Record Set, Message Missed

Although business writer Suzanne Lucas pitches her piece to HR professionals, her post mortem of Cory Booker's record-setting filibuster has lessons for anyone interested in effective communication.

Her broad points are:

1. Focus on substance over spectacle.
2. Tie actions to clear goals.
3. Engage in two-way communication.
4. Don't preach to the choir.

Lucas starts off by noting that, contrary to Cory Booker's stated goal,

... the focus of the headlines and reporting wasn't about the policies that Booker advocated for or the solutions he proposed. It was about the record-breaking speech, which overshadowed its purpose. For leaders of all kinds, it's a cautionary tale: Are your actions driving meaningful change, or are they just grabbing attention?

I'm no fan of Booker, and I suspect our lazy and incurious news media deserve some of the blame for its focus on nonessentials. Nevertheless, it is clear that Booker could have greatly increased his odds of success by following her advice.

For example, regarding her first point about the hazards of creating a spectacle:

Booker's speech broke a record previously held by Sen. Strom Thurmond, who filibustered against the 1957 Civil Rights Act. While the delivery was historic, Booker's speech inadvertently revived discussions about Thurmond's opposition to civil rights -- an unintended consequence that distracted from Booker's intended message.

Don't let flashy execution overshadow your core message. If your team walks away talking about how you said something rather than what you said, you've missed the mark.

Always ask: Will this method amplify my message or distract from it?

Her other points are just as worthy of consideration, too.

-- CAV