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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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Part 2 of a series. Find the first installment here.
Last time, we discussed the benefits of aligning your mission, vision, and core values. Now, we'd like to discuss the process of maintaining that aligned information across internal and external audiences. Aligned messaging empowers aligned activities and outcomes. Effective information strengthens every aspect of a business, from training, to quality control, to marketing and sales. The unified creation, understanding, and refinement of information products, then, is critical. For us, message development is a systems design discipline: an intentional practice that ensures the true reflection of your approach is never lost in the moment of solving a problem. Even though we handle information every day, it proves difficult to build a process that integrates its many forms. To that point: please be clear that processes and technology are not the same thing. A process may require capital investment, but the strategy behind it can't be dependent on the tools it uses. Information isn't created (or understood) by tools and tactics, but rather by people. Choose a unifying direction for the needed effect of messaging, and both the greater process and its tools will avail themselves. In some cases, the key design guidance and configuration management is as simple as a set of outlines and tables created in a word processor. Simple tools are particularly important as we consider the permutations of perception between audiences. We quickly find that the messaging process must strike a balance between repeatable actions and situational flexibility. Efforts to make your values uniformly actionable and persuasive will highlight the interplay between these two requirements. Ask your team to curate information and streamline its processing to protect the spirit of your mission, vision, and core values. Curation begets consistency. Consistency begets better choices. Correct choices compound. Investment in compelling communication realizes tremendous returns as you make your organizational identity impossible to misunderstand. In the end, the only alternative is to risk a breakdown in trust—as well as quality, and ultimately value—between leadership, team members, stakeholders, and clients (or any combination of the above). That's why we champion standards and principles in messaging: they equip your team to uphold core truths and strategic unity at every level of work. To learn more about the Knowledge Management & Strategic Communications practice, and how other McMath Solutions...solutions can help you Make your Market, contact us today to schedule a strategy call.
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As a businessperson, you’ve taken the obligation to stand before someone who has their own goals and needs, and to assure them that you can help bridge the gap between present and future. You desire to bring something real to bear both on the gap itself and on the customer’s understanding of it—nothing hidden behind cliché or sophistry. We know you take the promise to maximize customers’ time and money as seriously as we do. That’s why we treat thought leadership as another means to earn the trust your dreams will place in us.
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