Page 51 - The Voice of Authority

want to know if you’re moving the grandkids across the
country. Your CPA tells you whether you’re better or worse
off after the tax hit. The same information or “news”
means different things to different people. Don’t expect
your different audiences to do your work for you.
Interpret information and translate the relevant details
to the different people or groups involved. Think about
what your information means to them specifically and
clarify that when you share your news.

Mention the Measures You’re Tracking

Whatever you measure, share it. Let’s talk financials for a
moment. If yours is a public company, the numbers get re-
ported anyway. If it’s a private company, somebody has to
do the calculations and that person will be tempted to talk
to friends and coworkers. When the real numbers don’t
add up to the stated explanations, trust plummets.
Numbers held close to the vest typically are used to jus-
tify “no’s.” No raises. No bonuses. No creature comforts.
No building improvements. No pet projects.
Ditto for other measures—goals, calls taken per hour,
leads generated, sales closed, markets opened, widgets re-
jected, data researched. Whatever numbers you measure,
mention them.

Designate a Go-To Person for
Follow-Up Details or Questions
Okay, so you’re busy and don’t have time to answer daily
e-mails and phone calls from 60,000 employees, 3,700 cus-
tomers, 420 suppliers, and 19 strategic partners. Some-
body else does. Tag that somebody as the go-to person for

Is It Complete? 39