Take a look at the adverts in any trade magazine, even this one, and ask yourself: “Why?”
In every presentation, in every event, in every piece of
communication there needs to be a purpose. Martin Shepherdly’s article in CN touched on the same topic.
I was reminded of
this when taking a brief for a corporate event for a major multinational. I
asked for the purpose of the event, and received three pages of project
specification which took someone a long time to write. This is the “more is
more” philosophy which still seems to pervade in many large organisations. No,
no no no no.
The question “why?” should
be answered in a single, short sentence. That way everyone who comes into
contact with the event, every supplier, every team member, every speaker knows
how to support the “why?” in every action they take.
In my presentations
on innovation I explain how the “why?” is only the start of a process which
delivers the What, the How, the When and the Who of an event. It is the job of
event organisers to interrogate the “why?” and to recognise that when clients start
negotiating prices before understanding the “why?” they are really doing no one
Go on, pick up the
nearest trade magazine, look at the adverts and ask yourself if, the advertiser
has clearly communicated “Why” if they have, you should take time to even
linger. If they have not just turn the page. If you have not considered their
offer, then they have wasted their
money and your time.
If the “Why?” is
clearly articulated then every penny spent will reap benefits, if the “Why?” is
absent or indistinct then every penny is wasted. So stop discussing price and
start focusing on the important thing.
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