Hearts & Minds: Pain for gain: the oldest conundrum in comms

Governments are demanding more from their people. Both in the UK and US, they are being asked to accept pain now, in return for better times ahead. In the UK, the hurt came in the Budget, with fiscal measures aimed at balancing the books. In the US, it’s claimed that the proposed increases in tariffs will push up prices for ordinary families by $2,400 but the American economy will be stronger for it.

What’s occurring was once summed up by the Tory politician, John Major: “If it isn’t hurting, it isn’t working”. That was in reference to the tough policies required to reduce inflation.

For CEOs, too, it may be a familiar conundrum: how best to tell staff, stakeholders, customers, to accept something difficult, how to make them understand it’s a necessary evil, even desirable? Be open and honest. This is not a moment for obfuscation. You will not be forgiven for coming up with an explanation that does not wash.

Be direct but also kind. It’s not going to be pleasant, show compassion and empathy. Not so that come across as too emotional - that will only serve to undermine. Equally, don’t be brittle - that makes you seem detached. This is a time for warm, not cold. Ensure they know you’ve not done this lightly, that you’re fully aware of what’s being asked and the ramifications.

Don’t pass the buck. It may be that others, your predecessors, are to blame for what has occurred. Say so, but don’t labour it. You took the job, you know the score, you’re in charge. They’re looking to you for leadership going forward, not for playing the blame game and forever harking backwards.

Since taking charge it maybe you’ve discovered something you didn’t know before. If that is the reason for what is transpiring, then again, say so. But make sure you’re completely truthful, that it really is, and again, don’t keep repeating it – you’re the driver and the decisions you’re taking today are down to you, not the previous regime. They might have caused the mess, but you’re the one applying the tough stuff to clear it up, not them.

Avoid saying this is it, there will be no more pain. However smart you are, you don’t know what lies around the corner. By stating never again you’re setting yourself up. Events have an unfortunate habit of disrupting the best-laid plans. Tempting as it is, do not go there.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.