Situation: A CEO wants to refocus his company on growth following a difficult two years. Employee absences and stress due to the pandemic have had a significant effect on performance. The objective is to rally the team and excite them about future prospects. How do you refocus on growth?

Advice from the CEOs:

• Focus on the top goals for the company: revenue, customer satisfaction, product quality and delivery, and strategic positioning.
  • These have been company strengths in the past and will form the foundation for new growth and opportunities.
  • This is the time to be the head cheerleader. The company has a strong past and will be even stronger in the future.
• Key points of communication to the company:
  • We have a strong Good News/Good News story – the company has survived the last two years, has an aggressive plan and a strong future, and will do even better as conditions return to normal.
  • The company is focused on an important and growing sector and is positioned for strong growth as customers refocus their companies.
  • Start this aspect of the communication this week – then keep on repeating it to reinforce optimism as the company repositions itself for new opportunities.
• Communications to customers to support the strategy:
  • Tell clients that the company is healthy and well positioned to continue to meet their needs better than any other alternatives available to them.
• Allow a few months for employees to regroup.
  • Staff will be exhausted, physically and emotionally, following the last two years – give them time to regroup and refocus.

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