[Marketing Memo] Because I Did
By Cary Weston
My wife and I are now trying to potty train our two year old daughter Serena and it's not really going all that well. Even with a stack of stickers and chocolate at the ready to reward the slightest sign of compliance, we are still quite invested in diapers.
And when I ask "How come you didn't use the potty", the answer I get back is "Because I didn't."
Seems clear enough.
And while the logic may seem crystal clear in her mind, it still leaves me wondering what is going on in that head of hers.
I recently put up a message here at the office. I had some vinyl letters made and using a large, bank piece of wall, I had a message posted that was meant to serve as a reminder of a key philosophy of our business.
And then I found out that I didn't tell my business partner I was doing it.
Oh sure, I have my reasons and the thought process behind it was deep and meaningful. There's a number of experiences that I can call upon to show the value of that message and many times in which adhering to that message has meant fantastic things for our company.
It's all crystal clear in my head because I see the logic, the reason, the script.
But when Elizabeth asked me why I happened to put up 24 square feet of vinyl lettering in the office without sharing the details or the thought with her, I found myself simply answering with a variation of "Because I did."
As you can imagine, the answer didn't deliver the clarity and insight she was seeking and, as such, the act wasn't met with the approval I thought would be obvious. So I need to fix that.
I need to do a better job in explaining what I did and why so that the story in my head is shared and understood. I may not get to keep my message but at least I can give the detail that's needed to help others truly understand why it was done.
So my simple challenge to you today is whether it's with your partners, your employees, or your customers, don't take for granted that the reasoning in your head is clearly understood until you take the effort to make it so. Communication is an exercise best played with more than one person.
You'd think I'd know that by know by now.
Hey….at least I'm potty trained.
- Cary Weston is a partner of Sutherland Weston Marketing Communications in Bangor, Maine
Company's Web: www.sutherlandweston.com
Company's Twitter: www.twitter.com/SWMC_inc
Cary's Linked In: www.linkedin.com/in/caryweston
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