Today isn't the first time I have suggested it but it got to the point where both of us were reaching for the paracetamol and the gin in our bid to bring clarity to the corporate strategy. Sure I have no idea whether a) Martians exist b) they can speak English or c) if they do, whether they give a toss about articulating strategic goals on the red planet. But it is a fun and surefire technique to help you cut through the gobbledegook that sometimes even comms folk find themselves bogged down in.
Today was a prime example as we vainly tried to retrieve some key messages from a raft of almost incomprehensible acronyms, jargon, and nonsense. We were in danger of repeating the same language in our comms plan, so tough was it to decipher and so immersed were we in trying to make sense of it all.
"Wait!" I said. "Step away from the plan. Let's pretend we are talking to Martians."
(Client looks at me as if totally off rocker).
Me: "If a Martian wanted to know what we were trying to do, what would we say to keep it simple?"
Six clear messages were duly produced.
Client smiles with delight and says: "You are a comms genius and deserve twice your daily rate, Sarah!"
Yeah, well maybe she didn't actually say that but am sure she meant it.
I think what this highlights is the need to bring something of ourselves to work. Common sense goes a long way in those situations where key messages need to be articulated in corporate environments. However your approach may shine a very bright light on things and can be terribly exposing for those at a more senior level, so I'd also advise treading carefully in some instances. Fun is no longer the dirty word it once was at work, and often your holders-of-the-stake will look to you to be the 'creative' one. My tip is clarify and double-check with the most senior contact you have on what they mean, and then get a second and third opinion from their peers. If they don't understand it or can't articulate when pressed, there's a good chance they'll discuss simplifying it with you or re-thinking the language slightly on the spot, so making yourself open to discussions of this kind are worthwhile. Language is so often a barrier, and the main perpretators often don't realise they're doing it or have forgotten they're now doing it, however they do need you to give them the courage to break free! You can wade through the treacle but a certain amount of fearlessness is required.
ReplyDelete