Be Clear

Even though I happen to like President Barack Obama I have to stifle a chuckle every time he says, "Let me be clear," because he says it so much. Yet, the very thing Marcus Buckingham says in his book The One Thing You Need to Know a leader must do if he does nothing else is be clear.

Buckingham notes the points of clarity:

1. Who Do We Serve?--Who first and foremost do we want to please? If we focus on serving this group we will most likely experience "the power of the ripple effect" and serve many others, too.


2. What Is Our Core Strength? This will determine where we should and shouldn't spend our time and money. The leader must be able to tell the followers: a) Why will we beat our competitors?, b) Why will we overcome our obstacles, c) What advantages to we have?, d) What is our edge? The leader only needs to be clear about the answers to these questions, not necessarily right. If he is clear, the followers will make the leader right.


3. What Is Our Core Score? The leader needs to tell the followers the one score they need to focus on that will determine our progress towards a better future. It needs to be something we can do something about. Once it is chosen, broadcast it, publicize it, and celebrate it.


4. What Actions Can We Take Today?--Identify the few actions that can grab attention and do them.

Focusing on these points of clarity and responding to them will help us to be clear at Esperanza.