6 x 6 Rule of Communicating Strategy

Let me tell you a story about how I learned the hard way that a great strategy isn’t worth much if execution falls apart due to poor communication. I’ve seen it happen – and I’ve been guilty of it myself. You create a killer plan, invest hours perfecting a presentation, and feel confident as you hit “send” on an email or host a well-prepped all-hands meeting. Then… nothing. The change doesn’t stick. People don’t adopt the new direction. The strategy fizzles out. Sound familiar?

Here’s what I’ve learned: simply emailing a presentation or hosting one meeting isn’t enough. Not even close. Communication isn’t a one-and-done task; it’s a marathon. By the time you’re tired of communicating your message, you’re just getting started.

6 x 6 Rule

This is where the 6 x 6 rule comes in, and it’s been a game-changer for me. If you want to influence someone to change a habit or behavior, you need to communicate your message six times in six different ways. Think about the variety of channels at your disposal: email, chat, one-on-one conversations, team meetings, stand-ups, phone calls… the list goes on. The key is to mix it up so your message reaches people in the way that resonates most with them.

I’ll admit, I used to roll my eyes at this idea. It felt excessive. But I’ve seen the results firsthand. When I’ve taken the time to repeat a message across multiple channels, people not only hear it – they internalize it. Repetition builds momentum, and momentum drives change.

Here’s another truth: executives often miss the mark when it comes to communication. It’s not because they don’t care; it’s because they underestimate how much effort it takes to get a message to stick. Don’t let that be you. Communicating your strategy isn’t a checkbox on your to-do list. It’s an ongoing process that requires intention and persistence.

So the next time you’re rolling out a strategy, remember this: if you’re tired of repeating yourself, you’re just beginning to do it right. Embrace the 6 x 6 rule, and watch your strategy come to life.