[MUSIC] In the of the organization, communication is characterized by sincerity. The willingness to speak the truth. Speaking with your own voice. The voice of the organization is a sign of confidence in the values that have brought people together around a common sense of purpose and shared goals. This does not mean that communication needs to be spontaneous and improvised. Well orchestrated communication is representative of the care and attention paid to the company's values, and how they are translated to different audiences. Steve Jobs' keynotes for Apple were renowned as perfect examples of carefully orchestrated moments of communication that reflected a genuine attachment to and a representation of Apple's identity and values. Other companies, like Facebook, have adopted similar communication approaches. It is important to note, however, Steve Jobs was himself in those moments. He certainly practiced and rehearsed like a performing artist, but he was doing what he believed in, and he presented his products and in his own and unique way. Following Jobs death, Apple's communications have kept the same keynotes broadcast world wide for the launch of new products. But the voice has changed with Tim Cook taking over. So Apple relies less on the CEO to embody it's image, but still relies on powerful communication. Like the Shot on iPhone 6 photographs campaign. Communication is everywhere, inside and outside. Relationality is again the key to achieve the subtle balance between structure and freedom, maintaining control over the message while giving people the liberty to express themselves. People who feel good in an organization will feel confident to speak about everything, what goes well, and what does not go well inside the company. But outside, it's a different story. And the same goes for your family or your association. Christine Lagarde, the Managing Director of the IMF Was the chairwoman of the American law firm Baker and McKenzie prior to becoming the French Minister of Foreign Affairs. Speaking about leadership to HCZMBS students in 2005, she was asked about the role of communication in leadership and she explain that, Baker and McKenzie Members of the firm could not criticize the firm outside the organization. They could do this inside but not outside. Anyone who consistently bad-mouthed the firm outside, no matter how long they had been within the firm, they were out. If you cannot speak positively of the company where you spent a large portion of your time and energy, then you should not be there in the first place. Channels for self expression and sharing inside the organization abound in many forms. From informal discussions around the coffee machine to formal forums, Internet, and platforms, like BlaBlaTalk or BlaBlaShare. Those are designed specifically to facilitate the exchange of ideas, opinions, and views. These channels are a means for companies to develop an internal voice, the language that has it's own internal voice for different people. It is the voice of the institution, and it is different from external voices that communicate through press releases, corporate websites, ads and branding tools, such as corporate logos. Social and professional networks also spread information and communication in the less controlled and more diffuse way. You need to understand and manage those tools and channels particularly because of their potential to escape your control and go viral. This is where you need to be cautious and measure the risks of open and direct communication. Developing a savoir relier mindset with relationality through genuine communication is a way to work consistently across multiple channels without risking to lose control. Genuineness is an attitude that can drive your choices and decisions about how you communicate, regardless of the channel. What matters is that you remain true to yourself and true to your organization. As we saw with values are critical to your success in effective communication outside the organization. Sincerely comes with the confidence that is built out of the experience, successes and failures, discernment and resilience, and the capacity to have a sense of perspective in moving forward. The Sevauholy organization is genuine and connects with the audience and its true identity. The uniqueness of its values is incarnated and valued by the employees and leaders. Theodore Zeldin, the British historian and philosopher who wrote Conversation, an essay that charts the power of dialog and the need for quality exchange between human beings, once told me as a piece of advice on my own leadership, you must not compete, you must be unique. His words have stayed with me throughout the time that I was at the head of the HEC MBA and strove to make the program unique in it's content. And also in the people it recruited and the values it relied on and the way it commits in communicated them. The identity of the MBA lied in the consistency across all of those points. Your company or group must carefully choose the words used to express your values. You need to ensure that they reflect its specific and unique identity as you have seen with [INAUDIBLE] or publicists so far. Unfortunately the corporate communication of large organization is very different in very different sectors often using exactly the same messages and wording. Those companies promote their supposed uniqueness and their integrity and entrepreneurship. They advocate their social responsibility by using words that are so generic, that they have almost lost their meaning. If you want to have an effective communication, you need to play close attention to language and commit to working with words that are well defined and associated in ways that are specific to your company. Your words cannot and should not be interchangeable with the words of another group or organization just like a dialect or even an accent that will reflect the common and shared way of living and interacting in a specific community. Your group, your company, or your family will be recognized in the way it crafts its discourse just like that you would recognize a painter or a poet by their distinctive style. This attention to detail is essential to what I referred to as genuine communication. And this is why writing is so important in the development of your leadership. And now with our next episode, we will move to our second pillar, the generous organization. And you will build your [FOREIGN] to leading organizations.
