« How has public speaking changed in the last 75 years? | Main | A darn good panel discussion »
October 25, 2009
Less perfect, more authentic?
I just read an intriguing e-newsletter by Michael Katz, who gives advice on e-newsletters (in his e-newsletter, of course).
Here’s the crux of his message: Because the line is continuing to blur between our personal selves and our professional selves, the way we do business will soon change.
Meaning what? “With every passing day, there is less tolerance for company-speak, less interest in being sold to, and a rising expectation that you and your colleagues make yourselves available to the outside world for immediate and easy interaction,” Mr. Katz writes. As a result, there will soon be a new expectation “that the disembodied voices behind the company walls come forward and reveal themselves as real, accessible, three-dimensional people.”
That means less emphasis on branding (which, after all, is shiny, controlled, perfect, finished) and more on authenticity (in all its imperfect, messy, human real-ness.)
As Mr. Katz writes, “Crafting a perfect tagline or benefit statement is less and less important in a world where human connection is what people hunger for.”
He’s talking about marketing, but doesn’t the same apply to communicating and connecting with employees as well?
Posted by Alison Davis at October 25, 2009 11:05 AM
(Find me around the web)
