"Speak not so you can be understood, but so you cannot be misunderstood."
Matthew Kim
Bill Matthies' 6th grade teacher
Bill Matthies' 6th grade teacher
Mr. Kim made a point I've never forgot even if I haven't always practiced what he taught me.
Putting aside our business communications with each other, how much communication with our customers does not meet the second criteria?
Putting aside our business communications with each other, how much communication with our customers does not meet the second criteria?
Regarding your question about customer communication, we say it happens all the time.
ReplyDeleteBut we pose the question: doesn't "misunderstanings" with customers sometimes work to the vendor's advantage?
And as such, are we too cynical to suggest that perhaps vague communication is sometimes consciously used as a strategy by some vendors?
Purposeful miscommunication is a legtimate communication strategy that can work well, and sometimes not when the point of the vagueness is lost on the target consumer.
ReplyDeleteMy question had to do with communication that is meant to be understood but isn't, which happens quite often with technology products. The communicator intends to say something that will be understood but misses the mark, usually because they use terms their audience does not understand.
For example years ago AM/FM cassette car stereos had a feature called "pinch roller release" and while what that is and does would be obvious to anyone with technical knowledge about car stereos, it wasn't for the average consumer.
Manufacturers and retailers would regularly run ads citing the fact that their car stereo included pinch roller release with no additional explanation as to what that is or why a consumer would want to pay to have it.
The point of the ad was to generate interest in the product in part because of that feature but it was later proven that did not happen as expected.
Mr. Kim would frown on that.
This makes me think of Bill Clinton. Whatever you happen to think of him as a person or President, he was (is) a great communicator. He has an amazing talent for talking about any subject in language that his audience can understand. He'll use language that is appropriate and comfortable if he's speaking to a group of school kids or economists or factory workers.
ReplyDeleteThe ability to share our ideas and knowledge with others, without confusing or condescending, is a great skill. - And it's a skill many businesses could stand to develop.