The premise of From Cascade to Conversation is that broadcasting to employees has become dangerously archaic. People everywhere have found their voice.
As individuals we now have both the desire and ability to converse across time and space. We no longer passively receive the message, but look to share and shape it. Broadcasting is the antithesis of how we choose to communicate.
Continuing with the corporate soliloquy will increasingly fail to meet our audiences' expectations.
Back in 1990, William Kahn, a US professor in organisational behaviour, espoused the commercial benefits of having ‘engaged’ employees. We are more energised and productive when fully engaged. Problems seem less insurmountable. We choose to give discretionary effort. Conversation has the power to do more than drive individual performance. It can unlock the collective value of an entire organisation, turning workers into a true workforce.
In a tough, competitive market, business as usual is not enough. Organisations need to be constantly innovating. If we look solely to our strategists or management consultants for this thinking, we ignore the hundreds or thousands of people who know our organisations best; who create our products and deliver our services every day. Tomorrow’s successful organisations will be listening to the wisdom of their crowds.
Conversation is a rare win-win.
My book is intended to give leaders and communicators the inspiration, insight and confidence to step away from the podium, put down the megaphone and end the corporate soliloquy. It stems from a profound belief that conversation works.
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