Unknown Territories

Ironically, people might be in one physical place but they're likely to be in many different mental places.

I've been trying to consume as many as discussions, webinars, blogs as my time/sanity will stand. Those that explore what work, employer comms and the relationship with your workforce will look like.

There's a common theme: You can't assume people's thoughts, motivations or concerns.

So how to navigate? How to create messages that are meaningful, that answer questions, that show a positive future?

In normal times, I'm a big fan of the creation of personas/segments/tribes to understand how to communicate. I don't think that's possible right now. People will fluidly move between segments, or even to whole new ones.

So, you need to keep listening, continuously. Assume nothing. Be prepared to adapt fast. Be prepared to stop what people told you they wanted before. Be prepared to tell people things aren't as you thought.

If you press on regardless, if you don't gain the thoughts, assent or understanding of your audience - then you'll confuse, or the message will just pass by.

With a constant dialogue, there will be a lot of forgiveness of change. Listen carefully, then take small steps. And be prepared for that next step to not be forwards.