In the corporate world (let’s say Fortune 500 companies) about 90% of the human energy is communicating to others in the same organization.  

It seems like it would follow that being a really clear communicator is the most important skill one should develop.  There is no doubt that its important. 

There is something else that is more important.  Your “audience” almost always is focused on how what your sharing impacts them.  What you really need to understand is their incentives and how to manage them.

Here’s an example,

Let’s say you need approval on a marketing strategy and are presenting the strategy through various leaders in the organization.  You have to present it to George – who sees his role as getting the marketing folks to think differently.

No matter how perfect your strategy, George’s incentives are about finding issues.  He’ll find a problem.

Your natural reaction may be frustration.  George is a bureaucratic obstacle.  But, its an obstacle that is outside of your control.

To me the best course of action is to help Geroge meet his incentives while protecting your strategy.   Let him know how you are thinking and what can be done differently.  Listen and seek ways to use his input.  Anything you can use from him helps you because it makes George feel involved.  It makes him feel like he did his job.  It makes him a supporter rather than a resistor.  

The fact is in the corporate world you really don’t get to create on your own. That world is filled with different incentives and success requires managing them (like it or not).