Jason Greenspan is the Senior Director, US Strategy and Internal Communications at McDonald’s USA and is one of ALI’s 6th Annual Strategic Internal Communications conference speakers. He sat down with us to answer a few questions on the biggest challenges and growing communication trends.

Can you tell us a little bit about your background?

I’ve been at McDonald’s for 20 years – with a brief three year gap to go to grad school and work at a consulting firm. In my 20 years, I’ve had the opportunity to run both the US and Global internal communication functions as well as two stints as Chief of Staff for the President of the company and a phenomenal role running strategic planning.

Throughout all those role, my background has enabled me to navigate disruption and remove barriers to change, create clarity during complex business challenges, and orchestrate transformative moments in the business to shift thinking and drive alignment.

What is the biggest hurdle you feel internal communicators have to overcome?

Ensuring communicators know enough about the business … and then are able to create communication goals that directly impact the business. It’s very easy to measure value with communication outputs – but at some point, we have to challenge ourselves to link our work to driving business outcomes. If you can’t keep a CEOs interest in your work, then you’re probably not doing the right work.

What is one piece of advice you’d give to a fellow communicator?

Immerse yourself in what leadership is measured by – and work backwards to set communications goals that directly drive results.

Recommend a book or a podcast

The Axe Files (podcast)
Deep Work (book)

Are there any emerging communication trends that internal communicators need to be aware of?

More and more, leadership is looking for help navigating an increasingly complex landscape – one that demands more agile leadership. The most successful communication shops are playing in the white space between communications, strategy and orchestration/change – helping bridge the gap between the business reality and the workforce reality.

What are you looking forward to most about the 6th Annual Strategic Internal Communications conference?

Opportunity to learn the ways others are addressing business challenges through communications

Want to attend? Register for the 7th Annual Strategic Internal Communications—West conference here.