strategic-executive-communication

Communication is not just about sharing information; it is a means to an end. The goal is to move the needle, get buy-in, and drive action. By taking ownership of the "blast radius" of your messages, you can reduce back-and-forth, eliminate apathy, and increase the likelihood of getting what you want.

Core Principles

1. Sales, then Logistics

Never jump straight into the "how" before securing agreement on the "why."

• Sales Note: Designed to get people excited and secure agreement.
• Logistics Note: Details the process, timeline, and execution.
• Order of Operations: If you share logistics before the audience has bought into the vision, they will view the task as a burden rather than an opportunity.

2. The MOO (Most Obvious Objection)

Before sending any message or starting a meeting, spend two minutes identifying the "Most Obvious Objection."

• Anticipate the skepticism your audience will likely have.
• Address the objection proactively within your pitch or memo.
• If you don't know the answer, acknowledge it accurately rather than guessing.

3. Concision over Brevity

Concision is about the density of insight, not absolute word count. A 1,000-word memo can be concise if every sentence is high-leverage.

• Find the "Chase": You cannot "cut to the chase" if you haven't identified what the core point is.
• Reduce Cognitive Load: Edit your work at least once to trim secondary information. Move "nice-to-know" details into a Slack thread or an appendix.

Implementation Workflow

Step 1: Frame the Conversation

Start every meeting or long memo with a 30-second "Sales" frame.

• Context: "Two weeks ago, we noticed [Problem]..."
• Action: "I’ve drafted a fix for [Area]..."
• Input Needed: "What I need from you today is feedback on [X] and a decision on [Y]."

2. Use Signposting Power Words

Guide the reader's eye and signal the structure of your logic using specific "Signposting" words:

• "For example": Signals an illustrative proof point.
• "Because": Signals the rationale and logic behind a decision.
• "As a next step": Signals clear ownership and action.
• "First, Second, Third": Creates structural hierarchy without needing complex formatting.

3. Calibrate Confidence

Speak accurately about your level of conviction to build long-term trust.

• Avoid: "This will increase revenue by 20%." (Stating hypotheses as fact).
• Use: "Based on our initial hunch and [Data Point], we believe this has the highest likelihood of increasing revenue."
• Avoid "The Martyr": Don't ignore company context. If the CEO's goal is retention, don't pitch a growth project without explaining how it supports retention.

Examples

Example 1: Requesting Team Input

Context: A Head of Ops needs executives to fill out a "Wins" spreadsheet. Ineffective (Logistics first): "Please fill out the Wins sheet by Friday at 5 PM. Use the specific format in Column B and link to the Notion doc." Effective (Sales first): "We want to shine a light on the amazing work your teams are doing so the whole company sees their impact. This is a great way to boost morale. To make this happen, please drop 2-3 wins into this doc by Friday. I've simplified the format so it takes less than 2 minutes."

Example 2: Addressing the MOO in a Proposal

Context: Pitching a new software tool that costs $50k. The MOO: "We already spent our budget for the quarter." The Application: Start the proposal by saying: "I know our department budget is currently locked for Q3. However, I’ve identified a way this tool can save us $70k in manual labor costs starting next month, effectively making it budget-neutral within 60 days. Because of this ROI, I recommend we pull forward the investment."

Common Pitfalls

• Venting as Feedback: Using a feedback session for "self-expression" rather than "strategy." If your goal is behavior change, delete anything that just makes you feel better but makes the recipient defensive.
• The Formatting Trap: Bolding more than 10% of a document. If everything is bolded, nothing is highlighted.
• The "I'll Get Back to You" Default: When asked a question you don't know, don't just shut down. Provide the "Question behind the Question" (e.g., "I don't have the exact mobile login % for June, but the trend has been 60-70% all quarter. Are you concerned about our mobile investment?")
• Assuming Buy-In: Presuming that because someone agreed two weeks ago, they are still "sold" today. Always re-sell the "why" briefly.