Merger and acquisition activities reached record levels in 2007, according to the McKinsey Review. These transactions reached almost $4 trillion worldwide. However, with an increase of these transactions, deals are getting more aggressive. In 2007, $520 billion worth of merger and acquisition activity were “hostile transactions.” This amount beats the previous record for hostile transactions, which was set in 1999. This trend leaves managers wondering, what can I do to better anticipate a hostile takeover?
What Causes Hostile Transactions?
There are a variety of factors that cause hostile transactions, including a loss of trust between shareholders and management. When managers anticipate a hostile takeover, they typically put together a defensive plan to resist the takeover. However, according to the McKinsey Review, this strategy doesn’t necessarily create the most value. Managers are acting in the best interest of keeping the company’s independence, instead of evaluating what’s best for the company’s shareholders.
Serve the Company and Shareholders
Managers should focus on serving both shareholders and preserving long-term independence by acting preemptively. Managers need to recognize what another business owner might see in their company and seize those opportunities themselves. This will provide shareholders value and help protect your company.
To accomplish this, focus on corporate value strategy and creating initiatives that add value to the company. Having these measures in place allows a company to identity financial, operation, strategic and portfolio decisions that might otherwise make a company appealing for hostile takeover.
If you address these areas, your company will be stronger. Outside companies will look elsewhere for deals where they can buy at a low price (because your company will be valued higher).
Companies who don’t successfully implement these strategies will have a difficult time explaining why merger and acquisition activity isn’t in the best interest of the company.
Diagnosing your Company’s Vulnerability
Create strategies that focus on accurately diagnosing your company’s weak spots. For example, a company might be able to improve operations, improve governance and better manage their balance sheet.
Make operational changes: Companies should carefully evaluate opportunities for untapped potential. Find these opportunities by focusing on areas with average performance. Performance targets should be developed to create more operational value. For example, a company might increase efficiency by outsourcing production.
Evaluating your portfolio: Another item to consider is restructuring your portfolio. For example, if you have a large portion of capital that isn’t being maximized, you could be a target.
Focus on improving your portfolio by identifying opportunities to enhance its composition. According to the McKinsey Review, a European telecommunications company focused on diversifying noncore assets (15 to 20 percent of the total corporate value) to operate more efficiently and become less attractive to outside companies.
Make Changes in your Balance Sheet: If a company has an under performing balance sheet, it may become a target. Private equity firms who have long-term cash balances that are normal, high amounts of working capital and a balance sheet that’s underleveraged are more attractive to outside companies.
Management needs to evaluate the balance sheet to determine areas that have capital that can be given up. For example, could you give extra dividends to shareholders? During this process, make sure to retain enough cash to effectively grow the company in the future.
Improving Governance: Companies with weak governance need to focus on improvement. A management group with interests that don’t line up with shareholders creates more vulnerability.
If governance is an issue with your company, focus on strategies to re-align management interests with those of shareholders. Also, work on increasing the transparency of governance. Managers should also focus on communicating their commitment to increase shareholder confidence.
Dealing with Perceptions
Companies also need to address perception issues. Make sure the value of your company is perceived highly. You don’t want other companies thinking they have a lot of opportunity to increase the value after changes are made.
For example, if shareholders lack confidence in management’s ability to deliver value to an organization, a company may be perceived as a target for takeover. Improve communication with investors. Continue to work on improving shareholder earnings. If necessary, a company must take an aggressive approach to building confidence (if there are serious problems with management). This can be achieved by replacing problematic managers.
Focusing on strategies that improve shareholder value and building trust can minimize the chances of a hostile takeover. These measures also make sure a company is aligning their desire to stay independent with providing the most value to shareholders. Although value isn’t always the key driver for Merger and Acquisition activity, when a company has captured all of the opportunities for success, it’s valued higher. This can minimize company appeal and make shareholders happy.
Resources:
Jenny Askfelt Ruud, Johan Nas and Vincenzo Tortorici. “Preempting Hostile Takeovers.” The McKinsey on Finance, Number 24, Summer 2007
Mark Jordan is the Managing Principal of VERCOR, an investment bank that creates liquidity for middle market business owners. He is the author of “Driving Business Value in an Uncertain Economy”, “Selling Your Business the Hard Easy Way”, “Enhancing Your Business Value…The Climb to the Top” and co-author of “The Business Sale…A Business Owner’s Most Perilous Expedition.” For more information, contact him at 770.399.9512 or click here to email Mark.
