The Power of "Go"

I read this weekend -- I don't remember where -- that the shortest complete sentence in the English language is: Go.

I'd argue it's also one of the most powerful, meaningful things you can say to a communications consultant, in the right context. Go, of course, means "start." Because I'm more of a strategic problem-solver than a tactical one, I like the start of things the very best, when the vision is still pure and you're figuring out how everything can fit into it. When you arrive at that interesting, practical idea that honors the audience and embraces rationale and purpose -- well, to me there's nothing more magical. I want to roll up my sleeves and get immersed in making it happen. I want to go!

But it's more than just permission to start for me. By itself -- without any adverb or objective qualifiers like "away" or "home" or "jump off a bridge" -- Go also signals commitment, direction, validation, endorsement, respect, and yes, empowerment. When a client or colleague or executive says "Go" to me, either implicitly or explicitly, it's as if they are saying: I trust you. Take care of this. Just do it. That's some heady, motivational stuff!

As communications specialists, we talk a lot about having a "seat at the table," and it's ludicrous to talk about influencing leaders or implementing effective communications without that. But it's certainly not enough to use that seat to just sit there and take notes. And as strong as my service mentality is, I surely don't want to take orders, either. ("Hi, I'm April. I'll be your communications consultant today. What can I get for you? Our specials today are posters and newsletters, but website content is also fresh." Um, no, I don't think so.) I expect to be a valuable resource, providing thoughtful input and appropriate solutions alike. But the added bonus to me is to make sure that "seat" is very close to the door.

Go, despite everything else it implies, is an action verb. The minute someone says, "Go," communications professionals have to be ready to act. This might be easier for more hard, operational tasks than it is for the softer art of communications, in both how visible the actions are and in how they are measured. "Go (increase production)" and "Go (cut your budget)" have very linear actions and results you can see on a balance sheet. If you've recommended a course of action to connect with employees or deal with a crisis or enhance the company's reputation, chances are it's not linear or obvious or completely measurable. At least it probably won't look that way. And those of us who've been in the business for awhile know that even if everything goes well and you achieve our goals of connection or crisis management or reputation enhancement, you might not ever hear anything about it from the one who said, "Go" in the first place.

But that's a good thing. I'd rather hear nothing after "Go" than not even have that opportunity. In the best organizations, communications is seen as a specialized function -- one that not just anyone can do and one that requires a professional skill set. When a client or leader says "Go" to their communications specialist, they're acknowledging that skill set and your ability to do it. Of course, the relationship matters, but at its base is that professional respect. It's no fun to work for people who don't have the courage to commit to a plan or the ability to trust your good advice and counsel. It's practically impossible to do your best work without respect or acknowledgment that it's even work at all.

So if you have the great good fortune of hearing that magical, short sentence, rejoice. And keep in mind you might not hear any other short sentences like "good job" or even "thank you" after you "go." It's kind of the nature of the business we chose. We write the words and devise the strategies that make others look great. You can't take it personally if those "others" convince themselves they did it on their own. You have to find ways to be proud of what you've done -- and often, it's enough to know someone trusted you and respected you enough to let you go do it.

What I'm getting to is it's up to us to infer all of those positive things -- trust, respect, empowerment, validation -- out of the shortest sentence in the English language. When you hear it, get up from your seat, get out the door, and move forward with confidence and energy and conviction.

Make "Go" the thing that makes you go.