In recent years, people have begun to evaluate companies based on values, using that to determine whether or not to support them. Although leaders have always faced tough decisions, the past few years have pushed them to navigate cultural, political, and social topics on widely viewed platforms. Now, companies are expected to be knowledgeable on current events and take an active stance. The threat of boycotts and bad press forces leaders to be courageous and strategic whenever they make a public comment.
When it comes to making high-pressure decisions, leaders should see this as an opportunity to showcase their thinking, values, and thoughtfulness. Below are some tips I recommend:
Consult your advisors: Leaders should not be making decisions alone. Discuss with people who have different experiences than you and can give you a different perspective. Use these conversations to fill in knowledge gaps and get a holistic view of the situation.
Communicate your message: Look to your communications team of experts who have an understanding of how you should share your stance. They possess insight into audiences, sentiments, and long- and short-term implications. Run through how your message will be shared and the anticipated response.
Conduct due diligence: Ground your decision in data and facts. Refer to previous high-pressure situations and predict counterarguments.
Control the timing: Use timing to your advantage. Developments may happen quickly and you may feel pressured to immediately respond. Take a step back so you can make an informed decision and push back on the pressure to move too fast.
Consider wider implications: In today’s world, everything gets scrutinized. You cannot just focus on short-term solutions that may appease audiences now but backfire later. Look at the big picture and plan for long-term success.
Cultivate Authenticity: Audiences can discern who is being sincere and who is performative. Leaders must have the courage to commit to who they are as people and to the company values. You may not have to comment on every issue and you don’t always need to be the dominant voice. At every point, you should consider your audience. Remember the people receiving your message, and remember to be human.
No decision is without risks. Be strategic on when and if you put out a statement. You can rely on data or you can turn to your gut. Regardless, a thoughtful communications strategy can help leaders find the courage to make the call.
For more of my thoughts on corgeous deciion-making, see my recent piece for Ragan.
-Liz Stein is managing director of One Strategy Group.
