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Communicating Strategy, by Phil Jones
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'If you don't communicate your strategy in a way that your people understand and find compelling, how can you expect them to help you succeed with it? Research suggests only 5% of the people in an organization understand its strategy. If that is true for your organization, whose strategy are the other 95% implementing? Not yours, that is for sure.'
Phil Jones' Communicating Strategy is designed to help you communicate your strategy in a compelling and effective way, and dramatically improve implementation and the resulting outcomes. It provides a clear framework for building a communication plan as well as practical information, techniques, tools, tips and exercises that can be applied to explain and deliver a complete and coherent message.
With guidance on how to create change champions, the book is vital reading for senior managers globally.
- Sales Rank: #1597394 in Books
- Published on: 2008-02-28
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x 6.45" w x .50" l, .78 pounds
- Binding: Paperback
- 198 pages
Review
'Communicating Strategy communicates well - in direct and accessible language. Phil articulates a route to success by both building on the strengths of relationships at work and by demonstrating how to deal with the disconnect that can occur in leading change when strategy is not jointly owned. Phil's research has evidently been done and applied to his conclusions. Above all, it is apparent that he has walked the approach he advocates.....Well Communicated.' -- Shelagh Grant, Chief Executive, The Housing Forum
'Each chapter of 'Communicating Strategy' poses practical business strategy questions. If you can answer them, you've obviously read the book - if you can't it's time you did!' -- Philip Dearing, Managing Director - Mutual One Limited
'Even the most well conceived strategies can be next to worthless if they are not communicated properly, understood fully or used to shape decision making actively - at all levels in an organisation. Phil Jones' insights into how businesses can make this happen are remarkable for their clarity, well grounded and - best of all - demonstrably effective! He has created a wonderfully pragmatic guidebook for achieving success.' -- Ken Douglas, Technology Director, Office of the CTO, BP International Ltd
'Everything in this book is obvious - after you have read it. It is a practical book you can use and apply every day, as well as being a guide to planning a larger communication strategy'. -- Martin Coombes, Partner, Innovation llp
'The messages in this book are important for anyone interested in strategy! Phil Jones discusses the critical issue of communicating strategy - and what's best - he communicates his messages in a very engaging and easy to understand manner.' -- Bernard Marr, Chief Executive, The Advanced Performance Institute
From the Back Cover
'If you don't communicate your strategy in a way that your people understand and find compelling, how can you expect them to help you succeed with it? Research suggests only 5% of the people in an organization understand its strategy. If that is true for your organization, whose strategy are the other 95% implementing? Not yours, that is for sure.'
Phil Jones' Communicating Strategy is designed to help you communicate your strategy in a compelling and effective way, and dramatically improve implementation and the resulting outcomes.
It provides a clear framework for building a communication plan as well as practical information, techniques, tools, tips and exercises that can be applied to explain and deliver a complete and coherent message.
There is guidance on how to identify likely obstacles to change and how the psychology behind your story - and the language you use - can help create change champions; as well as details of how to use metaphor, quotations and imagery to paint a vivid picture.
The author also explores the reasons why your organization's structure, processes and culture may stifle your story and the steps you can take to align each of these to the strategy.
This is an exceptional book that includes elements of organizational theory, human psychology and good, straightforward common sense.
If you believe that people will do a better job if they understand what you are thinking and what you want, this book is for you.
About the Author
Phil Jones is a strategy and performance management specialist. During his career he has helped many organizations develop, communicate and implement their strategy better in organizations as diverse as retail and investment banking, insurance, FMCG, utilities, leisure, manufacturing and IT services. He has worked in the UK, Europe, the US and Far East for organizations ranging from multi-nationals, FTSE100, SMEs, to start-ups. In the public sector he has helped organisations that include City Councils, MoD, NHS Trusts, the Department for Work and Pensions and Strategic Health. Phil's background includes a corporate strategy planning role and in the management team of a dot.com as well as extensive management consultancy experience with the niche consultancy Renaissance set up by Norton & Kaplan (authors of the original balanced scorecard books) as well as both KPMG and Price Waterhouse. He now runs Excitant Limited to help organisations turn strategy, into performance and results through their people.
Most helpful customer reviews
3 of 4 people found the following review helpful.
Not the gem I'd hoped for
By Rodney Gray
I have been trying to read this book for many months. I've taken it on a good few airline flights and read all of it one way or another. But it's been a struggle. Because of the title I know I should love it. However, despite the author's well-meaning efforts, it failed to excite me.
Maybe the stupid cover illustrations got our relationship off on the wrong foot. (The back cover is similar to the front but with the cans on strings coming out of computer screens.) I realise the author may have had no say in this, but surely someone associated with the publication has heard Bill Quirke's little ditty that "information travels over wires but communication happens between the ears". Anyhow, screaming the strategy into a one way channel is not the way to go.
It's not that there is anything particularly "wrong" about the book. New practitioners may well find it helpful. It wanders around a vast number of aspects of internal communication and discusses each reasonably thoroughly in a paperback of 10 chapters over 179 pages. Lots of it is common sense, much is interesting, and there is the odd gem. The best part by far is a detailed five page table covering the features, advantages and disadvantages of various channels.
In short, it's not the wonderful guidebook to communication strategy I had anticipated. My suggestion is to have a careful look at the contents before you buy. It is well set out with subheadings, lists, tables and diagrams though. If you are interested in learning all about communicating strategy the guru is Lester Potter. His "The Communication Plan: The Heart of Strategic Communication" (Third edition, USD159 from IABC) may be a better bet.
0 of 0 people found the following review helpful.
Real practical tips & excellent insights
By J Smokevitch
Thank you, Phil, for giving us what no one else has to date - practical, no nonesense techniques and guidance for turning strategy in action. We all know that execution is the hard part, and this book is all about this challenging aspect. It includes other vital information on key topics such as change management and the essentials of interpersonal communication, brining the reader an up to date synthesis of the latest thinking. A must read, because you won't find such thorough information anywhere else.
0 of 0 people found the following review helpful.
Jan van den Brom, Senior Vice President, TRADEPAQ corporation
By J. Van Den Brom
Phil Jones succeeded to provide an excellent guide for communicating the most important message of the organization you work for. The strategy of the organization is usually well prepared but often not in the minds of the people involved. This book gives you the tools to achieve this.
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