The Breakdown of ‘Assume’

Hopefully I don’t need to break down the word as some will joke, however, we all assume too much. We assume people know what we mean, we assume people appreciate an effort or a message we share. We assume THEY know what WE are thinking. They don’t, so let’s be intentional about that.

I was reminded of it this morning as I drove to the airport and passed a commuter bus. They’re all over the Bay Area, and this one happened to be from Genentech—others are less public: Google, Facebook, Amazon, etc. Normally, I ignore them or don’t even notice them go by. This time, I saw the sign on the back stating “Saving 120 cars on the road for you.” Immediately, I had a different appreciation for that company and even that bus! It was amazing the different thought process I had—an almost opposite view—because of one, short, listener-focused message.

How often do we create messages and forget to tell the audience what’s in it for THEM? As we at Decker do a good amount of message prep, we see it fairly often. Why? Because we assume that the audience or that person knows what’s in it for them. They usually don’t, so it can’t hurt to remind them. Get people excited, remind them of the ‘why’ – it’s simple and so effective. There are all-hands coming up, Sales Kickoffs, annual meetings and even reviews, be sure to get that benefit TO them in there. You will benefit and probably influence a little more than if you didn’t have it.

PS: There’s no way I would ever take a picture while driving, I’m sure a passenger did that for me.

View from the 40th Floor: Change at the Top and Bottom

(Part 4 of a series by Bert Decker) “If we don’t change our model, we are going to crash.”  Those were the words of the leader of one of our multi-billion dollar clients, which accents the amazing changes in leadership over the last 40 years.  As we close out the decade, … Continue reading

View from the 40th Floor: Communications on Steroids

(Part 3 of a series by Bert Decker) We live in a one-click world. Technology has shortened our expectations of time. Impatience reigns – sometimes that’s not so good, but it’s reality. The ability to deliver communications faster and better – now that’s good. Paraphrasing a favorite client: “The better … Continue reading

View from the 40th Floor: The Technology Multiplier

(Part 2 of a series by Bert Decker) When Decker started 40 years ago Mark Zuckerberg wasn’t alive, the Mac hadn’t been introduced, and gas was 88¢ a gallon. Social media – what was that? We were one of the first communication companies to use video for coaching feedback, but … Continue reading

40 Years: Communicating Lessons Learned

Since founding Decker Communications, Inc. in 1979, Bert Decker has seen dramatic changes in the communication landscape – yet many things remain the same. In this special series on the Decker blog, he’ll give some insight into these changes over the last 40 years. He calls it “View from the … Continue reading