Wednesday, April 7, 2010
Creating a More Effective Risk Assessment Strategy
When creating a risk assessment strategy, companies spend a lot of time focusing on direct risks. Indirect risks, which are often overlooked, can have a serious impact on your business. These risks can cause issues with securing raw materials, limit revenue and your ability to compete in the market place.
For example, according to the McKinsey Review, in 2000 there was a lightening storm in New Mexico. It caused a fire which damaged a technology company that produced chips. Millions of mobile phone chips were damaged.
The technology company didn’t just supply one mobile company, it supplied chips to several. All of the companies were scrambling to shift production to suppliers in Japan. However, not all companies were able to make the adjustment quickly. Companies who didn’t move quickly lost serious revenue.
Regardless of your industry, indirect threats cause a ripple effect. It’s not realistic to eliminate these risks altogether, but with proper planning, you can minimize them.
Target the Value Chain
Most companies have a process in place for evaluating their value chain risk. However, companies need to incorporate processes for targeting the most common indirect risks. According to the McKinsey Review, there are four areas that should be examined (called risk cascades), including: competitors, supply chains, distribution channels and customer responses.
Evaluate the Risk of Competitors
When a company has a structure that is seriously different from competitors, they are at higher risk. Although you don’t want to “copy” competitors, if you plan on varying your strategy substantially, you must pay more attention to indirect risks.
Having a completely different strategy from your competitors means if you’re hit by an indirect risk, the competition may be able to capture your share of the market (because their strategy is much different). This can drive down revenue and hurt the company long-term.
Consider Supply Chain Exposure
When creating a strategy, focus on areas of weakness in your supply chain. Are there indirect threats that could interrupt your ability to secure parts and materials? If so, it could create pricing and supply issues. These issues can affect the customer’s ability to access your product, which can drive down sales.
Look out for Distribution Channel Risks
Managers should also spend some time evaluating potential distribution channel risks. These risks can hinder your ability to reach customers, interfere with costs and even pose a threat to your existing business model. For example, the McKinsey Review discuses the bankruptcy of Circuit City in 2008. As the electronic company liquidated, it created price pressure for other companies.
These companies were holding more then $600 million in unpaid receivables at the time. Customers were in “bargain hunting” mode which directly affected other retailers. Companies were forced to drop prices to make sales.
Anticipate Customer Response
Anticipating the response of customers is difficult. With so many factors involved in a purchasing decision, there are plenty of indirect risks associated with this category.
For example, consider the increase in gasoline prices. As this occurred, customers changed their vehicle purchasing behavior. There was a steady decline in the purchase of large vehicles. Automobiles with the ability to achieve better gas mileage experienced an increase in sales. Customers were also more willing to purchase new alternatives, like the Hybrid.
Evaluating your Risk Profile
When creating risk strategies, companies should carefully consider the risk cascades. Anticipating how direct and indirect risks move through the value chain can help companies prevent the “ripple effect” that occurs when indirect risks aren’t considered.
For example, most industrial companies believe they’re in trouble when the price of carbon increases. The McKinsey Review, however, argues that carbon price increases doesn’t always hurt business. In fact, some companies may benefit.
If carbon was more expensive, aluminum would become the material of choice, which could positively impact automobile manufacturing companies. Therefore, some companies might be negatively impacted, while others (like the automotive companies) would see positive results.
Although companies can’t see around every corner, they can be as prepared as possible. Creating the best possible risk assessment by identifying indirect threats can help create more effective, corporate strategies. Risk cascades can help your company create more effective strategies for anticipating future changes and getting ahead of the curve.
Resources:
Eric Lamarre and Martin Pergler. “Risk: Seeing Around the Corner.” The McKinsey Review, October 2009.
Mark Jordan is the Managing Principal of VERCOR, an investment bank that creates liquidity for middle market business owners. He is the author of “Driving Business Value in an Uncertain Economy”, “Selling Your Business the Hard Easy Way”, “Enhancing Your Business Value…The Climb to the Top” and co-author of “The Business Sale…A Business Owner’s Most Perilous Expedition.” For more information, contact him at 770.399.9512 or click here to email Mark.
