So, you have a great strategic plan. You've carefully crafted mission and vision statements, set
forth the organization's values, identified things that can get in your way, and developed a
dynamite set of goals. Trouble is though; your strategic plan isn't getting a lot of traction within
the organization. Why? You told everyone about the plan and showed them slides of the mission,
and goals and you've posted the mission statement.
In the next two articles, I'll discuss two essential parts of the strategic planning process;
communication and follow-up. No matter how great your plan is, without these two steps, it will
most likely fail.
First, let's discuss communication. A plan is worthless if those who are to implement it don't
know what the plan is. I am constantly amazed at the fact that more companies don't use the
internet to tell the world about their mission, vision, and goals. As a final step in strategic
planning, you must develop a communication plan. Lay out how you are going to inform people,
in and out of the organization, of the plan. This is essential!
So, who is responsible for implementing the plan and making it a success? Everyone! I'm sure
you don't keep people around who don't have some responsibility for success, and this is a key
point, if they are in the organization they have a part in its success or failure. Too often leaders
think that only the leadership tier needs to have any more than a cursory knowledge of the plan.
Subordinates just need to do what they're told. Without going in to a long discussion about
worker psychology, your subordinates will be more productive and effective if they understand
the plan and what part they play in its success. So don't just tell them you have a plan and post
the mission statement on the wall. Tell them about it. The most effective way to do this is in two
steps. First, the senior leader should present the plan, in moderate detail, to the entire
organization. This is essential as it's your opportunity to demonstrate you belief in and
commitment to the plan. Then your subordinate leaders, the members of your leadership team,
can educate their particular areas in more detail. They can concentrate on their particular part of
the plan, but don't let them exclude the rest.
Next, live the plan! This is vital to success. It doesn't do any good for a leader to espouse the
benefits of a strategic plan, then set it aside because something else comes up that is more urgent.
Leaders must constantly show they take the plan seriously. One of the best ways to do this is to
hold those responsible for goals accountable for their goals and publicly recognize them for
success. I required all my subordinate leaders to always be prepared to discuss their progress and
each month they had to present a status report to the leadership team. When you visit the various
areas of your organization, ask questions about the plan and what part a particular individual
plays in its success. This not only shows your interest but gives you an opportunity to evaluate
how well your communication plan is working.
Just like you need to keep your subordinates informed, don't keep the plan secret from your
customers and suppliers. I know that's a controversial statement and I'm not suggesting posting
proprietary information on the internet, but I do believe it's important to make your plan as
public as possible. For instance, your suppliers and customers should know the key points of
your plan. Tell them to hold you accountable; tell you if you aren't living up to your values, or
meeting your goals and objectives. Especially in larger organizations, they may be the first to
know. Besides, when your plan is well known, you're less likely to ignore it.
Have you developed a communication plan for your strategic plan?
Bob Mason is a speaker, trainer, facilitator and president of RLM Planning and Leadership, a
consulting firm dedicated to helping businesses meld smart strategic planning with leadership
excellence. His book, Planning to Excel; Strategic Planning that Works, is due to be released
this spring. To learn more visit http://www.planleadexcel.com and download the first chapter of
his book.
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