COMMUNICATION
Communication to yourself:
The Managing Director of the company must apply his mind consciously and jot down his thoughts about exactly what he wants to achieve. Generalizations (to be the best) and vague thoughts (increase sales) will do no good.

Even if he is not a good writer cryptic targets must be written down to be re-examined and refined to o be cascaded to the next level. You need to communicate with yourself; totally clear your mind and focus to see a picture that is both tangible and attainable. It is not just a fuzzy dream to but a goal with a “how” and “when”.

The point is to commit yourself by writing down plans even though you will probably refine it after a good night’s sleep or a few days mulling it over.

With a personal business script to refer back to, you can move easily among facts, implications, and external factors without getting confused—and you can ask the right questions to advisors without confusing them.

One additional advantage of this clear cut vision is that it gives confidence. Once you know where you are heading it is much easier to navigate the route. You will also be inspirational to staff simply because of a written script to which you can refer when the going gets tough.
Communication to Key Staff and other important people:
Once you as the business leader knows where you are taking the organization it is absolutely imperative to ensure that each of the staff members know where you are leading them. If you are clear enough about this they will then translate it into their personal goals.

If they do not buy into the plan you can be sure that they will go out of their way to either prove you wrong or they will simply become passengers and do the minimum.

Corporates will spend huge amounts of money to convey the vision and the targets for the year – and they do it willingly because they know that if there is not a general striving for the same target, it probably will not get there and the next step is a drop in morale. The opposite is also true.

The point however that strategic planning is not about dreaming of success – it is about talking and writing down exactly what must happen and when. The trick is to translate dreams in coherent sentences so that it makes sense to a reader whom you need to impress or sway – such as an employee, bank manager or the credit committee at a financial institution.

Not everybody can structure their thoughts on a PC screen or piece of paper – at least not to produce well thought through plans into compelling and lasting documents. We all have different talents.

This is particularly true about non – English speaking persons; with at least a quarter of a million distinct English words to choose from it remains a daunting task to translate your home language into business speak.
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