Am I serious? Absolutely. Think of those who are absolutely brilliant at honoring, respecting and, yes, loving the people they’re trying to get through to:

• Procter & Gamble.P&G’s marketing not only elevates the product—cleaning a floor is important—it also takes the consumer’s needs seriously. P&G never talks down to its consumers. The tone is always supportive, no matter how humble the topic.
  
• Consumer magazines, especially women’s magazines. These are sometimes called “service magazines” and it’s a very apt label—the idea is to provide the reader with information that will serve her needs. Again, there’s nothing patronizing about these publications—they’re warm, friendly, helpful. For instance, look at the cover lines of a recent issue of Family Circle: “Delicious No-Cook Dinners.” “14 Medical Tests That Can Save Your Life.” “12 Ways to Be a Gutsy Woman.”
  
• Great preachers. I’m not much of a church-goer myself, but I can certainly appreciate the way great preachers start with the idea that even sinners are loved by God–and by the preacher himself. How compelling is that?

All this talk about love, and I can just picture you squirming in your chair. But the “love your audience” concept is pragmatic as well as philosophical. Far too often, I see employee communication that’s so attuned to the needs of senior management that it is unintentionally disrespectful of employees. Consider the use of jargon, acronyms or corporate speak that creates confusing communication employees don’t understand. Or the choice of channels (especially electronic) that every employee can’t easily access. Or communication that’s all one-way, not allowing employees to comment or even ask questions.

You can’t change everything, but I believe that if you lead with love, the rest will follow.