Caught in the Communications Speed Trap

I’m one of the lucky ones. My communications are often guided by a strategy that has been agreed upon by a group of like-minded strategists or a client committee. This makes it easy for me to set sail for my goal of implementation and business results.

It’s a journey that is barely worthy of the name “strategic development” because so much has been agreed upon in advance of my communications. But for so many responsible for such communications, there isn’t a strategy to follow or a project runway that guides them in their decision making about what is and is not important to emphasize.

The result is often a blurred set of communications. Unfortunately, the speed of communications has greatly increased because of more powerful computers. Speed has become a standard that has seriously messed up organizations’ strategic marketing and related communications, because it’s so doggone easy to get stuff out.

Are you suffering from the speed trap?

The ability to produce communications that make a big difference has been supplanted by how many different communications you can create in a short period of time. QUANTITY has replaced QUALITY, and we have the misuse and misunderstanding of how to use computers to thank for that.

I have plenty of friends and colleagues who live under deadlines that are imposed upon them by people who never write a word of marketing, but are insistent that a schedule of production be kept. Are you living in this world? If so, it may be time to try and push back a bit to gain the time you need to produce something of real value.

You might say, “Hey, are you telling me to start an argument where I work?” I guess not. But what I am also saying is, if you can’t find the time for three simple steps in creating your communications, you will never achieve the effectiveness you desire.

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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