Page 205 - Everything I Know About Business I Learned

Communications

In Summary
McDonald’s has used communications to tell its story to the
public. That story has helped build a culture that expresses its
values to stakeholders, ultimately winning over customers and,
as a result, shareholders. McDonald’s has also looked to com-
munications as an effective tool in helping it become a global
leader. Through decentralization, McDonald’s streamlined com-
munications so that regional managers who knew their territo-
ries intimately were given the authority to render decisions
expediently. By cultivating an environment where heated debates
are welcome, the company developed a system of checks and
balances, where only the very best ideas come forward. And
because this environment is one where top leaderships expect
answers when they asked, it forced us to stay on top of opera-
tions and really know our numbers. Organizations that demand
as much in its approach to communications can push their way
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to excellence.

Key Learnings
✔ Communicate your company’s goals, objectives, mission, and
values. Continue the frequency of the message for commit-
ment and understanding.
✔ Structure your company to encourage direct communications
between stakeholders and the appropriate decision makers.
Speak plainly.
✔ Design your place of business to foster a sense of openness
throughout the company. Address any rumors or comments
upfront and as quickly as possible.
✔ Remember that communications means not only the back and
forth of ideas but also compromise. Ask for feedback. Encour-
age employee participation in as much decision making as
possible.