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Results-Oriented Communications Are Now Emerging

Blog: Jim Sinur

 It is becoming painfully evident that traditional communication channels are just not making the grade in these days of group innovation and fast-moving change. Organizations are dealing with communication challenges that are accelerating in today’s demanding world. If you have ever had to manage, influence, guide, or participate in or with groups of various people inside or outside your organization, you know how severe communication issues can be. These issues can only be solved by communications focused on results while all participating can be moving towards results in synchronization. The shift from messages only to include pertinent data tracked to results is the best way to find the straightest line to desired outcomes.

The Need for Outside-In Perspectives

Today customer, partner, community, employee’s needs are becoming more prominent in the most successful organizations. The outside-in approach introduces new sources of communications that will be necessary for organizational progress and success. However, it adds more complexity to an already overtaxed and unfocused set of communication channels, methods, tools, and techniques. 

The Need for Laser Focus

The world will not wait for organizations to untangle their communications messes that are growing in complexity by adding more communications on older point-to-point capabilities like email, messaging, voice, project management, and broadcasting tools. Unfortunately, none of these channels is guided by a common set of expected results or goals, leading to a lack of momentum and focus. Often the results are surprise deliverables that the sponsors did not desire or expect. All of this because of weak and unfocused communications and lack of consistent visibility.


The Need for Broad Skillsets

The overwhelming need for better customer, employee, and partner journeys with shared goals, policies, and guardrails drive more multi-disciplinary teams that break down organizational, skill, and digital domain silos. Of course, specialized skills and training will still be needed, but lateral thinking and rich sets of compound skills assisted by digital bots or knowledge agents will be the norm.

The Need for Innovative Dynamic Experimentation

A world driven by “do it, try it and fix it” is putting additional pressure on the communications infrastructures that exist in organizations today. With iterative methods being all the rage and new digital technologies that deliver incremental results during development, communications take on new importance for keeping all the team members on point. Change is only accelerating and continues to compound communication issues.

The Need for More Collaboration

All of the above puts tremendous momentum in and around collaboration. It is why point-to-point collaboration tools have taken off, and group video tools are all the rage. Unfortunately, not all the team members can be available to keep themselves in the loop, and they will have to scramble to stay pertinent and on point. Imagine a result-oriented approach that prioritizes the critical content and messages under one roof.

Net; Net:

The need for speedy and innovative solutions is driving organizations towards results-oriented communication infrastructures that share meta-data, data, and traditional messaging methods. We are moving away from unguided point-to-point communications that create tangles and confusion to result-oriented communications that share messages, content, and data under a unified infrastructure—all of this synchronized communication leads to a shared pathway to results. The days of “willy-nilly” communications are numbered. Watch this space for more on results-oriented communications, especially in this hybrid work environment ushered in by COVID.




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