I've got you under my skin
12th May 2010
"Many businesses have big visions, whether it's for improving their services or delivering new ones. Organisations are often awash with creativity and innovation, yet unless this is drawn together and harnessed, much potential will go to waste.
Having recently spent a day with just such a business, interviewing staff members to establish their understanding of the markets they operate in and the vision of their brand, I was struck by the power of thorough research as the basis for delivering robust communications strategy.
Though the quick fix of some 'back of envelope' note-taking may appeal - and even reveal limited trends - there is no substitute for an interview-based approach to offer the insights a consultant may need. After all, time spent in reconnaissance is rarely wasted.
There is no doubt that forming the right questions is a skill. The best format will draw out but not lead, inspire new thought and channel that which is already there.
Ultimately, this rigorous approach affords consultants the space to be truly creative - really getting under the skin of a business, capturing its zeal and galvanising this for business development.
Is it intensive? Yes. But, does it produce results? Yes - a communications strategy embedded in the culture of the organisation that inspires, directs and captures the best of a company's vision."