View from the Street: Time wasting or transformative? What to expect from your strategy workshop
Published
Anna Dickens
While leading a recent communications strategy workshop, I was reminded of the magic and momentum that can be sparked when teams have space away from the immediate day-to-day pressures.
I also reflected on my own experiences as a workshop participant. Sadly, I’ve taken part in some forgettable sessions that were a waste of time and money.
But one session, several years ago, changed my perspective. It was during an incredibly busy time and the prospect of spending a half day away from my desk – emails piling up – filled me with dread. I approached the session with cynicism. I was clear: some external consultant is going to take up my valuable time, invent more work for me, and then bugger off.
Thankfully, reality didn’t match my expectations. Instead, the session was transformative. I left refreshed and motivated, with a clear strategic focus that translated into improved efficiency. This (expertly) facilitated session showed me what can be accomplished, and why a good strategy session is always worth the investment.
So, what makes a workshop effective and what should you be getting out of it?
- A good facilitator is more of a guide than a presenter. They create space and spark discussions – 80 per cent of the talking and ideating should come from the participants.
- Get the right people round the table. Different perspectives are critical. If senior staff don’t turn up, it can give the impression that the session doesn’t really matter. But often they do turn up, dominate, and then people disengage or keep their views to themselves. The best leaders use these sessions to listen and reflect.
- This might sound obvious, but set clear objectives from the start. Otherwise, you can have a lovely talk and then nothing happens. Your facilitator must be able to design the session to ensure they evoke the information they need to formulate a strategy. Also, a good note taker helps!
- Don’t avoid the hard stuff. You’re there to solve big problems, so your facilitator should be your devil’s advocate. They should be asking challenging questions, opening your eyes to risks you hadn’t considered, and poking holes in your existing narratives and strategies. It is much better to discover your weaknesses in a safe space than on the front pages.
- Finally, good snacks and a bit of humour can go a long way. Your team should be relaxed and comfortable. Good ideas don’t often come from isolation, and they don’t come from empty stomachs.
Refreshing your communications or public affairs strategy might feel like daunting task in the face of other pressing priorities, but tackling the first step through a collaborative workshop can save you time in the long run and breathe new energy into your team.
Our clients have told us their teams and colleagues are more committed to delivering strategies when they have been involved in their development.
At Charlotte Street Partners, we facilitate workshops and develop strategies for clients looking to address communications and public affairs challenges. If you’d like to hear more, please get in touch – anna.dickens@charlottestreetpartners.com