Is your communication strategy good, or f*****g great?

Weeks of research, debate and running down blind allies, the fog has started to clear.

Most strategy development is like that.

Most case histories are tidy fictions told much later.

But how can you tell if you are getting anywhere?

The skeleton of a good strategy addresses a number of broad questions.

Who is our customer and what do they really want?

Who are we and what can we credibly promise?

What is the context in which we will be operating and what opportunities does this present?

A good strategy presents a coherent case that addresses these areas:

Our idea/promise is X
It is highly motivating for our customers because of Y
it is different or distinctive because of Z.

It’s hard to come up with something which is brief, coherent and simple.

Simplicity involves making decisions, cutting things out, saying it is about this and not about that. Most big businesses (and government departments) duck this challenge and end up writing a wish list.

“Brutal simplicity of thought” (to quote Saatchi) stands a chance of cutting through, but it is not that common

As first step write down your conclusions on the three broad areas above. You have the bones of your argument. You're in good shape. Often people don’t even get this far.

Those are tests of a good strategy.

But you want great.

What makes it great?

Frustratingly, there isn’t really one answer. But here are some things to think about.

Often when you are working on a project there is an “aha” moment about, for example, human psychology, the way culture is changing, who we really are.

There is a key that unlocks a line of thought. What was that “aha” moment (what storytellers call an “inciting incident”)?

Can you tell the story of how you had this aha moment?

Can you take your audience on a journey to this discovery?

And what about how you are going to be different?

Do you have a different promise/offer?

Or is it more about how you will do business?

It may be a good idea bring this to life in a way that is experienced (rather than merely appearing as some images and words on a PowerPoint presentation.).

How can you be the change you want to see?

Nothing wrong with PowerPoints – we all have to document our thinking after all- but if everyone is doing a PowerPoint it’s going to be tough to stand out.

Think about the PowerPoint as the leave behind.

Think about the presentation as an experience.

What people remember are well told stories, memorable moments, simplicity.

What people remember is not just what you said but how you make them feel.

Above all what cuts through is personal commitment and conviction.

Good is rational. Great is something else.  It makes the hair on your arms stand on end.

Or, as one Dutch art director I knew used to say: “It gives you chicken skin!”

This piece was written by our good friend: Julian Saunders