“You make meaning for people by connecting with their experience.”
I remember the first time I realised this. John Kotter’s book “Leading Change” had just come out, and there was an example of a procurement guy who wasn’t getting any traction with the board, so he got a pair of every type of workglove used in every factory in the company. When the board showed up for the meeting, there were 424 pairs of the same type of gloves on the table, each with a price tag ranging from $5 to $17.
Everyone was speechless – in an instant, an abstract commercial problem had become real, and his business case was signed off.
As it happened, I was doing change and comms on a procurement programme myself at the time, so I gave it a try. I spoke to all the category team leads and got them to find the most ridiculous purchasing examples they could find, and send them to me. It wasn’t hard. Purchasing were ordering on behalf of the business by SKU number rather than description, so they didn’t actually know what they were buying. Suppliers could literally charge whatever they wanted. Here are a couple of my favourites:
1 x cable tie = £32 (actual manufacturer’s price 4p)
1 x hardened RF BNC connector = £150 (actual manufacturer’s price £17)
… and so on. We took these objects on roadshow around different sites and got people to guess how much they thought they cost, waited for their jaws to come back up from the floor, and then got them engaged in the changes the programme was making.
What this demonstrates is the power of showing rather than telling. Pictures work well because they’re closer to experience than words, but if you can find a way to do it, avoid symbols altogether and go straight to the reality you’re trying to convey!
Another example. I took my kids to a science fair last summer, where an anti-smoking charity had a jar sat on their table (I see these are now available for sale). This is the amount of tar that an average smoker takes into their lungs each year. My 7-year-old picked it up, asked what it was and said “eeww that’s gross!”
Whenever the subject of smoking comes up now, she mentions the jar … just think how much stickier that is than someone telling her “don’t smoke when you’re older because the tar is bad for your lungs”.
I’ve noticed this technique has become ever more popular in mainstream presentations. They’re often a feature of the highest rated TED Talks:
Jill Bolte Taylor producing an actual brain and nerve stem to talk about strokes (2:32):
Bill Gates releasing mosquitoes into the crowd to talk about malaria prevention (5:02):
Jamie Oliver turning over a wheelbarrow of sugar to talk about school meals (13:17):
The pattern is the same in each case: If meaning is connecting with experience, then the ultimate way to make meaning is not to talk about things but to let the audience experience them directly.
* Health warning before doing this in a commercial environment *
One last thing. The most interesting thing about my procurement campaign was the difference in reaction. Among leadership and among the rank and file, everyone loved it. Among middle management it was divisive. Many people said it would reduce morale, that it might be perceived as a slight on the teams who had made the purchases, that it could turn into a witch-hunt, and so on.
I find this fascinating, because it tells me a lot about why corporate communication is the way it is. If people are driven primarily by fear then obfuscation is a great defence. Stick to words, preferably jargon-laden words and no one will complain. Connect with reality and you might just find you’ve trodden on a hornet’s nest. This is the double-edged sword of meaning – handle with care!