For example, according to the McKinsey Review, in 2000 there was a lightening storm in New Mexico. It caused a fire which damaged a technology company that produced chips. Millions of mobile phone chips were damaged.
The technology company didn’t just supply one mobile company, it supplied chips to several. All of the companies were scrambling to shift production to suppliers in Japan. However, not all companies were able to make the adjustment quickly. Companies who didn’t move quickly lost serious revenue.
Regardless of your industry, indirect threats cause a ripple effect. It’s not realistic to eliminate these risks altogether, but with proper planning, you can minimize them.
Target the Value Chain
Most companies have a process in place for evaluating their value chain risk. However, companies need to incorporate processes for targeting the most common indirect risks. According to the McKinsey Review, there are four areas that should be examined (called risk cascades), including: competitors, supply chains, distribution channels and customer responses.
Evaluate the Risk of Competitors
When a company has a structure that is seriously different from competitors, they are at higher risk. Although you don’t want to “copy” competitors, if you plan on varying your strategy substantially, you must pay more attention to indirect risks.
Having a completely different strategy from your competitors means if you’re hit by an indirect risk, the competition may be able to capture your share of the market (because their strategy is much different). This can drive down revenue and hurt the company long-term.
Consider Supply Chain Exposure
When creating a strategy, focus on areas of weakness in your supply chain. Are there indirect threats that could interrupt your ability to secure parts and materials? If so, it could create pricing and supply issues. These issues can affect the customer’s ability to access your product, which can drive down sales.
Look out for Distribution Channel Risks
Managers should also spend some time evaluating potential distribution channel risks. These risks can hinder your ability to reach customers, interfere with costs and even pose a threat to your existing business model. For example, the McKinsey Review discuses the bankruptcy of Circuit City in 2008. As the electronic company liquidated, it created price pressure for other companies.
These companies were holding more then $600 million in unpaid receivables at the time. Customers were in “bargain hunting” mode which directly affected other retailers. Companies were forced to drop prices to make sales.
Anticipate Customer Response
Anticipating the response of customers is difficult. With so many factors involved in a purchasing decision, there are plenty of indirect risks associated with this category.
For example, consider the increase in gasoline prices. As this occurred, customers changed their vehicle purchasing behavior. There was a steady decline in the purchase of large vehicles. Automobiles with the ability to achieve better gas mileage experienced an increase in sales. Customers were also more willing to purchase new alternatives, like the Hybrid.
Evaluating your Risk Profile
When creating risk strategies, companies should carefully consider the risk cascades. Anticipating how direct and indirect risks move through the value chain can help companies prevent the “ripple effect” that occurs when indirect risks aren’t considered.
For example, most industrial companies believe they’re in trouble when the price of carbon increases. The McKinsey Review, however, argues that carbon price increases doesn’t always hurt business. In fact, some companies may benefit.
If carbon was more expensive, aluminum would become the material of choice, which could positively impact automobile manufacturing companies. Therefore, some companies might be negatively impacted, while others (like the automotive companies) would see positive results.
Although companies can’t see around every corner, they can be as prepared as possible. Creating the best possible risk assessment by identifying indirect threats can help create more effective, corporate strategies. Risk cascades can help your company create more effective strategies for anticipating future changes and getting ahead of the curve.
Resources:
Eric Lamarre and Martin Pergler. “Risk: Seeing Around the Corner.” The McKinsey Review, October 2009.
Mark Jordan is the Managing Principal of VERCOR, an investment bank that creates liquidity for middle market business owners. He is the author of “Driving Business Value in an Uncertain Economy”, “Selling Your Business the Hard Easy Way”, “Enhancing Your Business Value…The Climb to the Top” and co-author of “The Business Sale…A Business Owner’s Most Perilous Expedition.” For more information, contact him at 770.399.9512 or click here to email Mark.
Thursday, February 4, 2010
New Book: Selling Your Business: A Practical Guide to Getting It Done Right
Selling Your Business: A Practical Guide to Getting It Done Right engages business owners with storytelling—narrating readers through a tour of successful and unsuccessful business transactions. Whether it is the unpacking of the life cycle of a deal or helpful Common Pitfalls sections, they illustrate how business owners can achieve the business sale they deserve and avoid the potential blunders that await them.
