The Power of Planning: Aligning Passion with Purpose
In the never-ending pursuit of engaging employees (yes, I think engagement is Communications’ job, not just HR’s), thought leader Marcus Buckingham has made a slight but crucial shift in perspective. I’ve met Marcus and heard him speak at book signings and communication conferences and have great admiration for his research and insights.
He is known for helping others discover and leverage their strengths – getting a chance to do what we do best every day. in Buckingham's latest book, Love+Work, he shifts toward a more profound aspiration: engaging in work we love, acknowledging that our passions don't always align with what we’re great at.
For the past few months, I have been fortunate to focus on the intersection of both—something I love and excel at: developing and unveiling a strategic plan.
I began my communication career focusing on tactics, like writing, photography, e-newsletters, presentations, etc. and enjoyed them all, but what I found I really love, and that has proven to be valuable to my employers, is creating communication plans that utilize those tactics in support of an overarching strategic plan. That is, when there is a strategic plan to align with.
In the corporate world, planning is commonplace, but not so much in academia, even though it is desperately needed there as well.
What I have found most frustrating is when I am unable to convince faculty leaders of the need for a strategic plan that I can then support with communication.
In my new role in a new center within an old university, I am fortunate to work for a leader with both academic and corporate experience. As an engineer and research faculty, of course he hasn’t had formal training in business planning. But, he isn’t afraid to admit it or to reach out for help, which I have found to be rare among PhDs.
He gets the importance of having clarity of purpose and a roadmap to achievement. And, he even allowed this new guy to spearhead a strategic planning process, blending elements of compression planning (compelling questions, quick consensus), human-centered design (empathy, ideation, lots of sticky notes), and the emerging potential of generative AI (it’s all about the prompt).
This fusion of methodologies not only facilitated the creation of a strategic plan but made the process much more interesting and fun for me and the entire team.
Next up? Finalizing the strategic communication plan that aligns with and supports this overarching strategic plan.
My com-mu-ni-ca-tors, you may find your calling in the art of crafting engaging e-newsletters, mastering social media, or myriad other tactics. Embrace these passions and refine your skills with joy.
Yet, if your curiosity extends beyond the tactical, seeking to weave these discrete threads into a cohesive tapestry, I encourage you to delve deeper into the realms of strategic thinking and AI. The path to advancement or at least becoming indispensable lies in the synthesis of tactics into overarching strategy—where your capabilities can help propel your organization forward in many ways.
As communicators, we have the unique opportunity to act as catalysts for strategic clarity within our organizations. Whether your institution already has a strategic framework in place or might be open to recognizing its need, your role is pivotal.
By championing the integration of communication and strategic planning, you not only elevate the impact of your work but also ensure that it resonates with heart and minds.
In my journey toward launching digital communication courses for communicators and leaders, I want to equip you with the insights and tools to navigate this terrain. Until then, let's continue to explore the fusion of passion and strategy, making every communication effort count towards a larger vision.
Remember, in the realm of strategic communication, we're not just participants; we're architects of change.
