Working with a series of groups last week, I suddenly understood that the essence of my communication skills training can be summed up in one word – WHY.
When I am preparing people to communicate with media or other stakeholders about a product, a service or a function they nearly always want to start by talking about what the product is for, who the service serves, how the function works.
But all this is meaningless unless you start with why. To take one typical example, a journalist cannot hope to grasp the significance of a new drug for a hard-to-treat disease unless they are first confronted with the unmet need – the suffering that drug is designed to alleviate or remove.…
Read More