Learning the Art of Sticky Communication

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Learning the Art of Sticky Communication

December 18, 2007 10:37 AM

The role of CFO as chief communicator has escalated drastically in the last decade. Finance leaders must convey complex messages to fragmented audiences, including investors, employees, customers, regulators, and more. But crafting messages that disparate audiences can grasp, retain -- and perhaps even act on -- requires a high level of skill, as a Wharton professor describes in this analysis of why some communications succeed while other fail. The key, he says, is simplicity -- identifying the most central, core elements of strategies and highlighting them to get your idea to "stick." A sticky idea, he says, is "one that people understand when they hear it, that they remember later on and that changes something about the way they think or act" (requires free registration).

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