Skill 3: by Ric Gonzalez, Woo Woo Leadership

Regarding Messaging

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


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