In this article, communications expert Pete Weissman explores what CEOs can learn from UAW president Shawn Fain’s effective leadership style. Despite being seen as a natural adversary by some business leaders, Fain’s command of executive communications has played a significant role in labor winning the messaging war. Weissman, who has advised CEOs on communications for over a decade, emphasizes the importance for CEOs to connect with people from different backgrounds and highlights Fain’s success in presenting himself as a fresh new face of leadership. Fain’s use of symbolic gestures, inclusive narratives, and strategic communication methods have garnered widespread support for the UAW and positioned them in a commanding bargaining position. Weissman goes on to outline the key lessons that CEOs can learn from Fain, including the importance of clear and memorable messaging, quick response to criticism, communication methods that reinforce the message, and the delivery of quick wins to build trust.
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Lessons from UAW President Shawn Fain
1. Express your goal as tightly as possible
One of the key lessons that can be learned from UAW president Shawn Fain is the importance of expressing your goal as tightly as possible. Fain’s message is clear and memorable, with phrases like “Record profits mean record contracts.” This allows his message to resonate with his audience and stick in their minds. CEOs can apply this lesson by writing down their goal, then continually removing words and turning up the tension until their message is unforgettable.
2. Don’t let a charge go unanswered
Fain’s ability to respond quickly to charges and critiques is another valuable lesson. When Big Three executives have criticized him, he has responded in a timely manner. This shows his willingness to engage in dialogue and defend himself and his organization. CEOs can learn from this by not letting charges go unanswered and proactively addressing any criticisms that may arise. This helps to maintain control of the narrative and protect their reputation.
3. Communicate in ways that reinforce your message
Fain’s choice of communication channels is aligned with his goal of shifting power to union members. He has utilized social media apps like Facebook, Instagram, and X (formerly Twitter) to communicate with his members and the wider public. This emphasis on openness and interaction reinforces his message of transparency and member engagement. CEOs can follow this example by using communication channels that align with their goals and values, reinforcing their message and building trust with their audience.
4. Deliver quickly on what got you the job
Fain was elected as UAW president with a mandate to shake up the union leadership. He wasted no time in delivering on this promise, using symbolic gestures and actions when he wasn’t able to take substantive ones. This shows his commitment to the goals and expectations placed on him by his members. CEOs can learn from this by delivering quickly on what got them the job or promotion. By achieving some quick wins, even if they are only symbolic, they can demonstrate their commitment and build trust and confidence among their team.
Fain’s Use of Symbolic Gestures
1. Refusing to shake hands until a deal was made
One of the symbolic gestures that Fain used during contract negotiations was refusing to shake hands with the auto leaders until a deal was made. This gesture sent a powerful message to the public and the executives, showing his unwavering commitment to the negotiations and his members’ demands.
2. Throwing a proposal into a trash can
Another symbolic gesture employed by Fain was throwing a proposal from Stellantis, one of the automakers, into a trash can. This action was a visual representation of his rejection of the proposal and a statement of his determination to fight for his members’ demands.
3. Renaming the union’s proposal
Fain also used the power of language and symbolism by renaming the union’s proposal from “President’s Demands” to “Members’ Demands.” This simple change shifted the focus from Fain as an individual leader to the collective power of the union members, highlighting their importance and unity.
Fain’s Broad, Inclusive Narrative
1. Changing the dialogue and defining the issues
Fain has successfully changed the dialogue surrounding the UAW’s fight and redefined the issues at hand. He emphasized the need to challenge the narrative controlled by the companies and labeled union workers as greedy. By using facts and presenting a different perspective, Fain has shaped the conversation around the UAW’s efforts and garnered support for their cause.
2. Creating a sense of historical mission
Fain expanded the timeframe of the contract negotiations and positioned them as a “generation’s defining moment.” This framing creates a sense of historical mission and importance, motivating union members to fight for their rights and future generations.
3. Expanding the timeframe
By expanding the timeframe and depicting the auto industry battle as part of a larger war on the middle class, Fain has created a narrative that resonates with a broader audience. He positions the UAW as leading the effort to address the injustices faced by working people everywhere in the country, fostering support and solidarity.
Fain’s Use of Personal Communication
1. Utilizing social media apps
Fain recognized the power of social media apps like Facebook, Instagram, and X (formerly Twitter) in reaching and engaging with his members and the wider public. By utilizing these platforms, he was able to share his messages directly, fostering a sense of connection and accessibility.
2. Using videos to connect with members
Fain also utilized videos as a means to connect with his members on a more personal level. By sharing videos, he was able to establish a more intimate and relatable connection, allowing his messages to resonate more strongly.
3. Sharing specific bargaining details
In a departure from traditional negotiation practices, Fain publicly shared specific bargaining details that were traditionally kept behind closed doors. This transparency and willingness to share information helped to build trust and credibility with his members, demonstrating his commitment to their interests.
Risks and Benefits of Fain’s Approach
1. The risk of demonizing CEOs
One of the risks associated with Fain’s approach is the potential demonization of CEOs. By portraying CEOs as greedy billionaires, it may become harder to reach agreements and foster collaboration between labor and management in the future. This could create barriers to productive negotiations and strain relationships.
2. The benefit of throwing out the old playbook
Despite the risks, Fain’s approach of throwing out the old playbook has proven to be a smart strategy thus far. By challenging the status quo and employing unconventional tactics, Fain has shifted the power dynamics and achieved widespread support and a commanding bargaining position for the UAW. This demonstrates the benefits of thinking outside the box and embracing new approaches to achieve desired outcomes.
In summary, UAW president Shawn Fain has provided valuable lessons in effective leadership communication. CEOs can learn from his example by expressing their goals tightly, addressing charges and critiques promptly, employing communication channels that reinforce their message, and delivering quickly on their commitments. Fain’s use of symbolic gestures, broad, inclusive narratives, and personal communication strategies further illustrate the power of effective leadership communication. However, it is important to consider the risks and benefits associated with such approaches and find a balance that aligns with the unique circumstances of each organization.