It’s tempting to focus on the here and now because things change so quickly. However, one should not lose sight of the need to strike a balance between a timely response to events and the need to plan and be ready for the future. Consider this. When driving, you look at the road immediately in front of you to check for obstacles and the surface’s condition (such as mud, rocks, ice, potholes), and you look ahead, so you can know how close you are to your destination, if there are alternate routes that would be better, and what other drivers are doing. If you were to check only the road for the immediate 25 to 50 feet, you’d probably get into trouble. Same if you only focused on the view down the block. Navigating the twists and turns of business requires the same ability to simultaneously take the short and long views.
With so much on the line today, there is an expectation that management lead with actions that will get a company through an immediate challenge or crisis and lay a strong foundation for business agility that will result in long-term profitability. It’s not enough to get through today, this week, or this month, because you’re not sure what may be around the corner. Financial predictability may be elusive, but one thing is certain. Temporary measures will give you temporary results at best. Long-term measures and plans will yield long-term success.
A well-developed, strategically executed communication plan (distinct from sporadic and uncoordinated communication) can go a long way to helping you successfully achieve your operational and financial objectives. When there’s a seamless, branded and culturally-relevant experience for employees and customers, the benefits extend to the entire business enterprise (and your customers).
Stephanie Leibowitz, MA, Anthropologist At Work
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