You have more technology at your disposal than ever before, more immediate access to more people, and all at the click of a mouse. And software to make your internal presentation play like a Broadway musical. But what about content? And how can you be sure your messages are getting across, not just physically, but to people's hearts and minds? Effective communication must have substance, be clearly expressed, and, above all, be a two way process. Analysing information or setting strategic priorities requires considerable thought. As Bertrand Russell said: "People would sooner die rather than think ­ and many of them do." Thinking is hard work, and finding time to do it is sometimes even harder. Thinking, or identifying and encouraging the thinkers within an organisation, is a key task to the successful manager. Sometimes in the race to make the "best" presentation, style triumphs over content. But you do have to "walk the walk and talk the talk", as the Americans would say. In other words, thoughts without actions are of no value ­ to persuade people to act on your thoughts you have to approach them in the right way, using the right images and language. Paradoxically, the most complex challenge is to keep it simple. It sometimes seems management groups conspire to complicate things, each with their own perspective and ­ sometimes hidden ­ agenda. The most successful ceos are those who can distil complex concepts into plain, simple language. What is a mission statement? "It's what we want to be when we grow up," says Asda's Allan Leighton. And how do you ensure communication is a two way process? There is no technology yet to substitute for management by walking about ­ for finding out what people really understand and care about, and for advocating core aims and values. And listening means just that ­ not just waiting for people to agree with what you say. One of the principal reasons that professionals decide to leave a company is because their views are not being sought, heard and acted upon. The cornerstone of the art of communication is the art of listening. {{TRAINING & DEVELOPMENT }}