elmer fudd, daffy duck, bugs bunny, communication, Toby Elwin, blog

Subjective communication objective

Successful communication inspires action and is clear to others what needs to happen to meet that objective.

All communication faces daunting odds to reach each person, intention intact. Perception, bias, and noise lay between intent, action, and reaction.

To succeed in the communication obstacle course against intent, you need to make clear how to make it happen.

riddler, batman, knowledge, Toby Elwin, blog

Who knows? Many times not many people do

In a healthy environment, admitting what you don’t know is part of the process to come to a shared understanding.

In an unhealthy environment sticking to a point you think you know, but do not really know, drives people to defend positions from a point of weakness that can easily turn into an indefensible point of embarrassment.

The separation from noise to decision is about want to know and who you know. Here are 8 steps to go from noise to decision.

Communication, change, and your mission — if you choose to accept it

Change is fun for some:  the energy of the unknown, the passion instilled in people looking forward to a new adventure.  Some embrace the unknown as an opportunity to both learn, grow, and stretch their current perspectives. Change is pain for some:  the feigned excitement for heading into unknown, the new roles and responsibilities to learn.  And having lived through so many failures that all began with the same patterned enthusiasm many can’t be bothered and opt-out. Which side of the fence are you on?  Which side of the fence is your team on?  Which side of the fence is your organization on? The Communication Mission Regardless of the fun for some, there is a distinctly important group of people who need a bit more assurance that this time things are different, that this time you and your executives are …

wipeout, communication, obstacle course, Toby Elwin, blog

The communication obstacle course

A successful message retains the oomph of intent.  For this to happen communication must travel an obstacle course to reach each person.  Perception is a bulwark that forces communication through an obstacle course to understanding and include: Values, Bias, Mood, Culture, Agenda, and Emotion Each person’s perception filters communication intent. Each layer adds a filter to sift, interpret, and frame the away from a clarity and towards confusion. Confusion is an enemy to change. Communication Wipeout Communication has a rough road to travel to successfully reach your target. One filter we all may have experience with is the rational/emotional dialogue where we find at the individual level the rational dialogue is many times trumped by the emotional dialogue: Waking up at 5 am to go to the gym is the rational payoff to get in shape Sleeping in late is the emotional payoff to …

evolution, revolution, information, development, link, Toby Elwin, blog

The value of information and the link to development

Information is not competitive advantage, knowledge is competitive advantage.  Until you socialize your information amongst others you never discover if the value of your information is actual knowledge. An organization’s socialized knowledge is really their competitive advantage and information and knowledge are both human capital issues. Enterprise knowledge management is a critical strategic need and how you collect and share information maximizes your organization resources. However, the value of knowledge comes only when knowledge aligns to strategic and tactical need.  Socialization of information is the critical step to align and coordinate resources:  people, time, and financial. Information for the Gentry Class Too often organizations build strategy as an executive exercise of information and tightly-controlled knowledge.  This high-level review leaves out the opportunity to invite in fresh perspectives and leverage the organization’s cognitive diversity. Strategy created in a vacuum invites change resistance. You, and your organization, can only know …

lies, damned lies, statististics, social media, communication, Steve Creech, blog, Toby Elwin

Quality communication in social media

As a professional statistician, I help doctoral students design quantitative research studies, and analyze and interpret their data, for their dissertation.  It occurred to me that some aspects of a doctoral dissertation could be applied to social media communications to make information and conversations more rigorous and tractable. If all you have is a hammer, is every problem a nail? My answer:  No. If all you have is a hammer, it simply means you are only going to be able to solve problems that involve driving nails. My point is this, as a professional statistician, I help doctoral students design quantitative research studies, and analyze and interpret their data, for their dissertation.  Thus, I tend to think about research problems from a quantitative perspective. Although many research problems cannot be studied quantitatively (e.g. we may not yet know how to …

marketing interruption, trump, engagement, Toby Elwin, blog

Marketing interruption still trumps engagement, really?

Great post on Advertising Age website titled:  Why Interruption Still Trumps Engagement. The key to the blog is the closing and I think it is worth your read because it gives yet another view of social media’s critics. The author, Mr. Jonathan Salem Baskin, states the social-media revolution based on three assumptions: Ads aren’t credible so they can’t play a meaningful role in our conversations with consumers; Consumers don’t want to be bothered or intruded; and Entertainment is an alternative to selling The premise he revisits is that social media delivers what consumers truly want:  to engage with customers, instead of getting interrupted by advertisers and brands. Mr. Baskin believes social media does not address consumer needs.  Namely, what consumers need to know, but may not have asked for, such as: Relevance Immediacy Meaning – in their terms Mr. Baskin goes on …

marketing 2.0, Toby Elwin, blog, communications,

Marketing 2.0 – You better free your mind instead

Marketing was a constant assault is ever louder, obnoxious, efforts to overcome TiVo, the VCR and DVR, our iPod, satellite radio, and our Internet to gain our attention.

We are tired.

We cope, with filters.

We cope, by blocking their information.

We stop reading, we are tired of your marketing and public relations hype everywhere we turn throughout our day.

What is Marketing 2.0.

conversation prism, Toby Elwin, blog

Communication in the age of saturation, part 3 visual

In two prior blogs, Communication in the age of saturation, part 1 and part 2, I outline our communication challenge to break through filters and biases that people initiate to manage information overload and communication saturation. In the spirit of Henry David Thoreau’s quote, “what I began by reading, I must finish by acting”, I present a powerful display that might help in your communication assessment and planning effort: The Conversation Prism, by Brian Solis and Jesse Thomas and updated to 4.0, available in 6 .jpg sizes, and as a wall poster.  [post updated 04/16/2015] Communication Saturation, No Thank You Since money and time are both finite resources we all struggle to manage, this Conversation Prism visual may provide a strategic tool to maximize your effort. When you look at this visual representation think through: What vehicles do you currently us? Do you use current communication vehicles or options in their …

Death of a Salesman, communication, Toby Elwin, blog

Communication in the age of saturation, part 2

People don’t care what you are selling. People want to know what makes their life better. Is your communication effort designed to interrupt people? Communication saturation is about overload. Think of the filters you put up around your world to manage the saturation of information and decisions you have to make. What percentage of today’s decisions do you make from a telemarketer, billboard, or yellow pages? Conversely, what decisions do you make from a friend’s recommendation, a web page, or a Google search. How can you expect others to not weed your effort through filters? Even an effective multi-tasker is flooded with tweets, social media messages (Facebook), RSS feeds, emails, phone calls, and text messages. Our challenge, as communicators, is to get our message delivered through the deluge of information and communication. Noise Filter To cope with marketing communication saturation, people …

cone of silence, communication, Toby Elwin, blog

Communication in the age of saturation, part 1

The goal of communication is to be understood.  In the age of communication saturation action is the objective. Typically, the first piece of communication advice is: know your audience. When you know your audience – their interests, their lingo, their needs – you better relate to their communication style. When you know their style you can write and speak in a way that they understand. Of course once your audience understands they can then act. In this age of communication saturation your employees, customers, and other stakeholders are under the same constant communication barrage as you and me. Our connected world (interestingly, when wireless we are still connected) has not altered the advice to know your audience. Barrier to Entry To know your audience means you know the barriers, channels, and filters in place that block communication. If received, people …