Proactive Leadership: Getting Ahead of the Rumor Mill
I recently finished re-reading "Leadership Strategy and Tactics,". I am posting several nuggets of wisdom from this book over several weeks. Today, I would like to address where Jocko Willink states a powerful truth about organizational dynamics:
"If rumors are running rampant in your organization, you have created the environment to allow them to grow. The environment that rumors grow in is one in which there is a lack of information. If you don't tell people what is going on, they will make up their own versions, and their versions will not be pretty ones."
This quote is a profound and strategic call to action for leaders. It highlights that rumor control isn't primarily about squashing misinformation once it spreads, but about preventative care – establishing an environment where rumors are far less likely to take root. Our focus as leaders should be on getting in front of the narrative, filling the information vacuum before it’s exploited by speculation, assumption, and innuendo.
The Fertile Ground for Misinformation
Why do rumors flourish? As humans, we are wired to seek understanding and make sense of our environment. When official channels are silent or unclear, the instinct is to fill the void with what makes sense in our heads. In the workplace, this void is quickly filled by informal networks, incomplete truths, and anxious conjecture. And as Willink notes, "their versions will not be pretty ones." Without all the facts and background information, fear, uncertainty, and personal bias will distort and manufacture narratives, turning minor issues into major anxieties and half-truths into full-blown crises.
The cost of this inaction is significant. Rampant rumors erode trust, plummet morale, divert focus, and waste valuable time and energy as leaders and teams chase down and correct misinformation. As Benjamin Franklin was quoted in a letter written in 1736 to The Pennsylvania Gazette, “an ounce of prevention is worth a pound of cure”. It's far more efficient to prevent the firestorms caused by rumors than to extinguish them. (In context, Benjamin Franklin was specifically addressing the value of preventative measures to protect against actual fires.)
Strategies for Proactive "Rumor Control" (Preventative Care):
Patrick Lencioni, one of the founders of The Table Group, a leadership podcaster, and author of several leadership books, consistently reminds leaders that they are “Chief Reminding Officers (CROs)”. He emphasizes the importance of consistent, repeated, effective communication of the same message. He suggests that “there is no such thing as overcommunication”. The role of the CRO is not to flood people with information, but rather to deliberately remind teams of what is important and what matters.
As leaders (aka CROs), effective rumor control is synonymous with effective, proactive communication. Here’s how leaders can create an environment that starves the rumor mill:
Over-Communicate, Transparently and Consistently: When in doubt, communicate more. Provide information early, even if it's just to say, "We don't have all the answers yet, but here's what we know so far." Be consistent in your messaging across all platforms. This builds a reputation for transparency. It may be necessary to get creative and reword messages, being consistent with the core meaning, so that your team can absorb the information from multiple angles.
Explain the "Why": Don't just announce decisions; explain the rationale behind them. When people understand the "why" – the context, the objectives, the challenges – they are less likely to assume negative motives or create their own, often worse, explanations.
Utilize Multiple Channels: Don't rely on a single communication method. Share information through team meetings, town halls, internal emails, one-on-one check-ins, and digital platforms. This ensures your message reaches everyone, catering to different preferences and reinforcing key points.
Foster a Culture of Open Questions: Actively encourage questions for team members to voice concerns or seek clarification. When people feel heard and know they can get official answers, they are less likely to resort to the grapevine. Make it clear there are no "stupid" questions, and if they are questioning something, another team member likely has the same question.
Build Relational Trust: Communication is only as effective as the trust that underpins it. Leaders who have invested in building strong relationships with their teams – through empathy, consistency, and genuine care – will find their official messages are received with far greater credibility. More on the importance of trust in a post of mine from a few months ago, “Building A Foundation of Trust”.
Address the Elephant in the Room: Don't shy away from difficult or sensitive topics. Ignoring an obvious concern only amplifies speculation. Address challenges directly, honestly, and with a plan, even if the plan is simply to investigate further. If the plan is to investigate further, following up promptly is critical, otherwise, the hard work of getting ahead of the rumor is nullified.
The Leader's Responsibility
The burden of preventing rumors falls squarely on the leader. It requires discipline, foresight, and a consistent commitment to keeping your team informed. By proactively managing the flow of information, leaders not only prevent the spread of damaging rumors but also cultivate a stronger, more trusting, and ultimately more effective team. Getting ahead of the rumor mill isn't just about avoiding problems; it's about building a foundation of clarity and trust that drives positive outcomes.
