“4C” Your Business Success: Effective Communication to Transcend the Times

BY SAJINDRA GUNAWARDANE

“Just stop your crying, it’s a sign of the times…” – Harry Styles

Without question, the times are changing. You can see it everywherefrom global economies to geopolitical structures and standings, to business norms and workplace expectations as we once were or knew them to be, plus the imminent possibilities and points of tension introduced by AI software applications.

The multiple complexities of our evolving social and business worlds are on a fast path to change, maybe even upend, nearly every aspect of what we view as normal or predictive in business and employment dynamics, entrepreneurial journeys, and our own lives.

Signs of the Times

Whether these times are different than the days, years, and eras prior, there is no shortage of theories promulgated by the talking heads of the season. From television to social media to members of your business teams, everyone these days seems to have accepted a varying sense of concern if not fear that the prospects of a bright future are dimming by the day.

Whether it’s the perception of an economic downturn to reports of rising unemployment and threats to industry, the people you need on your team – business partners, employees, investors, regulators, and other key stakeholders – are all navigating seemingly tumultuous times.

When our firm launched in 2008, we faced different circumstances, such as an economic recession fueled by failings in the subprime mortgage market, a war abroad, and a slate of domestic security threats. These events fueled a nearidentical sense of fear and anxiety in the business community that this time, for sure, the sky was falling.

In many ways, it did, bringing with it the deepest recession since 1929. But in many other ways, especially in ways most relevant to this article, it did not.

For business leaders whom the US Business Counsel served closely following those recession years, and owners of businesses who are coming of age today, one truth has become exceedingly clear: There is only one way through uncertain times. And that is through it.

But to get through times like these while still maintaining key relationships in and out of your companies, it is imperative that you employ communication skills that rise above the clatter and clamor of the times. More than financial wherewithal, product supply, and other metrics central to measuring business viability, it has been the method and manner in which business owners communicate, which has had a direct correlation to their enterprises both surviving and thriving.

Leaders who can communicate their vision, goals, and expectations clearly and effectively are much more likely to inspire their team, build trust, and achieve success through any societal and organizational challenge periods.

Seeking Models of Effective Communication? Look Within

Models for effective communication as a business leader are often inconsistent at best. Much has been said, and there’s more to be said about thought leaders, whether recognized or self-anointed, as well as political candidates, educators, and yes, even lawyers pontificating to their masses but rarely ever connecting with their audiences.

The senator with the perfect pedigree and resume who consistently polls low; the faculty member with ivy league distinctions and doctorates justifying that she be hailed accordingly but is consistently unsuccessful at climbing her tenure ladder; the creator and owner of one of today’s most promising software applications who successfully recruits promising talent, but is unable to retain them – these are the presumed leaders whom we look up to as examples of success all seemingly fall short in one way or another of what we really need to see to help model our success.

And then there’s You, the hapless entrepreneur of our new generation, full of hope and just enough ambition to make a meaningful impact on the lives of your community, your loved ones, and maybe even the world. Stepping out at a time when every objective metric and traditional indicator says, “Turn Back. Now.”

But if you were going to do that, you wouldn’t be reading this edition of The Los Angeles Tribune, now would you? Instead, you are here to march on. And for a good reason: You know your worth, you present a solution to something the world needs, and, more importantly, you possess and have mobilized a mindset to succeed.

Fore C’ing Your Success

Effective communication is the nucleus of all requisite skills for anyone poised to be in a leadership or management position, particularly when leading your own (ad-)venture. Clear communication is critical to the success of a business. It is an invariable fact that one’s inability to listen, empathize and communicate effectively can and will lead to misunderstandings, mistakes, and missed opportunities which will either hinder or harm the ability to achieve business objectives.

As a business leader or employer, it is crucial to understand the importance and power of clear communication and how it can help you mitigate risks posed to your business viability and growth and ultimately lead to the success of your business.

1. The Power of the Calm:

The first and foremost skill to hone in order to be able to be an effective, communicative leader is to find the calm within the storm and stay in it. As the leader of your enterprise, you are entrusted by key stakeholders to be the person who will maintain the stability of the enterprise. Among all your operational and strategic duties, this is your chief responsibility.

To do this, you, as the business owner and entrepreneur, must see yourself as your venture’s “Chief Relationship Officer” with respect to everyone else, both internal and external to your organization. To be effective at this, you must appreciate that effective communication involves not only conveying your message clearly and articulately but also actively listening to your team, responding to their feedback, and engaging in open and honest dialogue at and through all times.

This means that in addition to verbal communication, it’s essential to prioritize the same in written communications, such as key updates to employees, investors, and vendors essential to your success via operational contracts. However, this is easier said than done.

As the examples of leaders mentioned above illustrate, it is difficult to build trust and confidence in your words, but they can easily be broken. However, one chief characteristic common to all the business leaders we have helped at our law firm is that of a skilled listener who remains calm amidst all emotional factors. This remains unchanged whether the company is poised for exponential growth or the market is sounding warning flares for their industry.

The way to do this is by finding your center and staying in it, often by recruiting like-minded, competent, and exceptionally-centered deputies in key management positions at your organization. Achieving calmness at the nucleus of operations begets the benefit and the power of more of the same. You will find that you have built a strong and cohesive slate of key players who share and support your business goals and will also help engender faith and trust in you as a leader when it matters the most.

