CEOs struggle to get employees to adopt new strategies because abstract explanations don't work. Leaders need to show real emotional commitment at a dedicated event where they publicly pledge support and make personal commitments, not just give town-hall speeches about shareholder value.
Most important strategic initiatives impact several departments at once. Also, the people who must implement them are usually far away from the CEO's office. Therefore, top managers must have more than an abstract understanding. They need to show an emotional connection with the new project. That's the only way to inspire those who need to set aside old behaviors and implement new ones. Such executive bonds aren't crafted via a town hall speech or by sending out messages on the importance of creating shareholder value. Instead, you must hold a commitment event—an occasion specifically intended to bring your top managers together in a public show of solidarity. This usually takes place in a strategic planning retreat. By the time it concludes, each attendee has been asked to craft and engage with the new strategic plan.
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