Next to people, communication is the most critical element to success whether you are in a growth mode or you are facing difficult economic times. However, when times are tough, failure to communicate has much greater consequences. Ineffective communication can accelerate failure in general. Communication is essential to developing trust. Trust is necessary to get people to reach down deep inside and give everything they have under the most difficult circumstances.

Colin Powell stated in an interview that as a young twenty-one year old lieutenant he was still trying to figure out the whole concept of mission and people when a crusty old Master Sergeant said to him:

"Let me make it clear for you, Lieutenant, so that you never ever doubt again what leadership is all about. Now, listen carefully. I ain't gonna repeat it. A good leader is someone whose troops will follow him, if only out of curiosity."

Communicating During a Restructure

You gain trust when people think you care as much about their welfare as you do your own. This is an especially difficult task when the economy isn't cooperating and you have eliminated jobs. That is one of the reasons that it is critical to act swiftly when implementing restructuring plans during tough economic times. It is important to create a big enough shock wave to immobilize the old culture, but you must convince the survivors that they are the keepers and you will all succeed together. Leaders are respected for discipline. Survivors will recognize that terminating people is part of the job if you gain their respect. They will view your decision as a sacrifice of part to protect the whole. Choice is critical. Employees that are C players must not make the cut. Removing non-contributors and disruptions due to poor performance is in fact to the benefit of those who remain.

WARNING---Do not under any circumstances keep an employee that is obviously a non-performer due to politics, tenure or relationship with the owner or anyone on the executive staff. This can countermand every honest effort and sincere communication made. It also sends a message of a lack of honesty.

The effectiveness of a true leader is not measured in terms of the leadership he or she exercises. It is measured in the leadership evoked. It is not measured in the decisions made, the costs cut, the plans made. It is measured in terms of the growth in confidence, sense of responsibility and acceptance of accountability by the employees that are a result of that leadership.

"The final test of a true leader is that they leave behind in others the conviction and will to carry on."

Leadership and communication help create solidarity. Solidarity implies a unity within a group that enables it to manifest its strength and exert its influence as a group. The very first step required after a restructuring process is mass communication. It may be virtually impossible, as President or CEO or COO, to get out in the field and talk to every employee face to face. Although that should be a priority follow up during the course of the year. An acceptable alternative to reach every employee is teleconferencing. However, most companies are not set up for that process. A second alternative is the production of a videotape that is presented to every employee simultaneously. Mandatory viewing by every employee at a pre-selected time is essential. The video should send a positive message addressing the following issues.