“The single biggest problem in communication is the illusion that it has taken place”
– George Bernard Shaw
A critical success factor factor for any business or technology leader is the ability to communicate effectively up, down, and across their organization, and to their customers and other key stakeholders. In other words, communication is key.
The Times They Are ‘A Changing
There is a transition going on in the world today – a hunger for greater transparency and authenticity in our corporations and governmental institutions. Whistleblowers and leakers are forcing the hand of those institutions trying to hang onto the status quo.
Even though most executives realize the strategic importance of good communication to their customers, employees, peers and shareholders, most corporate communications follows the same old model of spin and “yadda yadda” corporate-speak that gets instantly tuned out.
A Balanced Approach
What is needed is a balanced approach incorporating more authentic communication with current communication best-practices. In addition to the fundamentals of
- identifying your target audience and their needs
- clarifying your business objectives and desired outcomes
- selecting appropriate communication campaigns and/or vehicles
it involves being more open, transparent, and authentic in your communications. There is an old saying in sales, that people buy based on emotion and justify their decision with logic. If you don’t think this is important to your business, just look at the results that Steve Jobs and his Apple ‘fanboys’ have produced.
Catch the Wave
The good news is that this phase transition also creates opportunities. Companies that decide to be more open and transparent are taking risks but with the right approach often find great rewards.
Another sales aphorism states that “People buy from people they like and trust”, which applies more and more to businesses today. Just as you cannot fake sincerity, authentic communication comes being authentic.
In addition to making the most of the fundamentals, we can help you find your authentic voice to capture the hearts and minds of your desired audience.