Cancel the routine leadership broadcasts on this week's calendar and keep only the ones that announce a real decision or change.
Days 0–30Phase 1 · Diagnose and commit
Count how much leadership says against how much it delivers, and commit to fewer, weightier words.
- Count every all-staff email, post and town hall from the leadership office over the past few months, as the baseline for 'Speak less, signal more'.
- List last quarter's public leadership commitments and record which were delivered on time and as stated.
- Add the item 'senior leaders do what they ask of us' to the next employee survey.
- Record the share of recent promotions and key roles that went to people without the conventional degree, pedigree or path.
Deliverable: A words-against-deeds audit and a list of the routine broadcasts the leadership team agrees to stop.
Gate: Baseline recorded for all four KPIs, and the leadership team has agreed in writing which routine broadcasts end.
Days 31–90Phase 2 · Pilot and prove
Prove in one leadership team that fewer words and visible example raise trust and clarity.
- The pilot business head stops routine broadcasts and keeps only those that announce a real decision or change.
- Before issuing any new rule, the head adopts it personally and lets the team see that first, as example as instruction.
- Through the next hard month, the head keeps routines, visits and commitments unchanged rather than retreating from view.
- The head publicly credits one contributor whose impact outran their rank or résumé, and applies the oneness test to one major decision by asking who bears its cost.
Deliverable: A pilot note comparing message count, clarity ratings and the say-do ratio before and after.
Gate: The pilot team's message count is down against baseline with clarity ratings holding or rising, and every commitment made in the pilot is tracked to delivered or openly explained.
Days 91–180Phase 3 · Embed and scale
Turn the pilot habits into leadership rules and promotion practice.
- Adopt a rule across the leadership office: no broadcast unless it carries a decision or a change.
- Require promotion panels to consider at least one candidate whose path does not fit the usual pattern, and record why they were or were not chosen.
- Train managers to introduce new expectations by doing them first, using real cases from the pilot.
- Add the oneness question, who bears the cost and will it return to us, to every major investment paper.
Deliverable: A leadership communication rule, revised promotion criteria and an updated investment paper template.
Gate: The say-do ratio is reported for every leadership team, and promotion panels are documenting non-traditional candidates.
Month 7 onwardsPhase 4 · Sustain and renew
Keep restraint meaningful and stop it sliding into absence or performance.
- Write a crisis exception: in a crisis leaders speak more often, at fixed times, and the restraint rule is paused.
- Review once a year whether any leader's restraint has become a display rather than a practice.
- Re-run the modelling survey item and compare say-do ratios year on year.
- Check that the endurance shown at the top is not hiding real strain on the leader or the team.
Deliverable: An annual signal-quality review covering say-do, message load, modelling score and non-traditional promotions.
Gate: The modelling score holds or rises year on year, and staff say they heard enough from leaders during the last crisis.
Governance
sponsor: The CEO, because silence only carries weight if the most senior voice changes first.
lead: The head of the CEO office, who keeps the commitment register and the count of leadership messages.
forum: Quarterly in the leadership meeting, with the say-do ratio reported to the board once a year.
decision_rights: The lead can stop routine broadcasts and log commitments without approval; invoking the crisis exception and changing promotion criteria go to the sponsor.
Cadence
Weekly: The CEO office reviews draft leadership broadcasts and stops any that carry no decision or change.
Monthly: The commitment register is updated with each public promise marked delivered, late or dropped, with the reason.
Quarterly: The CEO publicly credits one contributor whose impact outran their rank or credentials, and says why.
Annually: The modelling survey item and the absence review: are leaders doing what they ask, and were they heard when it mattered?
startup
The founder drops the weekly all-hands update unless there is a decision to share, and does every new rule personally before asking others to. Promotions are discussed openly, with the founder saying why someone without the usual background got the role.
scaleup
The CEO office keeps a commitment register and a monthly count of leadership messages, and promotion panels must consider at least one non-traditional candidate. Managers are trained to lead new expectations by doing them first.
enterprise
Every leadership team reports its say-do ratio, and the communications function enforces the no-decision, no-broadcast rule. The board reviews the say-do ratio and non-traditional promotions each year and checks that restraint has not become absence.