• The authors examine which action will sabotage your efforts to sell your business - revealing too much about your company or playing your cards too close to your chest?
• Why do some business sellers close deals with synergistic buyers while others court financial ones?
Fortunately, Mark Jordan, Mark Gould and Rex Slagel have provided answers in Selling Your Business: A Practical Guide to Getting It Done Right. As investment bankers and authors, they are passionate about helping business owners successfully navigate the process of selling a company. Their deep experience in delivering mergers and acquisitions advice at VERCOR uniquely positions them to bring a dose of reality to the process. Jordan, Gould and Slagel examine scores of business sales—carefully deconstructing them—for potential strengths and weaknesses. The trio also scrutinizes missteps of business owners involved in deals that fell apart so you do not make the same mistakes.
• The authors examine which action will sabotage your efforts to sell your business - revealing too much about your company or playing your cards too close to your chest?
• Why do some business sellers close deals with synergistic buyers while others court financial ones?
Fortunately, Mark Jordan, Mark Gould and Rex Slagel have provided answers in Selling Your Business: A Practical Guide to Getting It Done Right. As investment bankers and authors, they are passionate about helping business owners successfully navigate the process of selling a company. Their deep experience in delivering mergers and acquisitions advice at VERCOR uniquely positions them to bring a dose of reality to the process. Jordan, Gould and Slagel examine scores of business sales—carefully deconstructing them—for potential strengths and weaknesses. The trio also scrutinizes missteps of business owners involved in deals that fell apart so you do not make the same mistakes.
Monday, January 25, 2010
Generating Better Business Ideas
Some of the best business ideas originate from countercultural roots, according to the Booz & Co. article “The LifeCycle of Great Business Ideas.” But many business leaders struggle with how to weed out the non-effective ideas and find the few gems. Understanding the business idea lifecycle, learning how to identify the best ideas and understanding trends of the future can help business leaders navigate this process.
Lifecycle of Management Ideas
When evaluating the sustainability of lifecycle management ideas, it’s important to evaluate the ideas in the context of the company. Performance is more relative than absolute. For this reason, the success of business ideas can’t be replicated in every company. If ideas can be replicated, the competitive advantage is lost.
The Role of the Business Leader
Managers with revolutionary business ideas usually have a different concept about authority and have a unique management style. These managers are dedicated to making the organization much different from when they started.
For example, P.V. Kannan, CEO and Co-Founder of 24/7 Customer, a company that focuses on outsourcing, developed a company that managed email (before companies routinely used email communication). He ran into a lot of resistance when marketing the idea to business owners. However, companies use email routinely today, which makes Kannan a revolutionary leader (although the idea doesn’t provide a competitive edge any longer). Kannan also launched a call center in India and received a lot of push back. The call center currently has over 7,000 employees and is a huge success.
Some business leaders aren’t confident there are many new business ideas in the marketplace. They believe that most leaders are taking existing ideas and tweaking them to improve success. Business ideas often go through cycles. What’s successful today may be obsolete several years down the road and then make a come back in 20-years.
Recognizing Good Management Ideas
Even the brightest leaders get confused about drivers and results. Management should invest time ensuring that data is independent and reliable. When testing the success of an idea, make sure the independent variables are truly independent and aren’t influenced by outside factors. If you don’t follow this rule, companies don’t have an accurate picture of what is driving the results.
For example, Kannan was asked by a large client to develop two new customer service measures. Customer service representatives were now required to end the call by asking if there’s anything else needed and saying “have a nice day.” However, by measuring the impact of these changes, Kannan found the new changes didn’t make a positive impact. In fact, customers were annoyed by representatives prolonging the conversation and wanted to get off the phone quickly.
Generating Larger Pools of Ideas
When coming up with good ideas, it should be generated from a large pool of ideas. This way, management can throw out the bad ideas, and hone in on the most promising strategies. Employees developing the pool of ideas should come from a variety of business units. When everyone in the room comes from the same place, the organization may miss out on a truly great idea. Conformity in this process will only lead to short-term results. More diversity provides more opportunities for long-term results.
Another challenge in implementing good ideas is taking the ideas from concept to implementation. As management teams go through changes, ideas often get lost in the mix and don’t see the light of day. Streamlining the process for rolling out new ideas will ensure the strategies aren’t sabotaged by unnecessary roadblocks.
