Jim Collins coined the term ‘from good to great’ with his seminal book of the same title, which I am sure you are familiar with.

This is a challenge many of my mid to senior leaders wrestle with as we lift the quality of thinking in their major communication.

Here are some thoughts that emerged from this morning’s coaching session that might help you too.

Focusing on the gaps in the story particularly where the value is not well-synthesised is a quick way to shift from good to great. Here are three gaps we identified in our example:

Good is readable, but typically summarises more than synthesises. Synthesis is where the gold lies. This is where we go from saying ‘this is what the data says’ to saying ‘this is what the data means’ in this context to this audience.

This is good news, as the AI tools can (so far at least) only summarise. They can’t put the data into context. More on that another time.

Good has a small number of top-line points. This means the story isn’t an Agatha Christie hunt for the information. It’s laid out so you can find it fairly easily.

Good leaves value on the table. The story we reworked today missed several key ingredients, but most importantly it didn’t surface the reasoning. It didn’t explain why the recommendation was the right one to implement.

Keep your eyes peeled for the ‘why’ in your communication. It is often lacking in examples that cross my desk.

I hope that helps. More soon.


PS – Do you write papers for senior leaders and Boards? If so, I’d love to hear about your key challenges. Click here to share them.


The wrong way to write

The wrong way to write

Learn a better way to write for senior leaders that won't result in reworking papers at night and on weekends.


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This involves 'nailing' the message that will quickly engage decision makers in the required outcome.

I leverage 25+ years' experience including

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(*) Numbers are based on 2023 client benchmarking results.