Did you notice that the “Remain” leaders in the United Kingdom – the ones who wanted to stay with the European Union – made some costly mistakes? It seems they had some lazy assumptions, and failed to deliver the well-designed conversations that could have painted a different picture for UK voters.
Mistake #1: Too few dialogues to create new understandings. It is foolish to think that people already understand the facts of a choice. A good leader will sustain dialogues to clarify the facts of the matter – so people can see them, ask questions, and create a positive relationship to what’s actually true.
UK voters did not know much about their country’s EU membership. Regular understanding conversations – those dialogues on Who does What, Where, and How – could have spelled out the roles and responsibilities of all EU members and clarified the facts in the arguments, from both sides, about what EU membership really entails – and what it doesn’t.
Alas, voters were energized by dramatic talk of “regaining sovereignty” and “immigrants stealing jobs”. They didn’t know that the UK’s sovereignty was not in question, and the UK was responsible for its own immigration policy.
Mistake #2. Too few communications on the value of what we have. A leader also cannot assume that voters will grasp the true costs and benefits of making a decision to stop doing something. They are so accustomed to the benefits of “the way things are” that they don’t see those things at risk. Spelling out the value of any particular decision is necessary – and must be done many times in many ways.
The “Remain” leaders forgot to remind people of the benefits of EU membership. Frequent “closure conversations” about what EU membership provides to the UK were missing: What good things did UK membership in the EU do for us this week? How did we profit from it this month? What have we gained from it this past year?
If the “Remain” leaders had done that, perhaps thousands of people wouldn’t have been Googling “What is the EU?” on the day after the vote.
Mistake #3: Giving away the initiative. Initiative conversations launch an idea by proposing something of value for the future: What do we want? When do we want it? Why does it matter? But those conversations can’t be a one-time thing. Leaders need to keep the mission, vision, and purpose (MVP) present every day. Find a way to talk about it, and make good slogans and visual reminders. Make it easy for people to understand what you want them to do that will create value for themselves.
The “Remain” leaders surrendered the game with their initiative. They failed to object to the referendum being called the “Brexit” (short for Britain exits the EU). If they had insisted on using the term “Bremain” in all media interactions, it would have given people a shorthand way to think of the value proposition for remaining in the EU. Instead, “Brexit” carried the day.
Note that what ultimately made the difference was leaders speaking, media talking, and people having conversations. Both sides communicating in many ways, all the time. One side won, and now almost nobody is happy about the uncertainty and costs of the whole mess.
Productive conversations matter, so let’s practice getting better at using them, shall we?