Rolling out revolutionary ideas can seem risky. However, having good research to support the new ideas allows leaders to make educated guesses when the outcome is risky. Taking calculated risks provides an opportunity to win market share and boost long-term results. When planning new ideas, management should think outside the “boom and bust” cycles and build capabilities that have the potential to provide a competitive advantage for years to come.
The Future of Management Practices and Thinking
Generating ideas to create long-term success will require a higher degree of attention paid to daily events. Managing daily activities more efficiently will continue to drive better performance and revenue. Management need to change practices to become more accountable for results. Companies also need to develop new ideas that will keep pace with the changing marketplace. Executives of the future will need to focus on ideas for generating better data and improving the accuracy of decisions.
Resource:
Bridget Finn. “The Life Cycle of Great Business Ideas” Booz & Co, September 2008.
--------------------------------------------------------------------------------
Mark Jordan is the Managing Principal of VERCOR, an investment bank that creates liquidity for middle market business owners. He is the author of “Driving Business Value in an Uncertain Economy”, “Selling Your Business the Easy Way”, “Enhancing Your Business Value…The Climb to the Top” and co-author of “The Business Sale…A Business Owner’s Most Perilous Expedition.” For more information, contact him at 770.399.9512 or click here to email Mark.
Lifecycle of Management Ideas
When evaluating the sustainability of lifecycle management ideas, it’s important to evaluate the ideas in the context of the company. Performance is more relative than absolute. For this reason, the success of business ideas can’t be replicated in every company. If ideas can be replicated, the competitive advantage is lost.
The Role of the Business Leader
Managers with revolutionary business ideas usually have a different concept about authority and have a unique management style. These managers are dedicated to making the organization much different from when they started.
For example, P.V. Kannan, CEO and Co-Founder of 24/7 Customer, a company that focuses on outsourcing, developed a company that managed email (before companies routinely used email communication). He ran into a lot of resistance when marketing the idea to business owners. However, companies use email routinely today, which makes Kannan a revolutionary leader (although the idea doesn’t provide a competitive edge any longer). Kannan also launched a call center in India and received a lot of push back. The call center currently has over 7,000 employees and is a huge success.
Some business leaders aren’t confident there are many new business ideas in the marketplace. They believe that most leaders are taking existing ideas and tweaking them to improve success. Business ideas often go through cycles. What’s successful today may be obsolete several years down the road and then make a come back in 20-years.
Recognizing Good Management Ideas
Even the brightest leaders get confused about drivers and results. Management should invest time ensuring that data is independent and reliable. When testing the success of an idea, make sure the independent variables are truly independent and aren’t influenced by outside factors. If you don’t follow this rule, companies don’t have an accurate picture of what is driving the results.
For example, Kannan was asked by a large client to develop two new customer service measures. Customer service representatives were now required to end the call by asking if there’s anything else needed and saying “have a nice day.” However, by measuring the impact of these changes, Kannan found the new changes didn’t make a positive impact. In fact, customers were annoyed by representatives prolonging the conversation and wanted to get off the phone quickly.
Generating Larger Pools of Ideas
When coming up with good ideas, it should be generated from a large pool of ideas. This way, management can throw out the bad ideas, and hone in on the most promising strategies. Employees developing the pool of ideas should come from a variety of business units. When everyone in the room comes from the same place, the organization may miss out on a truly great idea. Conformity in this process will only lead to short-term results. More diversity provides more opportunities for long-term results.
Another challenge in implementing good ideas is taking the ideas from concept to implementation. As management teams go through changes, ideas often get lost in the mix and don’t see the light of day. Streamlining the process for rolling out new ideas will ensure the strategies aren’t sabotaged by unnecessary roadblocks.
Rolling out revolutionary ideas can seem risky. However, having good research to support the new ideas allows leaders to make educated guesses when the outcome is risky. Taking calculated risks provides an opportunity to win market share and boost long-term results. When planning new ideas, management should think outside the “boom and bust” cycles and build capabilities that have the potential to provide a competitive advantage for years to come.
The Future of Management Practices and Thinking
Generating ideas to create long-term success will require a higher degree of attention paid to daily events. Managing daily activities more efficiently will continue to drive better performance and revenue. Management need to change practices to become more accountable for results. Companies also need to develop new ideas that will keep pace with the changing marketplace. Executives of the future will need to focus on ideas for generating better data and improving the accuracy of decisions.
