Page 213 - Great Communication Secrets of Great Leaders

Summary-Notes_Baldoni_141496-7 5/22/03 12:38 PM Page 191

SUMMARY NOTES

In the modern world of business it is useless to be a creative orig-
inal thinker unless you can also sell what you create. Manage-
ment cannot be expected to recognize a good idea unless it is
presented to them by a good salesman.
David Ogilvy

WHAT LEADERS COMMUNICATE

Leadership communications are those messages from a leader that are rooted
in the values and culture of an organization and are of significant importance
to key stakeholders, e.g., employees, customers, strategic partners, sharehold-
ers, and the media. These messages affect the vision, mission, and transfor-
mation of an organization. The chief purpose of a leadership message is to
build trust between the leader and his or her constituency. Some traits of lead-
ership communications are as follows:
Significance. These messages are about big issues that affect the
present and future of the organization (e.g., people, performance, prod-
ucts, and services).

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