Change The Language

“Change the language. Change the brain.” It’s the inspiration from the cartoon of this insightful post on Gapingvoid’s blog.

Why most business communication is boring, unreadable, and lacking intention?

Not because the people writing it are stupid.

Mostly because somewhere high up in the organization’s level someone decides that communications isn’t a core part of the business, but something peripheral that had to be unchecked from the to-do list for professional reasons.

Communication is not something that people generally have to care that much about.

Communication is seen as a cost and is only intended to help nurture the funnel, to make more sales, contacts, and ultimately more money.

This is a common behavior that I have been fighting for years with all my energies.

Communication is an investment to create long-term value and must reflect the organization’s culture and purpose.

Communication is key to culture and purpose.

Culture and purpose are keys to a new communication that drive organizations to create new forms of value and shift the trajectory of brand building.