Resource:
Bridget Finn. “The Life Cycle of Great Business Ideas” Booz & Co, September 2008.
--------------------------------------------------------------------------------
Mark Jordan is the Managing Principal of VERCOR, an investment bank that creates liquidity for middle market business owners. He is the author of “Driving Business Value in an Uncertain Economy”, “Selling Your Business the Easy Way”, “Enhancing Your Business Value…The Climb to the Top” and co-author of “The Business Sale…A Business Owner’s Most Perilous Expedition.” For more information, contact him at 770.399.9512 or click here to email Mark.
Creating Messages that Stick
Communicating complicated messages to fragmented audiences isn’t an easy task. According to the article “Crafting a Message that Sticks: An interview with Chip Heath”, understanding how to create memorable messages allows the audience to visualize the end result which accomplishes long-term success. Chip Heath, a professor at the Stanford Graduate School of Business, has extensively studied why some communication strategies thrive while others fail.
Inspiring Employees
Some leaders are able to create messages that inspire thousands of employees, while other leaders struggle to make an impact. Often times, employees hear a presentation but aren’t inspired to make changes in their daily routines. Leaders may invest weeks or even months preparing these presentations without any significant results – because the message wasn’t “sticky” enough. Managers who change their communication approach can invoke that light bulb moment in audience members which inspires the desired action.
For example, the McKinsey Review discusses how John F. Kennedy proposed to send a man to the moon in 1961. This concept motivated thousands of people across the private and public sector. The idea stuck because it was surprising, bold and people could picture the outcome.
Prioritizing Messages
When creating a successful message, it’s important to understand that every message isn’t worth laboring over. For instance, the status update of your organization is important but doesn’t require a lot of work. Messages that impact the vision and future of your company, however, require an investment that will leave employees with a message that isn’t forgotten weeks and even months later.
Creating a Successful Message
Leaders may become so enthusiastic about their message that they present too much information to employees. When creating a message that sticks, Heath recommends keeping it simple. He doesn’t recommend dumbing down the message, but rather identifying the core issues and presenting these in a simplified way. This helps employees to stay focused and understand simple concepts instead of being bombarded with too much information.
Heath explains the result of creating sticky messages is employees who understand the actions needed to make an impact. Employees will come up with innovative strategies to accomplish the task at hand because they will have a clear understanding of the desired outcome. One example would be a company who is communicating a message of “maximizing shareholder value. The company needs to create a message that will stick with employees during their daily tasks.
Avoiding the “Knowledge Curse”
According to the McKinsey Review, when a leader doesn’t have success with communication, he may be suffering from “the curse of knowledge.” Psychologists have found when people know a lot of information about a concept, it’s very difficult to imagine not knowing anything. Consider an executive who has been working for a company for 30 years. He has come to understand what “maximizing shareholder value” means. This statement, however, may seem abstract to a new employee with little company experience. Making the concept simple and creating a visual of the outcome will help employees relate the message to daily tasks.
Creating Examples
An idea or concept sticks better when the leader paints a picture of the end result. A good story makes the presentation more portable. This allows the leader to adapt the presentation to a variety of audiences such as employees and board members. Since each audience has a different agenda, a good story will allow the leader to quickly customize the presentation without making as many changes.
Fine Tuning the Presentation
If you want to make your message stick, you need to spend more time making the presentation more concrete. Stay away from vague or abstract concepts and convert those ideas into strong statements and examples. Instead of saying you want to offer “exceptional customer value”, the leader might discuss a concrete example such as how customers get free gift wrapping with every purchase. This makes the statement less abstract and allows the audience to visualize the desired outcome.
When a leader finalizes a presentation, he should ask himself a few questions about the message. Test the message to make sure it isn’t too complex and check if you included enough stories. The leader should also make sure the message carries creditability and emotional impact. This will make it more memorable. Once these changes have been made, the message should be stronger and have more “sticking power.”
The Value of Employee Focus Groups
For messages that are extremely important, consider holding an employee focus group. This group should include employees from across the organization to provide honest feedback. Getting this feedback before rolling out the message to the entire organization will make your message even better.
Resource:
Lenny T. Mendonca and Matt Miller. “Crafting a Message that Sticks: An Interview with Chip Heath.” The McKinsey Quarterly, November 2007.
