Communication 91
GROUPCOMMUNICATION
Wise leaders leverage the power of individual communication with the
added power of group communication. Andy Grove of Intel had six
‘‘open forums’’ a year with groups of employees. Like many CEOs,
Grove spent much of his time communicating with the modern equiva-
lent of the king’s court and the high priests of his industry.
But like David convening with his ‘‘mighty men,’’ Grove cherished
the opportunity to speak with and rally his troops. ‘‘I find these open
forums far more stimulating, in terms of the variety and incisiveness of
the questions, than meetings with security analysts,’’ says Grove.^3 And
by engaging in honest two-way communication with his charges,
Grove gained even more than ‘‘stimulation.’’ He gained increased loy-
alty and the increased flow of ideas that are created in a nonthreatening
environment.
Lands’ End, the mail-order apparel company based in Wisconsin,
also knows the power of group communication. Top executives of the
company meet regularly with seven lower-level employees (packers,
inseamers, monogrammers, sales and service people) for a ‘‘working
lunch.’’ Because these people are so close to the action, they come up
with some of the best ideas for improving the operation. No doubt
employee loyalty, performance, and retention are also reinforced by this
frequent communication.^4
Another group reminiscent of David’s ‘‘mighty men’’ is OpenAir.
com, a Boston-based provider of business services software. At 9:30
each day, they convene a ‘‘Morning Huddle,’’ which is held by the
water cooler. Says CEO Bill O’Farrell, ‘‘We’re standing up (it’s unlikely
that David’s ‘‘mighty men’’ had time to sit in the heat of battle), we do
it quickly, and it’s not a bureaucratic exercise... It’s reemphasized that
our company is built on collaboration.’’ There are no chairs allowed at
this meeting (a strong nonverbal reminder that this is an action-oriented
company and meeting), and everyone is expected to contribute.^5
Joshua was a leader who understood the power of group communi-
cation and the use of it to maintain credibility and purpose. Since he