The third skill of leadership tests a leaders ability to communicate the vision.
It has been said that the danger in communications is assuming it has been accomplished.
When a leader has developed a vision of where the organization needs to go and has developed members of a small team to assist in the communications, the job of communicating is not over, it is just beginning. The leader and the team must develop a formal plan for communicating the vision. This may be a small back of the napkin variety for small changes in small organizations or a formal plan for larger issues and larger organizations. In this case, leaders should elicit the help of a professional communications expert.
The plan should include key messages and the timing and channel of communicating each.
The leader should be careful to use many communication channels. These may include staff meetings, newsletters, wall posters, parchment copies of the vision statements, videos, mind maps, and other passive communication methods. However, for large change, the channels should include aggressive communication channels such as simulations and search conferences.