Every business place is a competitive environment. Those within it compete internally, with each other, and externally with competitors. The approach manages to bridge a gap between what a business does internally and what it does externally that, paradoxically, values and branding doesn’t.
Communication is defined as the act of giving or receiving news and information. In getting this information from point A to point B however something is lost, or something is added. Information is never neutral. In its possession and conveyance we usually interject:
When we look at all the data that comes from people there is a paradox at work. We are all similar enough for meaningful patterns to emerge and for our behavior to be predictable. Yet from a distance at least we all behave uniquely differently. The overlap of our motivations filtered through the prism of culture.
Businesses hire people based on their CVs which they insist must be detailed, going back to the first job delivering papers and listing every hobby, passion and character-building activity. They do that because they hope that by looking at the hard skills: the degree, the certification, the schools their employees went to and the Colleges they attended, they will somehow be able to divine the soft skills.
The CEO sends the memo round. “Great job!” Product X (a film in this case) is ‘Da Bomb’ “awesome work team”, except, of course, this is not the case. Reviewers are not happy. More importantly social media is full of negative comments and valid observations. The world is now transparent.
What if I were to write my entire blog in comic sans font? What would change? From the perspective of its content nothing. The words, knowledge and expertise would be exactly the same. Yet the perception of its value would change because of the associations with the font. Readers would assume, quite rightly, that the intention is less than serious or that there is a stunt hidden within the execution, somewhere.