--------------------------------------------------------------------------------
Mark Jordan is the Managing Principal of VERCOR, an investment bank that creates liquidity for middle market business owners. He is the author of “Driving Business Value in an Uncertain Economy”, “Selling Your Business the Easy Way”, “Enhancing Your Business Value…The Climb to the Top” and co-author of “The Business Sale…A Business Owner’s Most Perilous Expedition.” For more information, contact him at 770.399.9512 or click here to email Mark.
Inspiring Employees
Some leaders are able to create messages that inspire thousands of employees, while other leaders struggle to make an impact. Often times, employees hear a presentation but aren’t inspired to make changes in their daily routines. Leaders may invest weeks or even months preparing these presentations without any significant results – because the message wasn’t “sticky” enough. Managers who change their communication approach can invoke that light bulb moment in audience members which inspires the desired action.
For example, the McKinsey Review discusses how John F. Kennedy proposed to send a man to the moon in 1961. This concept motivated thousands of people across the private and public sector. The idea stuck because it was surprising, bold and people could picture the outcome.
Prioritizing Messages
When creating a successful message, it’s important to understand that every message isn’t worth laboring over. For instance, the status update of your organization is important but doesn’t require a lot of work. Messages that impact the vision and future of your company, however, require an investment that will leave employees with a message that isn’t forgotten weeks and even months later.
Creating a Successful Message
Leaders may become so enthusiastic about their message that they present too much information to employees. When creating a message that sticks, Heath recommends keeping it simple. He doesn’t recommend dumbing down the message, but rather identifying the core issues and presenting these in a simplified way. This helps employees to stay focused and understand simple concepts instead of being bombarded with too much information.
Heath explains the result of creating sticky messages is employees who understand the actions needed to make an impact. Employees will come up with innovative strategies to accomplish the task at hand because they will have a clear understanding of the desired outcome. One example would be a company who is communicating a message of “maximizing shareholder value. The company needs to create a message that will stick with employees during their daily tasks.
Avoiding the “Knowledge Curse”
According to the McKinsey Review, when a leader doesn’t have success with communication, he may be suffering from “the curse of knowledge.” Psychologists have found when people know a lot of information about a concept, it’s very difficult to imagine not knowing anything. Consider an executive who has been working for a company for 30 years. He has come to understand what “maximizing shareholder value” means. This statement, however, may seem abstract to a new employee with little company experience. Making the concept simple and creating a visual of the outcome will help employees relate the message to daily tasks.
Creating Examples
An idea or concept sticks better when the leader paints a picture of the end result. A good story makes the presentation more portable. This allows the leader to adapt the presentation to a variety of audiences such as employees and board members. Since each audience has a different agenda, a good story will allow the leader to quickly customize the presentation without making as many changes.
Fine Tuning the Presentation
If you want to make your message stick, you need to spend more time making the presentation more concrete. Stay away from vague or abstract concepts and convert those ideas into strong statements and examples. Instead of saying you want to offer “exceptional customer value”, the leader might discuss a concrete example such as how customers get free gift wrapping with every purchase. This makes the statement less abstract and allows the audience to visualize the desired outcome.
When a leader finalizes a presentation, he should ask himself a few questions about the message. Test the message to make sure it isn’t too complex and check if you included enough stories. The leader should also make sure the message carries creditability and emotional impact. This will make it more memorable. Once these changes have been made, the message should be stronger and have more “sticking power.”
The Value of Employee Focus Groups
For messages that are extremely important, consider holding an employee focus group. This group should include employees from across the organization to provide honest feedback. Getting this feedback before rolling out the message to the entire organization will make your message even better.
Resource:
Lenny T. Mendonca and Matt Miller. “Crafting a Message that Sticks: An Interview with Chip Heath.” The McKinsey Quarterly, November 2007.
--------------------------------------------------------------------------------
Mark Jordan is the Managing Principal of VERCOR, an investment bank that creates liquidity for middle market business owners. He is the author of “Driving Business Value in an Uncertain Economy”, “Selling Your Business the Easy Way”, “Enhancing Your Business Value…The Climb to the Top” and co-author of “The Business Sale…A Business Owner’s Most Perilous Expedition.” For more information, contact him at 770.399.9512 or click here to email Mark.
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