On How a Communicator Communicates

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Filed under: Canright Inspirations

On How a Communicator Communicates

I attended an Executives’ Club of Chicago breakfast this past week, and was surprised to see more than 400 attendees at an event during subzero weather in our city. What drew so many people to this breakfast? A perfect topic for our  economy: “Accountable Marketing: What to Measure and How to Measure It.” (This organization has consistently put together high-value speakers for its breakfasts and luncheons. I try not to miss them.)The speaker who impressed me the most was Kim Feil, Chief Marketing Officer for Walgreens Co., who spoke on “What gets measured, gets done.” She said the Chief Marketing Officer is the Chief Growth Officer. She advised effectiveness over efficiency. A few of the questions she asked: Individual connection—how do we engage with the individual? What do you want the the customer to know, and do they say that back? This shows how well you deliver on your promise to them.What I was most struck with during her talk was that she communicated very clearly, using very little jargon; her points were made in a very down-to-earth way.  She’s a communicator who wants to make sure her message is not only spoken but is understood by all at the meeting.

-Christina