Outlining a Vision for the Company (Insider Comms™ From CNN)

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Nobody loves the sound of their own voice like that of a CEO in a media company.

Earlier this year CNN CEO Mark Thompson sent a 2,342-word novella to employees with the subject line “CNN’s Future.” In the wide-ranging memo, Thompson describes a strategic shift for the media company, outlining new leadership roles and org changes and embracing digital transformation (not the kind internal comms pros help manage).

• Such verbosity provides an opportunity for surprise. I stopped in my tracks when I came across Thompson comparing old and new ways of working to that of “farmers” and “hunters.” Imprecise, but delightful.

• But the record scratched when I read “It’s time for a new revolution.” Oh to have had the pen to strike new from that declaration.

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Compare to similarly-themed Insider Comms™:

• When Your Business Is Failing and You Blame Everyone Else (Insider) (🔒)

• A New CEO's Memo to All Employees (Peloton) (🔒)

• Two All-Staff Memos on an Acquisition (Microsoft and Activision Blizzard) (🔒)

• Insider Comms is a series that shows how other corporate comms professionals communicate with their audiences—the good, the bad, and the ugly.

Bonus! Pair Thompson’s memo with a recent article from HBR: “3 Ways to Clearly Communicate Your Company’s Strategy.” (🔑🔓) Here’s a summary:

For all the communication around strategy, we know that leaders at many companies don’t provide the necessary context for employees to understand what the words and sentences in a strategy statement actually mean. What can leaders do to help employees understand enough context to understand a strategy? In this article, the authors offer three recommendations: 1) Present the alternatives considered and explain why they were not adopted. 2) Explain how each choice is linked to the organization’s purpose. 3) Involve employees in strategy development.

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Thompson’s memo has much going for it:

Context + vision: Thompson respects CNN’s storied past. By linking CNN’s historical mission to his vision/future strategy he emphasizes continuity while prompting an evolution. This reassures long-term employees who believe in the company’s mission.

Leadership clarity: By naming specific people who will lead different initiatives, Thompson provides clarity and helps employees understand who to look for guidance and changes roll out.

Taking challenges head-on: Thompson’s focus on digital transformation—i.e., shifting from linear television—acknowledges market headwinds. The strategic vision is forward-thinking, which is inspiring for employees who think the company is languishing or falling behind the competition.

Inspiration to innovate: The message encourages a shift from a conservative "farmer" mentality to a more proactive "hunter" approach,¹ advocating for innovation and pursuing new opportunities. This can inspire employees to pursue novel work in service of a higher calling.

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Here are seven ways to improve the novella memo.

• Um, LENGTH: Note to all executives: Employees aren’t interested in exposition or pontification when org changes—i.e., their livelihoods—are in flux. Stick to the main points and link to essays, long descriptions, and an FAQ on the intranet.

• Questions: Speaking of the FAQ; it’s a simple tool to swat away a wide range of questions that are sure to arise, from the general (will there be layoffs?) to the specific (how does this affect pet insurance benefits for employees in Borneo?). When compiling this document put yourself in the mind of employees on the receiving end of an org note; anticipate the easy, angry, and niche questions, so both Comms and management can get on with implementing the changes.