Friday, September 16, 2011

Shared vocabulary

All businesses depend on marketing communication. None more so than an agency which consults other businesses on marketing communication strategies. These strategies find their expression in words. But words are subject to numerous interpretations and differences in understanding. An agency's (or any business which relies heavily on words) efficiency and effectiveness is dependent on shared vocabulary.

What does it mean - 'shared vocabulary'? Do all the members of your agency have the same understanding of the words? Do they interpret the words in a manner similar to yours? Have you struggled getting through to other members? Have other members who are responsible for execution botched up your great strategies?

Check their understanding and interpretation of words that you commonly use to discuss your strategies and coordination your actions. In all likelihood, that will solve your troubles.

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Does your business lack a shared vocabulary? Write to sidsoni at gmail dot com