2. Collect, Listen, and Continue to Collect

As the leader and Chief Relationship Officer of your enterprise, the key to achieving that calm center is to collect as much information as possible. Get it from those who have any degree of influence on the direction or degree of your success.

As a business leader, one of the most important skills you can develop is the ability to listen. Listening is critical for effective communication, understanding the needs and concerns of your employees, customers, and stakeholders, and making informed decisions. Without good listening skills, you risk missing important information, misinterpreting messages, and making decisions based on incomplete or inaccurate information.

By actively listening to your employees, you can build trust and respect, promote a positive and inclusive work environment, and foster a sense of collaboration and teamwork. When employees feel heard and valued, they are more likely to be engaged and committed to their work, boosting productivity, innovation, and job satisfaction. Additionally, by listening to your customers, you can gain insights into their needs and preferences, which can inform product development, marketing strategies, and customer service initiatives.

Moreover, listening is essential for effective conflict resolution and problem-solving. By listening to different perspectives and opinions, you can identify common ground and find mutually beneficial solutions that satisfy all parties involved.

This helps to resolve conflicts, avoid misunderstandings, and demonstrates your willingness to collaborate and work towards the best outcomes for your business and stakeholders. As a leader, developing good listening skills can help you build stronger relationships with your employees, customers, and partners and make more informed decisions that can drive your business forward.

3. Create and Inspire Your Team

The keys to being an effective business leader are maintaining calm at the center of your business operations as well as your own, and collecting information via intentional listening. However, your ability to communicate effectively correlates very closely with your ability to connect and stay connected with those who are pivotal in helping you achieve your goals year after year, crisis after crisis, and opportunity after opportunity.

Inspiring your employees to be creative and innovative can significantly impact the success of your business. Aside from maintaining a strong sense of Your Why as the underlying mission of your business, always remember that this is likely the same Why that inspired the right people to support your business to begin with.

It’s your job as Chief Relationship Officer to continue to inspire them in your communications. Create opportunities at your business that foster innovation, encourage your employees to think outside the box, experiment with new ideas and approaches, and come up with solutions to problems that may have previously seemed insurmountable.

This often leads to increased productivity, better products or services, and a competitive edge in the marketplace. It also helps shed light on areas where risk mitigation is needed to help keep your enterprise stable.

When employees and partners feel empowered to be creative and be a part of your success, they are more engaged and motivated in their work. This has been seen in our business clients, where it often results in a more positive work environment, higher levels of job satisfaction, and lower turnover rates.

Additionally, innovative employees are often more willing to take risks, which can lead to breakthroughs in product or service development and new business opportunities. Encouraging and rewarding creativity can also help you attract top talent and build a reputation as an innovative and dynamic company.

In order to inspire your employees to be innovative, it’s important to create an environment that supports and encourages creativity. This can involve providing resources such as time, training, and funding for new projects, as well as celebrating and recognizing innovative ideas and accomplishments.

You can also encourage employees to collaborate with one another and with other departments, as crossfunctional teams can often bring fresh perspectives and new ideas to the table. By demonstrating that you value and prioritize creativity and innovation, you can foster a culture that inspires your employees to push boundaries, take risks, and create new opportunities for your business.

4. Commit and Exemplify Your Why

As a business leader, communicating your commitment to your ideas is essential to gaining your employees’ and investors’ support and buy-in. Stay passionate and enthusiastic about your ideas, and demonstrate that you not only commit to your word but stay committed through any stressors to the enterprise. This can be the most influential trait that will help motivate and inspire your partners, investors, and employees to stay on board with your vision.

Communicating your commitment to your ideas can help build trust and confidence in your leadership and your ability to drive your business forward and through the storms that appear. Effective communication can also ensure that your employees and investors understand your vision and are aligned with your goals. Correspondingly, you can prevent misunderstandings and misinterpretations that lead to confusion, conflict, and a lack of productivity.

When you clearly and consistently communicate your commitment to your ideas, you can create a shared sense of purpose and direction that can help guide decision-making and actions throughout your organization. This can result in greater cohesion and collaboration, as well as a more motivated and engaged workforce and investor base.

In conclusion, clear, effective, and empowering communication is the most critical skill for business entrepreneurs and leaders. It helps mitigate risks that harm or hinder business growth, boosts productivity and efficiency, builds trust and credibility, and creates a positive and inspired work culture that, in turn, engenders faith in you.

You’re at the end of this article because you foresee your continued success. That’s half the battle. Investing and empowering yourself in your authenticity will evoke a clear, centered, creative, and committed voice to your mission. This, bar none, is the most effective tool for a business leader to navigate challenges and achieve success through all signs of the times.

About the author:

Sajindra Gunawardane is the Founder and Managing Attorney at US BUSINESS COUNSEL, with offices in Southern California and the Central Coast. US BUSINESS COUNSEL provides business and legal counsel to entrepreneurs and growing businesses in various dynamic, highly-regulated industries –from family-owned businesses to Fortune 200 companies.

Founded in 2008, US BUSINESS COUNSEL is proud to have been recognized by legal publications and, most recently, The Los Angeles Tribune as the “Best Business Law Firm” for its innovative and nationally-recognized flatfee Corporate Counsel Program which has revolutionized the legal industry. The firm is unique among experienced business law firms, offering accessible, high-caliber legal counsel to guide entrepreneurs and business owners to successfully navigate contracts, employment matters, regulatory compliance, strategic planning, and mergers & acquisitions. Find out more at www.usbusinesscounsel.com