In today’s always-on, hyper-connected world, it’s more important than ever for companies with complex issues to tell their story in a simple way.
As our to-do lists grow and our attention spans shrink, time can feel like a rare commodity that we’ve long forgotten what it’s like to have. Each day, we wade through more information, and disinformation, than ever before. It’s an issue for everyone, personally and professionally. But for companies with a complex story to tell, it can feel almost impossible to cut through the noise.
Adam and Eve lived in blissful, naked happiness until a bite of an apple gave them ‘The Curse of Knowledge’. In modern times, we are used to hearing that knowledge is a good thing. The idea of it being a hindrance seems counter-intuitive. Indeed, when I have on occasion put it to a client that their corporate communications are too rich in information, some find it hard to hear.
CEOs, founders, ministers and other social and political influencers are often passionate about their products, services and ideas. They’re keen to broadcast what they think are the vital details that the world needs to hear. They know so much about their own businesses and sectors, and work with similarly knowledgeable and educated individuals, that they forget to consider the needs of their audiences. Or they imagine their audiences to be exactly like themselves. Big mistake!