Make Your Statements Sing: The Innovators

8. Regardless of the words used, provide definition to ensure group understanding. (e.g. honesty may be seen as what you say, but what about the things that are not said aloud?) Always ask, "What does that really mean?" And "Will everyone, regardless of position, be able to understand it?"

9. Less is always more. A simple sentence is better than multiple ones or complex concepts interrupted by commas. Strength and simplicity rules.

10. Once you've agreed on the statements, let them "rest" for a day, and then come back with a half-day session for final agreement. Discuss how to communicate the statement to the various internal and external (customers) parties.

Only when everyone who has a stake in the firm can see the words of these statements demonstrated, a truly convincing brand can be established. It is only then that a culture of innovation can exist. It is only then that a level of sustainability through economic and business cycles can occur.

-- Written by Vince Crew in Naples, Fla.

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