Communication is the lifeblood of human existence. The quality of our ability to communicate effectively, has shaped the development of the world as it stands today, so really, it’s a pretty big thing! In todays digital world, there is a vast plethora of ever-increasing forms and mediums for communication (Snapchat, whatsapp, twitter etc.) that have moved things on from the dizzy days of the humble ‘mixtape’ as a form of personal and intimate communication!
communication | kəˌmyo͞onəˈkāSHən |
the imparting or exchanging of information or news: the successful conveying or sharing of ideas and feelings: social contact: means of connection between people, places or things: a communications network.
Communication takes place at both macro and micro levels. On a personal basis, the very essence of who we are often communicates far more eloquently than anything we can ever say or do. We are in fact the walking talking embodiment of our own ‘brand’. Sometimes communication gets masked, renamed or dressed up in fancy buzz words, but this tends to simply add layers of unnecessary complexity, to what is in essence, a very simple thing. We are our own brand. What we say and do communicates this to all we come in contact with.
In marketing and advertising, companies want to tell (bore!) people every little tiny detail about their product. I think they often labour under the belief that people buy their products based upon these tiny details? They don’t. The details may reinforce their emotional desire or need to justify their purchase after the decision has already been made in their heart. With most things, you have a 3-5 second window to grab someones attention with your message, so the ‘hook’ needs to be clear, concise and one that emotionally engages the audience. When a message is simplified, the power and impact of the communication is often exponentially increased, Apples iconic and hugely successful 1999 iMac ‘Yum’ Poster is simplicity personified!
‘The more we elaborate our means of communication, the less we communicate’
J. B. Priestley
One of the most vital aspects of communication is understanding that it is a two-way process. It should not be a dry monologue, it should be an interactive and engaging dialogue where listening is probably the most essential ingredient.
The Chinese verb ‘to listen’ is interestingly made up from five different Chinese characters – Ear, You, Eyes, Undivided attention and Heart. The fact that it is made up of these different aspects tell us something significant about this multifaceted component of the communication process.
The absence of ‘listening’ is most easily demonstrated in poor examples of customer service. Here the vital aspect of the communication process is not just about passing on good news, or dealing with happy/satisfied clients, more often it is dealing with situations where things have not gone as expected or desired! People can actually deal with hearing bad news, in fact they can be more easily placated simply by keeping them in the loop at all stages as to what is actually going on. Often the biggest frustration of rail commuters if there are delays or cancellations, is not necessarily the delay itself (although this does not help), it is the simple fact that they are not properly kept informed of what is happening. If the rail companies listened to what their customers were actually saying, the quality of their customer service could be greatly improved!
The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.
Sydney J. Harris
As in life, communication is a central component of doing business, but it often gets renamed (or hidden/confused) as dress code, customer service, advertising, product design, branding, marketing, interior design, social media, customer experience, sales, user experience etc. etc. If you don’t recognise these terms as some of your primary sources of business communication, then it could be that you are not in full charge of the messages you are inadvertently communicating as part of your everyday activities?
Everything is connected, everything is reflective, and everything says something about you or your business…
Thanks for taking the time out to read this, much appreciated! Please feel free to share it with your friends, and add any thoughts or comments you might have on it…