Communicators, it is time to cut the Gordian Knot

Corporate communicators need to move away from conventional methods and must cut the Gordian knot to solve complex situations.

The Story of the Gordian Knot

Alexander the Great while advancing on the Persian kingdom of Lydia, heard of a chariot enshrined in the acropolis. The chariot had been tied securely to a pillar in the temple by Gordias, the former king. It was so complex that it was said to be impossible to untie. An oracle had foretold that whoever could untie this knot would become the ruler of all Asia.

Many had tried and failed to untie the know. When Alexander the Great saw the knot, instead of attempting to unravel the knot in the traditional manner, he simply drew his sword and sliced through it, effectively “solving” the problem. True to the prophecy, he went on to conquer much of Asia.

Cutting the Gordian Knot

Corporate communicators face immense pressure and challenges that at times can be as intricate and as complex as the Gordian Knot. By rethinking their strategy and “cutting the knot”, they can find new ways to navigate today’s tough environment.

#1 Navigating a crisis

Think of a crisis situation – a failed product recall. Or a damaging social media backlash. Or a legal tangle that involves senior management. These issues are complex and have multiple stakeholders engaged, with a strong media pressure on the organization to comment or give a statement.

The conventional approach would be to untie each and every layer slowly. Go step by step. Methodically follow the process. Get into a huddle, take legal opinion, write to global, get clearance,….

Gordian Knot Approach – holding a bold public apology! Accepting the error. Being brave enough to address the core issue immediately and decisively. The process of taking clearance has to be swift and almost immediate. The idea is to not let the problem fester.

#2 Internal communications challenges

Internal communications can become more challenging at times. Often there is a lack of alignment between communicators and HR and/or the business leaders. Having handled communications during change management due to merger and acquisition, I have seen how an organization can bleed if the communication is not handled well. Information can get lost and messages misunderstood.

Gordian Knot Approach—Instead of creating more layers of communication or adding additional tools, corporate communicators might “cut the knot” by simplifying the entire communication process. How about putting in place a single, unified platform for all internal communications? Or adopting a straightforward communication protocol that eliminates unnecessary complexity? The goal would be to create a clear, direct channel that everyone can use, making internal communication more efficient and effective.

#3 Stakeholder engagement

Handling diverse stakeholders with different opinions can be quite challenging for communicators. Investors, customers, activists, and government – all are important stakeholders but each one has a different concern. Trying to address these varied concerns in a conventional manner can be overwhelming and even ineffective.

Gordian Knot Approach – Address the core of the problem head-on! Focus on the most influential stakeholder group or the most pressing issue. For example, engaging directly with key investors or regulators to secure their support might have a ripple effect, calming other stakeholders.

Conclusion

A timeless story can hold powerful lessons for corporate communicators. The Gordian Knot story shows that sometimes the best way to solve a problem is to approach it from a different angle—one that is bold, direct, and cuts through the complexity.

For corporate communicators, this means recognising when a situation calls for an unconventional solution and having the courage to implement it.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Sarita Bahl

Sarita Bahl is an alumnus of Tata Institute of Social Sciences and the Swedish Institute of Management Program. An experienced and versatile leader, she comes with nearly four decades of professional experience. She has over the years successfully overseen the communications and public affairs function and led the corporate social responsibility strategy for Bayer South Asia, Pfizer, and Monsanto, among others. Sarita has held multiple roles across diverse industries, the public sector, trade associations, MNCs, and the not-for-profit sector. Her areas of interest include advocacy, stakeholder engagement, sustainability, and communications.

As an Associate Certified Coach (ACC) from the International Coaching Federation (ICF) and Senior Practitioner (Mentoring) from the European Council of Mentoring and Coaching (EMCC), Sarita specializes in career transition, inner engineering and life issues. Sarita enjoys writing and is passionate about animals, books, and movies.