the competition?
We want to provide you with the best possible customer experience and we will do the following...
We're here to help you increase...
You know what we need and you know our guiding principles; go forth and try...
Together we need to come up with some answers to the following...
Our customers' future success is dependent upon us doing...
By providing the best in class we allow you to...
We assess things rather than just measure them so that we do not kill things too quickly...
Together, or as a team, we will track...
And whilst it all might seem easy and straightforward, very few organisations prevent themselves from slipping into the morass of business speak where the language becomes the master and we, mere puppets.
So, to succeed in business become Humpty and don't be a Numpty.
[* From 'Through the Looking Glass' by Lewis Carroll]
