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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 3 of a series. Find previous installments here and here.
We've previously discussed the benefits of aligning your mission, vision, and core values; along with the process of maintaining alignment across stakeholders. To conclude the series, let's explore the results we achieve through consistently held informational values—the what we get and how it serves our why. A business is founded to help people according to its' leaders core values. But it will only succeed if those values are enacted in a way that moves customers to exchange the value they perceive for revenue that allows the business to sustain operations. Most of us know the key management requirement behind sustainable revenue is sustainable processes. We additionally hold that the information is the master process design discipline. Marketing is information design. Talent acquisition is information design. Training and onboarding is information design. Delivery and customer service standards are information design. Likewise accounting, although the information is more (or less) straightforward than the previous items. Every aspect of a business requires stakeholders to understand, process, retain, and act on information. Why leave any valuable flow of information unmonitored, or less than optimized? There are two insights to consider. The first is that tacit knowledge is always growing. If it isn't recorded, it will be lost each time stakeholders enter or exit. Its recreation, with no guarantee of fidelity to previous iterations, is frankly a waste and a risk. The second is that processes are only properly interconnected through managed design. The functions of a business are meant to serve a common goal; they naturally have insights to offer each other and mesh points to control. As long as functions are fulfilled by people, those people's communications need to be guided by known values and shared purpose. In turn, the business as a whole faces its customers, partners, vendors, and stakeholders. Only by aligning internal actors and activities to values can an organization consistently face external audiences with effective, continuously improving messaging. Ultimately, consistency and dedication to a regular design process is what builds towards the most desirable outcome: a shared narrative to drive emotions and frames the further explanation of "why this actually works”. Informational alignment, or messaging consistency, is the means by which we actually gain purview to opportunities. And when actually deliver effective work, our informational process is ready to corroborate and refine the story for an even stronger future. 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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