Communications advice from Shania Twain.
Communicate not to impress, communicate to inform.
Okay, so what do you think, you're Elvis or something?
That don't impress me much
Oh no
That don't impress me much
Oh no
— That Don't Impress Me Much by Shania Twain
When describing a business challenge, it is super easy to fall into talking with verbosity, jargon, inside baseball, and three-letter agencies.
Such easy talk fails to connect and fails to capture.
Such easy talk fails to inform.
Such easy talk fails.
Communicating all is about informing, not impressing.
Communicating is all about bringing the listener, the viewer, and the reader with you.
Communicating is all about the listener, the viewer, and the reader taking the next step, watching longer, or reading the next page.
Communicating is all about helping the listener, the viewer, and the reader understand the business challenge.
Communicating is all about the listener, the viewer, and the reader helping you solve the business challenge.
Weighty-sounding but little-known words or expressions constitute much of today's business communications.
Check this example:
"For us, the business model in the metaverse is commerce-led. Clearly, ads play a part in that." -- Nick Clegg, Meta's head of global affairs told the FT during a recent interview.
Understand?
Same, me either.
And this quote is at the start of Meta's rollout to disrupt their current business model.
Pledging to spend $10bn a year over the next decade, you would think Meta's top government relations executive would speak to inform, not to impress.
Clegg missed an opportunity with this FT interview to help Meta's numerous stakeholders understand the company's shift and not just those comfortable with an immersive virtual world filled with avatars.
At the start of your communications effort, identify how you are helping the listener, the viewer, the reader get informed.
Unless your Elvis, communicate not to impress, communicate to inform.
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Need help with your communications?
Caracal is available for solo executive advisory sessions, leading a team workshop, or conducting an organizational audit.
Happy to help.
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