Communicate with Purpose
At a recent panel at Hamilton College, David Solomon, the CEO of Goldman Sachs, said the one skillset that's becoming harder to find is the ability to write.(1) Earlier in the discussion, he also spoke about the value of a liberal arts education, especially when it comes to critical thinking and problem-solving and its value in business.
As communications professionals, writing is core to our daily work. But Mr. Solomon is correct — finding good writers can be hard. Many communicators have mastered the mechanics of writing, but not as many have perfected the art of written communication. And in business writing, the ability to apply critical thinking and problem-solving can often be the linchpin that turns standard communication into pieces that resonate. All too often I see writers who don’t understand what they are writing.
Early in my career, a mentor told me that clear writing is a reflection of clear thinking. He said that writers had to truly understand the message and its purpose before they could write effectively. This advice has always stuck with me. Over the years, I have thought back to that advice many times as I have labored over a written communication piece. I have challenged the premise of every piece I have written, edited or reviewed to make sure it accomplishes its explicit and implicit purpose. As I grew in my career and handed over writing responsibilities to others, I have encountered many communicators and writers who don't fully understand the potential power and purpose of the message they are trying to deliver.
Every written message has a purpose, and it often goes beyond the words on the paper. Strong, resonant writing embraces the nuance of the message and takes the reader beyond the words on the paper to a deeper meaning. In literature, that can be transcendent and turn a book to a classic. In business, it means connecting a business message to a greater vision, purpose or value. It connects the potentially mundane to the meaningful.
And make no mistake — there is always a vision, purpose or value that perpetuates the need for the communication in the first place. Even the most seemingly innocuous announcements have links to business imperatives and priorities. The announcement of a new product that the company is launching aligns to a business strategy. While the introduction of the new product must communicate the product features and value to customers, it also provides an opportunity to reinforce the company’s vision and strategy and how the new product launch contributes to advancing that strategy.
Similarly, a company message marking an awareness day is often seen as a feel-good message for employees. But it reinforces a company’s values and mission. By answering the question of why the company is marking the awareness, the company communicates a greater purpose that aims to engage employees in the work. It advances the company’s purpose with employees and helps better define the company’s mission to external stakeholders.
The bottom line is writing with purpose advance business goals. Some people approach writing corporate communication as a task intended to provide the readers with logistical information they need to know. But understanding how corporate communication supports a bigger vision or objective makes the content richer and more effective. It engages the reader to see beyond the “what” of the message to why it matters. When a writer understands why the message is important, he or she can make it contribute to business goals and strategic imperatives. It can advance a company’s vision.
So I guess, I disagree with Mr. Solomon. It’s not that good writers are hard to find. It’s good communicators who understand how to elevate message, strategy and purpose that are the challenge.
(1) https://finance.yahoo.com/news/goldman-sachs-ceo-on-hiring-recruiting-skill-151104203.html