Richard Wolfe, author of Revival, The Struggle for Survival Inside the Obama White House”, spoke this morning on NPR Morning Edition about the communications problems in the Obama White House.  He observed that there has been a lack of clear messaging about the accomplishments of the first two years, and that the Republicans have clearly out-maneuvered them.  A case in point:  approximately one-third of the $800 billion stimulus package came in the form of tax cuts for the middle class, yet virtually no one knows about them, or where they came from.  He described the White House as lacking a clear identity and clear focus, which has interfered with their ability to communicate what they have achieved.

Every leader, regardless of the context, needs to communicate a clear, simple and direct message that articulates their identity, and helps to define their focus, their strategy and their successes.  The more complex or unclear the overarching message is, the harder it becomes to get people to understand what you are all about.  That message needs to be thought about before day 1, communicated (even if done so tentatively) on day 1 and every day after, and honed and crafted by day 30.  The message has to tell who you are, what you are trying to accomplish, and what your vision is for your function, business unit or organization.  The message should be embellished with stories about how the team has embodied that message, and fierce optimism about how the organization will continue to drive to that vision.

Bill Berman

Partner, PrimeGenesis

Managing Director, Berman Leadership Development