Sample Chapter

From the Preface of the 2nd Edition

Since the first edition of this book, I have consulted with numerous organizations about many of the communication issues discussed in the original edition. Those experiences shaped this edition in two very different ways. First, they reinforced my conviction that the notions discussed in the first edition can have a profoundly positive impact on the way organizations function and managers lead. I have seen poorly informed "subordinates" become knowledgeable team players, demoralized managers transformed into motivated ones and dispirited organizations reinvigorated into organic learning systems. Second, I learned first-hand the difficulty many organizations experience translating seemingly simple and straightforward principles into action. In fact, a few of my projects were wonderful failures. Wonderful because they forced me to rethink and reshape some of these seemingly straightforward principles. After all, knowledge shaped in the crucible of experience ultimately proves the most enduring and valuable.

So what? This edition focuses on the same critical issues discussed in the first edition but with a much greater emphasis on the successful implementation of the principles. Every chapter was revised in some major way. For example, this edition discusses a new way to manage the relationship between data, information, knowledge, and action. The first edition only touches on this concern. This edition also presents an improved way to strategically communicate about organizational changes. After leading dozens of change efforts in the past few years, I have grown to appreciate the difficulty and complexity of effectively implementing major organizational change. This edition analyzes many of those experiences.

Another force has also caused me to reshape this edition. The Internet has significantly changed the way organizations communicate. The book discusses "dot.coms" as well as the impact of the Internet on traditional brick-and-mortar organizations. The "dot" is the most significant aspect of the dot.com evolution because dots can be easily connected. The ease of connecting employees, managers and executives has not made organizational communication easier; it has only changed the nature of the challenge. This edition tackles this issue in a variety of ways. In fact, my consulting firm, Metacomm, developed a web site for the book intended to improve the connection between motivated readers and the material. The site contains chapter outlines, exercises, and case studies. I hope the book and web site provide the wisdom, insight and advice necessary to enhance your communication effectiveness.