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Great Communication Secrets of Great Leaders Baldoni-FM_141496-7 5/22/03 12:27 PM Page i PRAISE FOR GREAT COMMUNICATION SECRETS OF GREAT LEADERS “Baldoni’s Great Communication Secrets of Great Leaders is a veritable handbook of tips, secrets, and procedures for leading like the great ones. Armed with this book, you can develop a strong leadership message, deliver it powerfully, and keep it evergreen.” —Nick Morgan, editor, Harvard Management Communication Letter, and founder, Public Words “Great Communication Secrets of Great Leaders describes how to plan and deliver messages that get results. This remarkable book covers every- thing that drives successful communication, from the basic concepts that set the stage to the smallest details that make the biggest difference. Drawing on the author’s years of experience as a practitioner and teacher of executive communication, it stresses the importance of leaders plan- ning their messages and sustaining them over time. By featuring examples from a wide range of outstanding leadership communicators, Great Com- munication Secrets of Great Leaders brings the lessons of leadership communications to life in a clear and compelling way. For those who want to make a difference in an organization or those helping others to do so, I highly recommend this book.” —Chuck Snearly, director, Stakeholder Communications, Ford Motor Company “WOW! Great Communication Secrets of Great Leaders is a wonderful journey from Appomattox to Calcutta, from Britain’s finest hour to Amer- ica’s darkest day. John Baldoni gives us 1000 practical and actionable leadership lessons as he introduces us to dozens of famous and not-so- famous leaders. As you travel you will learn how to develop, deliver, and i Baldoni-FM_141496-7 5/22/03 12:27 PM Page ii ii GREAT COMMUNICATION SECRETS OF GREAT LEADERS sustain your leadership message. Soon you’re back home, realizing the most important leadership journey is inside your own heart. John is a great tour guide. My advice: take the trip! Now!” —Boyd Clarke, CEO, tompeterscompany “In the day and age of ‘me first’ and the spin speeches of politicians, the nation is crying out for leaders of character, for those who can communi- cate a purpose, who can ‘walk the talk.’ John Baldoni does this in Great Communication Secrets of Great Leaders. It’s an enjoyable, easy-to-read book that is educational yet entertaining. Whether you are a student, a seasoned executive, a military leader, or a sports leader, this book should be your guide to better communication. It will provide you with a solid foundation.” —Donald E. Vandergriff, U.S. Army, editor of Spirit, Blood and Treasure: The American Cost of Battle in the 21st Century, and author of Path to Victory: America’s Army and the Revolution in Human Affairs “Staying connected with key stakeholders is a ‘must have’ for leaders at all levels. Thanks to John Baldoni for giving us an engaging and very practical set of guidelines for what leaders must do to build trust and achieve results that matter through effective communication. Kudos for a great contribution that will be useful for anyone interested in learning more about what it takes to lead in today’s tumultuous world.” —Stew Friedman, practice professor, The Wharton School, former director, Leadership Development Center, Ford Motor Company, coauthor, Work and Family—Allies or Enemies? “Baldoni bridges the ‘Grand Canyon’ between leaders who want to con- nect with their people and leaders who actually do. His leadership com- munication lessons are straight from the University of the Streets … they are insightful, practical, and actionable.” —Jim Haudan, president and CEO, Root Learning® Inc. “If you want to be a great leader, you must study great leaders. John Bal- doni offers excellent insight from some of the world’s biggest difference- makers. I enjoyed it and I learned from it.” —Lloyd H. Carr, head football coach, University of Michigan Baldoni-FM_141496-7 5/22/03 12:27 PM Page iii GREAT COMMUNICATION SECRETS OF GREAT LEADERS Baldoni-FM_141496-7 5/22/03 12:27 PM Page iv ALSO BY JOHN BALDONI Personal Leadership, Taking Control of Your Work Life 180 Ways to Walk the Leadership Talk 180 Ways to Walk the Motivation Talk (coauthored with Eric Harvey) Baldoni-FM_141496-7 5/22/03 12:27 PM Page v GREAT COMMUNICATION SECRETS OF GREAT LEADERS John Baldoni McGraw-Hill New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto ebook_copyright 6x9.qxd 7/31/03 11:35 AM Page 1 Copyright © by John Baldoni. All rights reserved. Manufactured in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. 0-07-143402-X The material in this eBook also appears in the print version of this title: 0-07-141496-7. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fash- ion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. For more information, please contact George Hoare, Special Sales, at [email protected] or (212) 904- 4069. TERMS OF USE This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, mod- ify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill’s prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strict- ly prohibited. Your right to use the work may be terminated if you fail to comply with these terms. THE WORK IS PROVIDED “AS IS”. McGRAW-HILL AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICU- LAR PURPOSE. McGraw-Hill and its licensors do not warrant or guarantee that the func- tions contained in the work will meet your requirements or that its operation will be unin- terrupted or error free. Neither McGraw-Hill nor its licensors shall be liable to you or any- one else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise. DOI: 10.1036/007143402X DOI Page 5.5x8.35 9/18/02 1:53 PM Page 1 Want to learn more? We hope you enjoy this McGraw-Hill eBook! , If you, d like more information about this book, its author, or related books and websites, please click here. Baldoni-FM_141496-7 5/22/03 12:27 PM Page vii To Paul and Annie This page intentionally left blank. Baldoni-FM_141496-7 5/22/03 12:27 PM Page ix Contents Acknowledgments xi Prologue xiii Part I – Developing the Leadership Message 1 Chapter 1: What Is Leadership Communications? 3 Winston Churchill—The Lion Who Roared for His People 10 Chapter 2: Who Are You . and Why Are You Talking to Me? 15 Rudy Giuliani—Leading with Hope 22 Chapter 3: Developing the Leadership Message 27 Katherine Graham—Leading from Within 37 Chapter 4: Leadership Communications Planning41 Shelly Lazarus—A Brand of Leadership 63 Chapter 5: Leading with E-communications 67 Peter Drucker—Management Unbound 73 Chapter 6: Structuring the Stand-up Leadership Presentation 77 Colin Powell—The Centered Vision 90 ix Baldoni-FM_141496-7 5/22/03 12:27 PM Page x x CONTENTS Part II: Delivering the Leadership Message 95 Chapter 7: Assessing Your Audience 97 Bill Veeck—Master Promoter 104 Chapter 8: Delivering the Message 108 Jack Welch—The Strategic Communicator 120 Part III: Sustaining the Leadership Message 125 Chapter 9: Connecting with People Beyond Words 127 Mother Teresa—A Life of Healing134 George C. Marshall—The Great Mobilizer 137 Chapter 10: Coaching—One-to-One Leadership Communication 143 Vince Lombardi—The Teacher as Coach 156 Harvey Penick—Lessons from a Pro 160 Chapter 11: Making Certain the Message Sticks 163 Rosabeth Moss Kanter—Doyenne of Change 172 Chapter 12: Leader as Storyteller 177 Oprah Winfrey—Life as a Story 185 Appendix A: Putting It All Together 190 Summary Notes 191 Action Steps 193 Leadership Communications Action Planner 195 Notes 200 Index 214 Baldoni-FM_141496-7 5/22/03 12:27 PM Page xi Acknowledgments his book represents the union of the two sides of my professional career—communications and leadership.
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