Regarding Messaging Skills: by Ricardo González

The staff here understands why some of the administrative tasks they are asked to carry out are necessary. They understand that billing is important and that billing accurately is essential to the operating model of the business. They understand that their timekeeping tools are there to help achieve that end. Some of it may seem absurd and unnecessary to them, but, in the end, they comply.

Why do they comply?

They comply because they understand the “why.” Their leadership has made it clear that the administrative tasks help them make decisions, help them demonstrate value to the business, and help them tell the story of their company. Understanding the “why” makes the “how” so much more tolerable. And they understand the “why” because they can see it at work around them.  Their leadership is committed to that level of transparency.

Whether or not I agree with the administrative tasks, the why, or even the how is totally irrelevant. I have had the opportunity to observe and learn a crucial lesson about messaging.  It’s not enough to just tell people that something has to be done. A story has to be a part of that telling, and that story has to be repeated. Often. Clearly. Consistently.

The most successful messages are a story. The best stories are personal.  If you make the story your own as part of the telling, it will be that much easier for your audience to attempt to make it theirs, as well.

Ricardo González is an IT manager for a Fortune 100 company who strives to inspire freedom to innovate, teach the value of personal leadership, and influence others to exceed their limits.

I am privileged to call him Friend.

Read more from Ric at

For more on this 21st Century Leadership Skill … Skill 3

This entry was posted in 21st Century Skills, A New Confidence, Confidence and tagged , by Jeff Brunson. Bookmark the permalink.

About Jeff Brunson

In this whirling 21st Century the individual needs to embrace the authentic self and confidently leverage the energy and power found there. As we entered the 21st Century, I became more concerned about what leaders like you needed for successful influence and personal fulfillment. As we move deeper into this challenging 21st Century, I’m more convinced than ever that the core of my work is in helping individual leaders remember who they are − a trueness. It is about confidence found in your authenticity.

8 thoughts on “Regarding Messaging Skills: by Ricardo González

  1. I never really thought of it that way. I always hated hearing, “just because” or “because is said so” or “that’s just the way it is”. It made me immediately not want to do it. If I had understood the why, it would have made the what much easier to swallow.

  2. I agree that the “why” is the very first question that needs to be answered–even before the what and how. If you don’t answer this you lose a substantial number of people who absolutely HAVE TO know why for them to sign on to care about any of the rest of it.

  3. I so relate to your point about the WHY Jeff, in fact the model I teach people to communicate effective is actually based on a four step process that always, always begins with the big picture why:
    1 WHY
    2 WHAT
    3 HOW
    4 SO WHAT (which really brings them back in a closed loop to the WHY)
    I also believe your point about storytelling is spot on – I often remind myself of the saying “Facts tell, stories sell”.
    Great post
    Heidi Alexandra

  4. Pingback: The Client Letters – Three (Ric) « Jeff Brunson

  5. Pingback: Reflections for Your Awareness (The Flow of Why) « Jeff Brunson

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